The Chief Marketing Technologist

Marketing is rapidly becoming one of the most technology-dependent functions in business. In 2012 the research and consulting firm Gartner predicted that by 2017, a company’s chief marketing officer would be spending more on technology than its chief information officer was.

A new type of executive is emerging at the center of the transformation: the chief marketing technologist. CMTs are part strategist, part creative director, part technology leader, and part teacher. They have a common job:

  • aligning marketing technology with business goals
  • serving as a liaison to IT
  • evaluating and choosing technology providers
  • helping craft new digital business model

The best CMTs set a technology vision for marketing. They champion greater experimentation and more-agile management of that function’s capabilities. And they are change agents, working within the function and across the company to create competitive advantage.

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This rise in digital budgets is not merely a migration of spending from traditional to digital media. A growing portion of marketing’s budget is now allocated to technology itself. A recent Gartner study found that 67% of marketing departments plan to increase their spending on technology-related activities over the next two years. In addition, 61% are increasing capital expenditures on technology, and 65% are increasing budgets for service providers that have technology-related offerings.

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There are now well over 1,000 marketing software providers worldwide. CMO and the CIO must collaborate closely. Marketing technology must be managed holistically. In a virtuous cycle, what’s possible with technology should inspire what’s desirable for marketing, and vice versa.”

via The Rise of the Chief Marketing Technologist – Harvard Business Review.

Next Gen Ads

“Standard ad formats are essential to delivering the scale needed by national [& international] advertisers. The demands placed on digital ad standards have increased exponentially since their inception, fueled by the rapid increase in bandwidth, device proliferation, and user expectations.

The next generation of standards must work for different ad types (e.g., brand vs. direct response) in a world where content is fluid across screens, while also being flexible enough to accommodate continuous change.

Digital_ad_types

The growing complexity of the digital advertising ecosystem makes ad standards more necessary today than ever before, but also raises the bar for what the standards must deliver.”

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via Preparing For A Post-Banner World: What To Expect From Next Gen Ad Standards.

A Great Logo

“The Making of … 6 questions to ask yourself when designing a brand:

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  1.  What emotions does the logo evoke?
  2. What’s the meaning behind the logo?
  3. Will the logo stand the test of time?
  4. Is it unique? Can it be instantly recognizable?
  5. How does it look in black and white?
  6.  Is it clear and distinct in small dimensions?”

via The Makings Of A Great Logo | Co.Design | business + design

2014 Internet Trends

Kleiner Perkins Caufield Byers

Mary Meeker, a partner at VC firm KPCB and one of the legendary observers of the Internet industry, is presenting her annual outlook on the industry.

It’s a Mobile 1st (emerging) World – Many Developing Nations Leapfrogged The Laptop/PC Era and went straight to using smartphones.

KPCB Internet trends 2014 - Time per Medium

 

Online Content Strategy

“Stories are both revealing and memorable.

Content strategies online demand that we quit the marketing and corporate speak and start telling stories.

People don’t want to hear corporate-speak about your company, product or service, they want to hear actual stories about how your customers are doing better by doing business with you!
A hiring process called Targeted Selection

One of the keys to the interview process with a new candidate was asking open-ended questions that required the candidate to tell a story. The reason was because it was a lot easier to get people to reveal their honest answer when you asked them to describe the entire story rather than ask them a yes or no question.

Here’s an example:

  • Do you work well with tight deadlines? Answer: Yes
  • Storified… Can you tell me about a time at work where you had a number of very tight deadlines that were going to be a challenge, or perhaps impossible, to make? Answer: A story that you could ask additional details about.”

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via Infographic: Storytelling versus Corporate Speak | Marketing Technology Blog. Inspired by Steve Clayton

Related:

Customer Experience lead Transformation

Altimeter: Technology Should Not Lead Digital Transformation

“A one-size-fits-all approach to digital transformation doesn’t exist.

Altimeter interviewed 20 executives and social strategists at 14 companies about their experiences in adapting to the new digital customer experience.

CMOs are getting more budget than CIOs, digital marketing is becoming a big priority for companies, brands are increasingly upping their budgets for mobile, social, and automation.

The catalysts for digital transformation have been technology-driven, not customer-driven. That means many businesses are embarking on a digital transformation only to find themselves not aligned with their digital customers’ expectations. “If we focus on technology, we will miss the human factors disrupting and making changes,” Brian Solis said.

The Elements of Digital Darwinism1

  • Digital transformation should be driven by the expectations of digital customers
  • “The role of the CMO is more important and strategic to a company’s success than ever before.”
  • Many businesses are still operating in a funnel model

Digital Transformation graphic1

Study what their digital customers want and expect, so that decisions are based on data and insight. The top companies understand, through data, that the customer journey has changed, and they’re able to optimize for the new journey.

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All companies going through this change have built out a “digital transformation team,” which is a cross-functional business unit—often called a center of excellence—that is dedicated to digital customer experience.

Disruption

“Aside from this research, we have heard that when companies really get deep down into [the digital transformation], they learn the values and expectations of digital customers are different than those of their traditional customers,” Solis told CMO.com. “And I won’t sugar coat it: That’s when things get hard. Everyone said that this [digital transformation] is like a marathon. You’re asking people to see the world differently and to change. That induces fear and self-preservation.””

Full Report here.

More on Digital Transformation.

Power of Color

What Your Logo’s Color Says About Your Company – FastCompany

“Neuroscientist Bevil Conway, who has focused his recent research almost entirely on the neural machinery behind color, believes the science behind color processing to be very powerful and completely underexploited.

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According to research complied by web design and marketing company WebPageFX, people make a subconscious judgment about a product in less than 90 seconds of viewing, and a majority of these people base that assessment on color alone. In fact, almost 85% of consumers cite color as the primary reason they buy a particular product, and 80% of people believe color increases brand recognition.”

3028378-inline-i-5-what-your-logos-color-may-say-about-your-company-infographicThe Effect of Color on Conversion Rate

  1. 85% of the shoppers say that color is the reason they make a purchase
  2. 66% of us wouldn’t buy an appliance if it is not in the color we want
  3. We recognize the colored adds in a magazine 26% more than the B&W ones

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