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Seven Technology Trends that are Changing Marketing and the CMO

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Damon Gjording
Damon Gjording

This document summarizes 7 technology trends that are changing marketing: 1) facial recognition, 2) customer profiles and preferences, 3) wearable technology, 4) data lakes and experimentation, 5) automation, 6) personalization, and 7) content automation. It notes that marketing departments will outspend IT on technology by 2017. It also discusses how software has become central to how marketing engages with customers and that brands will need to meet customers on their own terms across websites, apps, emails, and social media.

Marketing
1 of 53
Seven Technology Trends that are Changing Marketing and the CMO Damon Gjording damon.gjording@nordstrom.com
76% - Marketing has changed more in the past two years than the previous half-century Adobe Report 1,000 marketers polled in Aug & Sept, 2013 by ResearchNow
By 2017 marketing departments will spend more on technology tools and services than their IT brethren. Gartner prediction
Marketing IT
Software has become how marketing sees and touches the world.
Marketing Technology Landscape
1 Facial Recognition
Facial recognition SaaS offerings APIs for marketing analytics
Social Email Reviews Store Interactions Pictures
2 Perspectives: Profiles & Preferences
Old: Marketing interrupted New: Be on the terms of customers Brands will find me……
Every open. Every click. Every page view and purchase.
What are customers doing on your website? Which pages are they visiting? Which links are they clicking? What are they doing in your app? What are they purchasing? When do they read their emails? How are they interacting on social media?
3 Wearable
Wearable technology market will ship at least 10 million units in 2014, 100+ million by 2020 - Deloitte
Behaviors Preferences Tolerances Threshold for content Immediate needs Quality, long-term relationships
4 Data Lakes & Experimentation
Fluid. Take what you want – personal perspective Raw data remains in the lake - multiple perspectives are possible Everyone does not have to agree Everyone can get their perspectives
5 Automation
6 Personalization
41% of consumer buy more from retailers who send personalized emails based on
"There is nothing more important for us than to be able to predict [customer response] when we launch a new initiative, a new brand, a new product, a new packaging." He thinks P&G can monitor online reaction to predict in-store sales well before sales data comes in. "We haven't cracked this nut yet. I believe this is the next stage of breakthrough opportunity." Proctor & Gamble CIO Filippo Passerini
7 Content Automation
7X
Commonality • Love new technology • Think big • Deliver results without the budgets they should have • Believe in the future of digital • conflicting to coping to commingling to collaborating to creating.
Shift of People & CMO • Agile today vs long term planning • Quantitatively minded • Master of all trades
Bringing them together • Leverage products across that enterprise that you standardize to bridge the gap – analytics tools is a great start • Deep Stack - Designers that were focused on branding and user experience, for example, now required to know how to code, while coders were expected to know best practices in user- experience design
Marketing’s perceptions of IT: IT is the department of “no.” IT doesn’t speak marketing’s language. IT doesn’t understand the need for speed. IT isn’t concerned with the customer. Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
IT’s perceptions of marketing: Marketing is spin. Marketers don’t care about integration. Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
Seven Technology Trends that are Changing Marketing and the CMO
Seven Technology Trends that are Changing Marketing and the CMO
Seven Technology Trends that are Changing Marketing and the CMO

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Seven Technology Trends that are Changing Marketing and the CMO

Editor's Notes

  1. A look into seven key trends changing marketing and the functional focus of marketing organizations. Technology shifts impacting and defining key marketing strategies from a consumer/retail marketing slant, including Omni Channel Experiences, Expansive Personalization, and Digital Marketing.
  2. Speaking of contention… let’s talk about the relationship between marketing and IT for a moment. It sometimes feels like this. But having worked on both sides of the divide, I can say that there’s a very logical reason for this tug-of-war. Marketing and IT have different goals and incentives.
  3. Context: 1. Audience: Marketers Agency folks Sales people 2. Current events: You: experience and ideas
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