The latest issue of Chief Content Officer magazine has just been published, featuring an article by yours truly: Rise of the Marketing Technologist. Although the gist of the piece is already well-known by readers of this blog — from posts such as my marketing technologist presentation at Search Insider Summit last year — the story […]
Chief Content Officer meets marketing technologist Read More »
How do you know if you’re a marketing technologist? Well, you might be a marketing technologist if… …you regularly use three or more different web browsers. …you know that third-party cookies aren’t leftover snacks from two previous social gatherings. …you have spent weeks trying to get two different web analytics packages to report the same
You might be a marketing technologist if… Read More »
First there was SaaS — software-as-a-service. Then PaaS — platform-as-a-service. Then IaaS — infrastructure-as-a-service. These days it’s EaaS — everything-as-a-service. Development-as-a-serivce (DaaS). Testing-as-a-service (TaaS). Content-as-a-service (CaaS). Social-media-as-a-service (SMaaS). I’m not making these up. Is it AaaS — anything-as-a-service? Is the right adjective for that AaaS-inine? Which made we wonder… Should agencies simply rebrand themselves as
Should agencies show more -aaS? Read More »
I recently read the report from the 2011 IBM Global CIO Study, the result of “face-to-face conversations with more than 3,000 chief information officers worldwide.” Frankly, it read a little more like an IBM sales brochure than an objective research report — kind of light on actual data. But I did find one semi-quantitative diagram
CEOs rank technological factors higher than CIOs Read More »
Maybe it’s the Mad Men marketer in my hybrid DNA, but I’ve always been a little underwhelmed with Google AdWords. The business model of pay-per-click (PPC) is great. The ability to scale to thousands of micro-targeted ads is great. The analytics and testing capabilities are pretty good. And, hey, major hats off to intercepting buyers
Google *finally* innovating with search ads Read More »
There’s a fascinating debate raging in the DigitalNext section of Ad Age that captures some of the current “culture wars” on Madison Avenue between marketers (“mad men”) and technologists (“math men”). A few weeks ago, Kendall Allen wrote a piece titled: The Dangers Of Online Advertising’s “Math State” that begins with this shot across the
Is marketing becoming a math state? Is that good? Read More »
Where should marketing technology live in the marketing organization? I agree with Forrester’s recommendation of creating an office of marketing technology within the department — headed by a marketing CTO or chief marketing technologist, reporting to the CMO. (For smaller companies, that “office” might consist of a single marketing technologist with many hats.) But what
Put strategy and creative ahead of marketing technology Read More »
These are remarks I’m delivering today for the Phi Beta Kappa induction ceremony at my alma mater, the School of General Studies at Columbia University. Since these five strategies come in handy in my work nearly every day, I thought I share them here as well. When I arrived at Columbia, a 30-year-old software entrepreneur
5 Strategies for Business, Life and Really Hard Math Problems Read More »
A recent Forrester report on Understanding The Marketing Technology Buying Process (which is also available from Neolane) had a few exciting revelations. Their survey of 137 customer intelligence professionals — whom they see as a new breed of marketer — showed that marketing is now starting to lead the buying process for marketing technologies. I
Forrester: Establish a marketing technology office Read More »
Written version of my Search Insider Summit presentation today: In the beginning, there was marketing. Simply marketing. Then, in the era of Mad Men, the marketing universe split in two. Suddenly, we had brand marketing, building a brand image, a position in the market — marketing above the fray. Versus direct marketing, right down in
From marketing specialties to marketing mash-ups Read More »
