Just read a great article in the MIT Sloan Management Review, The Secrets of Marketing in a Web 2.0 World. The authors interviewed more than 30 executives and managers in both large and small organizations that are at the forefront of experimenting with Web 2.0 tools in marketing and came up with a set of emerging principles for marketing: Don’t just talk at consumers — work with them throughout the marketing process. Give consumers a …
Let me state right up front: I am an advocate of scientific marketing. Just in case there’s any doubt as you read on. Marketing ideas should be tested and one should apply the scientific method to those tests. Most of marketing is now measurable, directly or indirectly. With digitally produced and distributed marketing — particularly channels such as search engine marketing, online advertising, email marketing, post-click marketing, and web site optimization — it’s often practical …
Marketing as a science, but science is a creative endeavor Continue Reading »
What is the role of a chief marketing technologist? Short version: a chief marketing technologist (CMT) is the person responsible for leading an organization’s marketing technology. A company may or may not be a “technology” business, but in today’s world it needs to deftly leverage technology in its marketing to: optimize its marketing strategy and tactics; interface with its audience through digital channels. In a wired world, marketing must be technology-savvy for a business to …
Every profession has its vernacular, the insider lingo that serves as both a shortcut and a sort of secret handshake. Acronyms and abbreviations are often the epitome of such jargon, inscrutable to those outside the club. (“Fix the DNS with the new IP for your SaaS CRM ASAP — think of the SLA!”) But some rare abbreviations bring grace and beauty to an otherwise jumbled stack of industry terms. One of my favorite has always …
I have spent most of my working life at the intersection of marketing and technology. I’ve been on both sides of the fence, with a background as a software engineer and platform architect on one side and many years of experience in product marketing (and enough corporate marketing to be dangerous) on the other. I’ve consulted separately with marketing departments and IT departments, for small start-ups and the Fortune 500. But by far the most …
Subscribe to our newsletter to receive our latest articles directly to your inbox!
