Marketing Management

Earlier this year, I gave a presentation at Search Insider Summit on the topic of marketing mash-ups. It was a whirlwind tour of how marketing started from a single discipline and, over the years, fragmented into a dizzying array of specialties and subspecialties. It also offers a few ideas for how we can turn this […]

I’ve shared the laws of technology for marketers. But what about laws of marketing for technologists? The single most insightful marketing book I’ve ever read was published nearly 20 years ago, before the Web was anything more than an academic experiment: The 22 Immutable Laws of Marketing by Al Ries and Jack Trout. Marketers of

Yesterday, MarketingProfs published a podcast interview between me and Matthew Grant on the topic of Why You Need a Marketing Technologist. We started by talking about what Matt calls the “technologization” of marketing: “So much of the information that marketers have about who their audience is, what that audience is reacting to, is seen through

Last week, I spoke at Adobe’s Enterprise Partner Community Day in NYC on the Rise of the Marketing Technologist (and What It Means for Agencies). Adobe has now posted the video of that session — click the image below to open a full window and see the video and slides synchronized: The event was a

“Marketing must control its own technological destiny.” Not too long ago, that was a radical proposition. (In some IT quarters, it might still be.) But today, the esteemed enterprise analysts at Forrester released two new reports that take that proposition mainstream: Investing In Marketing’s Technology Future and Three Approaches To The Marketing Technology Office. $499

The good news is that, at last, everyone agrees: Marketing technology is now a major dimension of marketing. The marketing department and the IT department must collaborate. The challenge, however, is that beyond those two principles, there is a stunning diversity of opinions for how marketing technology should be managed and exactly what the new

We were in New York this weekend, and we walked by the Apple Store on 5th Avenue. A large crowd of people had gathered around an impromptu memorial to Steve Jobs — made of post-it notes, messages on MacBook and iPad boxes, printouts of “Think Different” ads, flowers, apples. I found it touching and inspiring:

Yesterday, I attended Forrester’s inaugural CIO-CMO Forum. Sharyn Leaver, one of the hosts from Forrester, kicked off the event by saying, “This is the first time we’ve brought CIOs and CMOs together in the same room — hope everyone comes out alive.” Nervous laughter. And so began a fascinating day of joint CIO-CMO sessions, with

This may be inside baseball, but I am mesmerized by the drama playing out at TechCrunch right now — and I can’t help but see a metaphor for the shift of marketing within it. The short version: TechCrunch is world’s most popular tech blog, acquired last year by AOL/Huffington Post, but largely permitted to retain