Marketing Management

50 billion reasons for marketing innovation

Mary Meeker, the renowned Internet analyst at Morgan Stanley, just gave her presentation on Internet trends at the Web 2.0 Summit. Mary’s presentations are legendary because of the clear, data-driven insights she brings to what is a huge and highly chaotic market space. In this presentation, she posed 10 questions that Internet executives should ask and answer. The one I found most interesting was #4: Advertising. She advocates that advertising is still ripe for innovation …

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Marketing technologists make fire

“Shouldn’t all marketers be marketing technologists?” That’s a comment I’ve been hearing more frequently. One of the more interesting objections to my case for a chief marketing technologist is, “Shouldn’t the CMO be the chief marketing technologist?” I think there are two separate ideas being confounded here: 1. Marketers who are technology savvy. 2. Technologists who apply their skills in marketing. I know, that might sound like a subtle, nit-picky distinction. But there’s a big …

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IT dictators in an age of marketing democracy

Caron Carlson, editor of FierceCIO, just posted Letting Marketing Handle Its IT, Part 2, continuing the discussion started last week. (See my post on governance vs. management in marketing technology.) Caron highlights some of the comments left by readers to part 1 and draws her conclusion in the last two paragraphs of this new editorial: A comment by CIO Christine W. sums it up well. In her company, she writes, all technologies require her approval …

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Governance vs. management in marketing technology

My recent article in InformationWeek — on why the marketing technology genie isn’t going back into the IT bottle — has stirred a few lively responses. Caron Carlson, editor of FierceCIO — got to love that name, especially walking into a debate about the future of marketing technology — responded with an editorial to her readers, Are you ready to let marketing handle its own IT? One of her concerns is my suggestion that, while …

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Why the marketing technology genie isn’t going back into the IT bottle

InformationWeek just published a guest article of mine, Why Marketing Should Run Its Own Technology. While I’ve been advocating greater technology leadership to marketers for a while, this is my first attempt to “reach across the aisle” and make my case directly to the IT community. Always up for a lively conversation, I don’t pull any punches, describing three structural differences in this new era of technology-driven marketing that I believe will limit IT’s ability …

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Advocating marketing technology leadership at Pivot

Earlier this week I had the honor of presenting at Pivot, a new conference in New York City hosted by Chris Shipley (see 5 reasons to be excited about Pivot). My talk: The Case for a Chief Marketing Technologist. It sparked a number of interesting conversions, both at the conference and around a wonderful article that was written about it on Mashable, Should Your Company Have a Chief Marketing Technologist? I’ll follow up on some …

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Marketing technology shouldn’t be divided in two

It’s been a great few weeks for the “chief marketing technologist” meme: the CMO Strategy editorial in Advertising Age, an article in Marketing Sherpa, and an amazing post by Mitch Joel of Six Pixels of Separation — which spurred a lively discussion in its comments! — with follow-up mentions by Eric D. Brown, Steve Johnson of ProductMarketing.com, SmallBizTechnology.com, IAB SmartBrief, two mentions (one, two) on CMO.com, and a ton of comments on Twitter. First and …

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Align or redefine the CMO and CIO?

The CMO Council and Accenture just released a new report, Driving Revenue Through Customer Relevance: Aligning the CMO and CIO to Achieve Agile Intelligent Marketing. We should start by noting that Accenture makes its money through IT consulting. Based on the executive summary I reviewed, it strikes me as less of a blueprint for the future so much as a contentious relationship counseling session. The report begins with a noble goal: The CMO Council believes …

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CMO Strategy: Establish a Chief Marketing Technologist

Advertising Age just published an article of mine, The Case for a Chief Marketing Technologist, in their CMO Strategy section. This is a sneak preview of the session I’ll be presenting at the Pivot conference in a few weeks. The article begins with a refrain that is familiar to readers of this blog: We have entered a Golden Age of marketing technology. There are now thousands of software applications built for nearly every aspect of …

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Technology is just a tool… but are you skilled with it?

“Technology is just a tool.” This is a popular refrain in discussions around marketing technology. Marketers invoke it as a way to emphasize the marketing over the technology. And IT invokes it as a way to categorize marketing technology as the same as any other kind of technology. Since marketing and IT are both a little uneasy about the explosion of marketing software, it’s a nice bromide. I agree that technology is just a tool. …

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