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 »
The problem with the Chicago school of economics isn’t so much its belief in rational decision-making — we can save for another day the computational complexity arguments against such precision in our thinking. Rather, it’s that it is too easy to misjudge what people are optimizing in their decisions. How many times have you looked
Godin’s hierarchy of business to business needs 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 »
I spend a lot of time thinking about how engineering culture and capabilities are seeping into marketing’s ecosystem. Marketers are becoming more tech-savvy by the day, which is a fascinating transformation to behold. But it struck me recently how much the inverse is happening too: many of the signature characteristics of marketing have now become
Engineers are becoming a lot like marketers too Read More »
I think a great marketing technologist should be part optimist, part pessimist. The optimist needs to indulge his or her imagination to drive the organization forward. To wonder, “what if?” To keep an open mind about new technologies and processes. To engage in the sort of creative free association and collaborative brainstorming that leads to
Marketing technologist: part optimist, part pessimist Read More »
Awesome little essay by Andrew Chen from last week: Growth Hacker is the new VP Marketing. As far as I’m concerned, you can almost perfectly substitute “growth hacker” with “marketing technologist,” as much of the rationale for this new breed of marketer is the same. Here’s his opening paragraph (emphasis added is my own): The
Silicon Valley Marketing Technologists: Growth Hackers Read More »
