Thanks to The New York Times article yesterday — What Did Microsoft and Adobe Chiefs Talk About? — there are a lot of rumors flying about a potential merger between the two. Although the hubbub surrounding this possibility is mostly about (1) the two teaming up to compete with Apple, particularly in the mobile space, […]
If Microsoft acquires Adobe for online marketing Read More »
The CMO Council and Accenture just released a new report, Driving Revenue Through Customer Relevance: Aligning the CMO and CIO to Achieve Agile Intelligent Marketing. We should start by noting that Accenture makes its money through IT consulting. Based on the executive summary I reviewed, it strikes me as less of a blueprint for the
Align or redefine the CMO and CIO? Read More »
Advertising Age just published an article of mine, The Case for a Chief Marketing Technologist, in their CMO Strategy section. This is a sneak preview of the session I’ll be presenting at the Pivot conference in a few weeks. The article begins with a refrain that is familiar to readers of this blog: We have
CMO Strategy: Establish a Chief Marketing Technologist Read More »
“Technology is just a tool.” This is a popular refrain in discussions around marketing technology. Marketers invoke it as a way to emphasize the marketing over the technology. And IT invokes it as a way to categorize marketing technology as the same as any other kind of technology. Since marketing and IT are both a
Technology is just a tool… but are you skilled with it? Read More »
When I heard that Chris Shipley was producing a new conference focused on the modern dynamics of brand marketing, I was instantly intrigued. First of all, it’s a terrific topic. While other events have tackled aspects of this — such as a plethora of social media events or shows on state-of-the-art advertising — I believe
5 reasons to be excited about Pivot conference Read More »
As marketers adopt more and more marketing technology in their work, particularly cloud-based applications, with many choices and many different opinions about what software is best for a particular purpose, the question arises: To what degree should marketing applications be centralized or standardized within an organization? This question usually arises from the bastions of the
Should marketing technology be centralized? Read More »
Some people believe that all technology should be centralized in the IT department. They reject the idea that marketing should control its own software — even though modern marketing is now deeply entwined with the technologies it uses. The premise of these naysayers is that only IT can responsibly manage technology, cloud computing or not.
The Chief Language Officer Parable Read More »
Change is scary. Big, organization-altering, career-shifting change is downright terrifying. While it can be fun to blog about disruptive innovation and creative destruction — commenting as an observer to the end of the world as we know it — actually being caught in the middle of such change is another sensation entirely. Believe me, I
Marketing and IT share a common fear Read More »
Tomorrow (Tuesday, August 31) at 2pm Eastern, I’ll be presenting a MarketingProfs webinar, “Marketing in the Cloud.” Sponsored by Citrix, it’s an updated take on my post about marketing in the cloud from a couple of years ago. I’m writing this last minute, but if you catch this in time, you can join the event
Marketing in the Cloud Webinar Read More »
You are what you eat. You are the company you keep. And now a new maxim: You are the software you use. Like all great maxims, of course, that’s more than a little overstated. But now that software and technology underlie almost everything we do — inside our our organizations, as well as in the
Marketers: you are the software you use Read More »
