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This is a presentation on how to think about technology in digital marketing agencies. It includes a brief history, how to think about the processes for getting work done and what the technology group should look like within a digital agency. Please contact me for more information or the much more detailed presenter notes.
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peanut butter and celery?
Marketing and Technology?
Technology Enables
Communication
$$$ moving to
interactive
Technology in Marketing
All need to be managed together
creative technologist, seo, analytics, planning, advertising, social media,
search, rss, mobile, api, sms, automation, cross-channel management, email,
communities
Technology Group
(we have a mission)
Where We
Were
Where we
are
Where
We Will
Be
Work In Progress
Approaches & Processes
Strategy
Creative
Production
Receive
Client
Brief
Begin technology environment
survey
Setup pre-production
toolset
Research Possible
Solutions
Document all corporate /
technological constraints
Create Strategic Proposal
Discover
Receive
Creative Brief
Define tech
needed
What does the product need
to do?
What qualities does it have?
Define
Requirements
What tech must it use?
Create Project
Plan
Define
IA / UX / UI
Design Sitemap Wireframes
Prototype
Bare Bones Proof of Concept
Functional
Specification
Technical, non-technical and
functional
Design
Pre-Production
Setup Environment Wireframes
Build
Test QA Usability
Launch Final QA Handoff
Develop
Maintain & Update Who is
responsible?
Analyze &
Measure
Support Post-mortem
Deploy
Short Term Goals
60% Production
Short Term Goals
Knowledge Base Define Best Practices
Aggregate current assets Document processes
medium term goals
30% Creative
longer term goals
10% Lead
• why marketing
• [1] http://businesstechnologyanalyst.com/2009/12/the-five-core-values-of-social-media-technology-for-business/
• [2] https://www.bcgperspectives.com/content/articles/marketing_media_entertainment_cmos_imperative/
• https://www.bcgperspectives.com/content/articles/cmos_dilemma/
• http://techmarketingpeitho.com/tag/cmo/
• http://www.marketingvox.com/study-cmos-must-evolve-to-meet-new-marketing-challenges-041987/
• http://www.clickz.com/clickz/column/1745852/future-advertising-technology-transforming-consumer-engagement
• http://www.deloitte.com/view/en_US/us/Services/consulting/all-offerings/hot-topics/tech-trends/index.htm
• http://www.guardian.co.uk/media/2010/nov/15/advertising-social-networking-digital-technology
• http://www.buzzle.com/articles/why-is-communication-important.html
• tech enables communication
• [3] http://www.chiefmartec.com/2010/09/technology-is-just-a-tool-but-are-you-skilled-with-it.html
• [4] http://adage.com/cmostrategy/article?article_id=146175
• [5] http://www.twistimage.com/blog/archives/the-time-is-ripe-for-a-chief-marketing-technologist/
Credits and References
• [6] http://www.thisisbigfish.com/technology/who-is-your-chief-marketing-technologist/
• [7] http://www.chiefmartec.com/2010/02/creative-technology-marketing-technology.html
• http://chiefmarketer.com/technology/1004-digital-technology-integration/
• http://www.chiefmartec.com/2010/04/rise-of-the-marketing-technologist.html
• http://www.informationweek.com/news/global-cio/interviews/showArticle.jhtml?articleID=228000079
• http://www.chiefmartec.com/2010/10/align-or-redefine-the-cmo-and-cio.html
• http://www.chiefmartec.com/2009/02/creative-technologists-in-brand-advertising.html
• http://www.massogroup.com/cms/content/view/6191/109/lang,vn/
• http://www.markitek.com/articles/marrying.htm
• http://www.markitek.com/articles/marrying2.htm
• http://en.wikipedia.org/wiki/Digital_marketing
• http://www.webstyleguide.com/wsg3/index.html
• presentation
• http://www.slideshare.net/jessedee/steal-this-presentation-5038209
• http://www.slideshare.net/jessedee/you-suck-at-powerpoint
• http://ficod.deviantart.com/art/telegrafico-65509498
Credits and References