Thank you for all the positive feedback on Rise of the Marketing Technologist. It’s been inspiring to hear so many stories of people who are already working as de facto marketing technologists — one of whom called my proposal for a marketing CTO their “dream job.” This bolsters my belief that the talent and skill […]
20 years of massive development in marketing (a metaphor) Read More »
Last week, I gave my talk at Search Insider Summit on the Rise of the Marketing Technologist. Based on the positive feedback I received from brands, agencies, and technology vendors alike, it apparently resonated deeply. So, first, I’d like to share the slide presentation with you: Rise of the Marketing Technologist from Scott Brinker However,
Rise of the Marketing Technologist Read More »
In January, I wrote a post on 7 business models for linked data (with an 8th model added shortly thereafter). Although far from comprehensive, it attempted to illustrate the range of direct revenue vs. indirect revenue models that could justify development of linked data initiatives. A number of people from the linked data community contributed
Business models for linked data and web 3.0 Read More »
Flying home from the Semantic Technology Conference 2009 (#semtech2009 on Twitter), I have to confess that I’m drunk on the Kool-Aid. My presentation on marketing in the semantic web attracted a packed room, and feedback — from both technical and business attendees — was incredibly positive. But it was the sum of the rest of
Marketers: the web of data is inevitable Read More »
This was a fascinating week for social media and disruptive innovation in marketing. Take these 4 stories: Yesterday, eMarketer reported that people all over the world are spending more and more leisure time online, on both a daily and weekly basis. A study by TNS Global found that in 2008, US adults spent 30% of
4 stories of disruption in marketing Read More »
I believe that marketing — as a function, a profession, and an industry — is experiencing transformational changes and disruptive innovation, driven by the evolving capabilities and culture of the Internet and a new generation of marketing technology software. It is becoming more distributed in execution, more personalized in communications, and more fluid across boundaries
Reflections on marketing technology for a New Year Read More »
A colleague of mine recently said her New Year’s resolution is to blog, blog, blog. She’s a busy executive, with little time to spare, and always a hundred other things competing for her attention. But she also knows that active participation in the social media sphere — blogging, Facebook, Twitter, LinkedIn, etc. — is increasingly
Social media personal trainers Read More »
A reader recently commented on my semantic advertising post with a great question: exactly how well does semantic advertising do compared with plain old contextual advertising? Can the difference be quantified in a way that’s independently verifiable? It should be. I understand why it’s not today. There are hundreds of advertising networks, each with their
Semantic advertising contextual corpus Read More »
Are the creative capabilities of major advertising agencies really being disrupted by online marketing? Here’s one theory. Clay Christensen, Harvard Business School professor and author of bestselling books such as The Innovator’s Dilemma and The Innovator’s Solution, has a model for disruptive innovation. As a particular type of product or service improves over time, its
Disruptive innovation in online advertising Read More »
Enterprise marketing management (EMM) software is, to a marketer-technologist such as myself, the Holy Grail of 21st century marketing. Like enterprise resource planning (ERP) for operations, its aim is to provide a holistic, integrated view of an organization’s entire marketing universe — an overarching umbrella that enables everyone from the distributed front-line up to the
Enterprise marketing management and the vastness of online marketing Read More »
