Scott Brinker

Trust, brands, and the marketing dashboard of the future

May 21, 2010 / Agile Marketing / By Scott Brinker / 2 Comments

This week, I ran a pilot of my latest study for improving trust in online advertising — the first time I’ve run an experiment with human subjects physically in the lab. Two thoughts I wanted to share from the experience: First, don’t ever underestimate the power of brands. I’ll share more about that once we finish the study. But search marketers in particular, I cannot stress this enough: brands are immensely influential in the context …

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3 big picture marketing themes from #ConvCon

May 9, 2010 / Agile Marketing / By Scott Brinker / 3 Comments

Last week was the inaugural Conversion Conference (#ConvCon), a new event organized by landing page optimization expert Tim Ash and co-located with the eMetrics marketing optimization summit. While there were plenty of terrific sessions on landing pages and conversion optimization — my post-click marketing craft and trade at ion — three larger marketing themes emerged that I want to share with you. Theme #1: Agile Marketing In conversion optimization — what marketers do to increase …

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15 sessions on marketing and the semantic web

April 29, 2010 / Marketing Data / By Scott Brinker / 2 Comments

Looking for a conference that really pushes the envelope of digital marketing? Last year, I gave a talk at the Semantic Technology Conference on marketing in the semantic web. At the time, the topic was in its infancy. But as predicted, a lot happens in one year. This June, at the 2010 Semantic Technology Conference in San Francisco, there is now a whole track dedicated to this subject, Marketing in the Web 3.0 World. And, …

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Crowd sourced ads in Google — outside Google’s control

April 24, 2010 / Marketing Tactics / By Scott Brinker / Leave a Comment

What if you could enhance your ads in Google with collective intelligence — without going through Google? Earlier this month, browser bookmark extension company Xmarks unveiled their plans to monetize their business with a service called SearchBoost. They take the idea of Google including ratings in ads to a whole new a level. Here’s how it works: Xmarks is a free browser add-on for Firefox, IE, Safari, and Chrome. It was originally designed to synchronize …

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20 years of massive development in marketing (a metaphor)

April 23, 2010 / Uncategorized / By Scott Brinker / Leave a Comment

Thank you for all the positive feedback on Rise of the Marketing Technologist. It’s been inspiring to hear so many stories of people who are already working as de facto marketing technologists — one of whom called my proposal for a marketing CTO their “dream job.” This bolsters my belief that the talent and skill set for such marketing technology leadership is out there, eager to contribute at the next level up. To motivate such …

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Rise of the Marketing Technologist

April 18, 2010 / Marketing Management / By Scott Brinker / 34 Comments

Last week, I gave my talk at Search Insider Summit on the Rise of the Marketing Technologist. Based on the positive feedback I received from brands, agencies, and technology vendors alike, it apparently resonated deeply. So, first, I’d like to share the slide presentation with you: Rise of the Marketing Technologist from Scott Brinker However, since slides can’t capture the full dynamics of the presentation, I thought I would follow with an essay version of …

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The future of marketing in a technology world

April 8, 2010 / Uncategorized / By Scott Brinker / 4 Comments

Next week, I’ll be presenting at Search Insider Summit with an 18-minute, TED-style talk called Rise of the Marketing Technologist. This time around, the event organizers — led by programming chair Gord Hotchkiss — asked speakers to put aside the usual topics and instead share our visions of where the future of marketing is headed. So while I usually talk about post-click marketing and conversion optimization at such events, I’ve decided that this is the …

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A perfect storm for marketing technology

March 26, 2010 / Marketing Software / By Scott Brinker / 6 Comments

To say that there are a lot of marketing technology companies out there is a major understatement. To help picture the scale of this expanding universe, here’s just a sample of the players in the field: These are merely a fraction of the firms offering marketing automation, web analytics, campaign management, conversion optimization, email marketing, bid management, keyword research, attribution management, behavioral targeting, digital asset management, marketing resource management, social media monitoring — and I’ve …

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Ideas for an agile marketing manifesto

March 24, 2010 / Agile Marketing / By Scott Brinker / 8 Comments

While working on an article for Search Engine Land, Agile Marketing For Conversion Optimization, it struck me that there really should be an Agile Marketing Manifesto. Just as the Agile Manifesto helped coalesce a diverse collection of software developers and their various agile methodologies under a common banner, there’s an opportunity for marketers to throw off the shackles of legacy processes from the last century and declare allegiance to a new set of guiding principles. …

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Business models for linked data and web 3.0

March 6, 2010 / Marketing Data / By Scott Brinker / 11 Comments

In January, I wrote a post on 7 business models for linked data (with an 8th model added shortly thereafter). Although far from comprehensive, it attempted to illustrate the range of direct revenue vs. indirect revenue models that could justify development of linked data initiatives. A number of people from the linked data community contributed feedback and suggestions of additional models, including Leigh Dodds (Thoughts on Linked Data Business Models), Paul Groth (Another 5 Linked …

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