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CMOs will spend more on IT than CIOs, but marketers are overwhelmed by technology and its impact on the customer lifestyle. This presentation examines the challenges that marketers face with technology, future media, and how businesses can navigate them.
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The Marketing Code DisconnectSummer, 2013
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By 2017 CMOs Spend More on IT than CIOs
Source: Gartner
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Marketers Are Not Prepared
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Digitization Creates Media Convergence
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Big Data Forces Relevancy
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Multiple Devices Force Experience Based Design
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Facing Tech & Convergence Challenges Marketing Organizations
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Change and Evolution
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Marketers Must Embrace Tech, and Automation Software Must Evolve
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Understand & Work w/ All Disciplines
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Example: Starbucks
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Example: Tough Mudder
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Additional Issues: Content Overload
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The Ever Continuing ROI Question
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Still Lagging with Social Integration
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How People Are Using Devices
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The Contextual Rudder Remains…
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Customers
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The Customer Experience as Marketing
What’s Coming Next
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Completely Wireless Untethered Customers
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The New Role of Location
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Voice Input Will Replace Typing on Mobile Devices
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Google Glass Project Leading Augmented Reality
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The Public Nature of Information Will Be Even Faster
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On Demand Customer Service?
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How Algorithms and Big Data Apply
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Response Based on Popularity
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Scenario Building
• Big Data and automation can allow custom content and messaging can be delivered.
• Custom and live interaction with attendees, customers (think # economy)
• Unprecedented level of detail can be presented
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How Tools HelpEducationSoftwre
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Questions?
