Blog – Page 79 – Chief Marketing Technologist

We’re all CMOs and CIOs today…

August 7, 2011 / Marketing Management / By Scott Brinker / Leave a Comment

Last month, CMO.com published a terrific interview with Lisa Arthur, the CMO of marketing technology firm Aprimo, “We’re All CMOs and CIOs.” Here are a couple of excerpts (emphasis added is my own): “The first truth is that most global companies express their fundamental business strategy through IT, and customer experience falls into that,” stated Lisa. “At the same time, business success today is more about marketing than ever before. And marketing is executed through …

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Marketing Technology Landscape Infographic

August 3, 2011 / Marketing Software / By Scott Brinker / 28 Comments

UPDATE: The 2020 Marketing Technology Landscape is now available. When I first presented the Rise of the Marketing Technologist, my key exhibit was a kaleidoscope of over 100 logos of marketing technology companies — what better way to viscerally express the awe-inspiring explosion of software in marketing. Ever since then, I’ve itched to take that hot mess of a graphic and organize it, group the products into categories, and reveal some of the underlying structure …

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What can marketing automation do for you? #MITX

July 29, 2011 / Marketing Software / By Scott Brinker / 3 Comments

Popped into a session hosted by MITX yesterday morning, What Can Marketing Automation Do for You? The panelists were Jim Williams of Eloqua, Christopher O’Donnell of Hubspot, and Bill Stone of RenaissanceOPTI. Given my interview with Steven Woods last week on marketing automation as a solution to the explosion of marketing touchpoints — as well as Eric Wittlake’s thoughtful commentary, When Did Automated Dialogue Trump Real Conversation? — I was eager to hear other perspectives. …

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Marketing technology as your ZMOT engine of war

July 26, 2011 / Marketing Tactics / By Scott Brinker / Leave a Comment

I finally got around to reading ZMOT: Winning The Zero Moment of Truth by Jim Lecinski, published by Google. If you haven’t read it yet, go grab a copy — it’s free. It’s actually a brilliant example of content marketing by Google — a company not exactly renown for their own content marketing (despite enabling it for the rest of us!). As I mentioned in my Search Engine Land column earlier this month, 3 Dead …

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How ad tech is disrupting the media buying world

July 24, 2011 / Agencies / By Scott Brinker / 1 Comment

The above diagram is from Clay Christensen’s web site with the definition of disruptive innovation. Ari Paparo, a senior VP at Appnexus, had a terrific article published in Ad Age last week, Don’t Look Now: Classic Disruption Is Taking Place In Advertising, describing the phenomenon of such disruptive technology on agencies and media buying in digital advertising. (Thanks to my co-founder at ion, Justin Talerico, for forwarding it to me while he was on vacation.) …

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Insights from the explosion of marketing touchpoints

July 18, 2011 / Interviews / By Scott Brinker / 2 Comments

At the Online Marketing Summit here in Boston last week, I caught up with Steven Woods, co-founder and CTO of Eloqua. I’ve been a fan of Steven’s since his first book on the transformation of sales and marketing, Digital Body Language. He now has a new book — Revenue Engine: Why Revenue Performance Management is the Next Frontier of Competitive Advantage — that continues this discussion on the new marketing. So I took advantage of …

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Chief Content Officer meets marketing technologist

July 12, 2011 / Marketing Management / By Scott Brinker / 2 Comments

The latest issue of Chief Content Officer magazine has just been published, featuring an article by yours truly: Rise of the Marketing Technologist. Although the gist of the piece is already well-known by readers of this blog — from posts such as my marketing technologist presentation at Search Insider Summit last year — the story of how marketing’s DNA is changing continues to be refined and expanded. I was thrilled that CCO magazine felt that …

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You might be a marketing technologist if…

June 22, 2011 / Other / By Scott Brinker / 7 Comments

How do you know if you’re a marketing technologist? Well, you might be a marketing technologist if… …you regularly use three or more different web browsers. …you know that third-party cookies aren’t leftover snacks from two previous social gatherings. …you have spent weeks trying to get two different web analytics packages to report the same numbers. …when someone mentions Amazon, you think of web services, not books. …you read TechCrunch more than AdAge (but you …

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Should agencies show more -aaS?

June 21, 2011 / Agencies / By Scott Brinker / 2 Comments

First there was SaaS — software-as-a-service. Then PaaS — platform-as-a-service. Then IaaS — infrastructure-as-a-service. These days it’s EaaS — everything-as-a-service. Development-as-a-serivce (DaaS). Testing-as-a-service (TaaS). Content-as-a-service (CaaS). Social-media-as-a-service (SMaaS). I’m not making these up. Is it AaaS — anything-as-a-service? Is the right adjective for that AaaS-inine? Which made we wonder… Should agencies simply rebrand themselves as MaaS — marketing-as-a-service? “We’re not mass marketing. We’re MaaS marketing.” (A homage to homonyms.) They’d better hurry. One of their …

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CEOs rank technological factors higher than CIOs

June 10, 2011 / Marketing Management / By Scott Brinker / Leave a Comment

I recently read the report from the 2011 IBM Global CIO Study, the result of “face-to-face conversations with more than 3,000 chief information officers worldwide.” Frankly, it read a little more like an IBM sales brochure than an objective research report — kind of light on actual data. But I did find one semi-quantitative diagram to be particularly intriguing: In a study last year, IBM asked CEOs to rank the impact of external forces on …

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