You’ve probably been hearing more about agile marketing lately. Over the past 6 months, there has been a blossoming Renaissance of discussions, writings, and events on the subject — a number of which I summed up in a recent Search England Land column, Have You Adopted Agile Marketing Yet? In a nutshell, agile marketing adapts […]
10 key principles of agile marketing management Read More »
Marketers will spend about $1 trillion this year on external costs: everything from advertising of every kind, marketing services such as direct mail and lead generation, agency fees, data and intelligence such as market research, and — at the very bottom of the stack — software and technology. In 2012, marketing technology will account for
We are the 1% (of global marketing spend) Read More »
Momentarily, I’ll be delivering the closing keynote at Agile Day hosted by Valtech in Paris, talking about customer experience, agile marketing, and marketing technology — and how they’re all entwined into the new competitive landscape of business. (Agile. Marketing technology. And Paris. I may have found paradise.) Here is the slide deck from my presentation:
Everything is marketing, everyone must be agile Read More »
The following is a foreword I wrote for a new Agile Marketing white paper produced by Valtech. We’re privileged to live in the most exciting time in the history of marketing. While every profession has been impacted by the explosion of ubiquitous computing and connectivity in the digital age, the impact on marketing has undoubtedly
The single most valuable marketing capability today Read More »
I had an interesting call earlier this week with Samson David, the global head of business platforms for Infosys. Our chat came about because Infosys, in partnership with WPP and its Fabric subsidiary, is now promoting its own marketing technology platform for major brands, BrandEdge. There are so many fascinating layers to this story, it’s
The wild marketing technology alliance of Infosys and WPP Read More »
Julie Schwartz, SVP of research for the Information Technology Services Marketing Association, shared some fascinating results from a recent survey on marketing transformation they conducted with the following companies: They asked marketers in these firms about a number of different roles — community manager, social engagement leader, chief content officer, data scientist, and chief technologist:
25% of these firms have a chief technologist in marketing Read More »
A headline on Forbes caught my eye the other day: Are CMOs the New CIOs? It cites the Gartner study following the money from IT to marketing and concludes (emphasis added is my own): The convergence between marketing and technology is undeniable, and it’s still in its infancy. Imagine a world where a brand’s success
CMOs are the new CIOs — crazy or prescient? Read More »
This is a follow-up to my post on why marketing software will never be like ERP (but it’s still going to be a ridiculously huge, multi-billion dollar industry). The marketing technology landscape continues to expand and evolve at a breakneck pace. But while its vibrancy is in large part due to a fertile environment for
Marketing technology: suite, platform, or portfolio? Read More »
One of the other points that leaped out at me in the Econsultancy/Adobe report I discussed earlier this week — Are agencies hopelessly screwed or on the verge of a spectacular Renaissance? — was the increasing challenges of finding good technical talent. Under the heading “the tech talent time bomb,” the report cites research from
The tech talent time bomb in marketing Read More »
Experian — another one of those multi-billion dollar companies engaged in enterprise marketing — released their 2012 Digital Marketer Trend and Benchmark Report earlier this week. Right up in the front of this hefty 154-page report is a spread on understanding the marketing technology ecosystem — which is clearly the substrate upon which modern marketing
The marketing technology ecosystem wheel Read More »
