Rise of the Marketing Technologist

* NIMA A + B in 1993...* 20 years Sales & Marketing at some of the worlds top brands* Sales Leader & Social Software Evangelist EMEA @ IBM* Digital Marketing Partner Manager & Evangelist @ Adobe* Founded Arjan Radder Marketing Concepts Q1, 2012

Marketing was pretty 'easy' in my daysRemember those 4 P's...?

Not long ago we all lived in a 'one screen world' :-)

Anno 2012 Marketing is riding a killer wave of new technology.

And the one screen world has dissapeared...in a very short time..

Have brought endless opportunities to Marketers

The Extended Web and 'digitalization'

It has torn down complete business models and gave birth to many new ones.....

Hotels.com, Tripadvisor, PirateBay, Guggenheim.org, Airbnb.com Youtube.com, Spotify, etc etc

Let's look at a few more examples in the leisure domain..

These guys are 'dead meat'

These guys however; are 'in the zone'

Traditional retailers are loosing the battle and need to turn stores into experiences

Traditional retail turn over down 6% in Nl over 2012...

In the mean time web shopping has exploded. 5000 plus packages every day in NL alone...!

Technology also added an equal amount of complexity...

Technology MUST become part of marketing’s DNA.

Technology and marketing are 100% intertwined

IT

Marketing

So who navigates?

• Reports to CMO

• Coordinates with IT

• Coordinates with products

• Technology expertise

• Marketing savvy

Marketing CTO (Chief Marketing Technologist)

Rise of the Marketing Technologist

Brings Marketing and technology under one umbrella.

And leads way into the

For example in sports or maintanance

LZR Racer swimsuit

Wilson Nanoclubs http://nano--tech.blogspot.nl/p/leisure.html

Sir Tim Berners-Lee

E-Tourism: Creating Dynamic Packages using Semantic Web Processes

Ideal for for example E-Tourisme applications

http://www.w3.org/2005/04/FSWS/Submissions/16/paper.html

Helping out in many ways (and also taking over many jobs)

“Virtual reality (VR) offers tourism many useful applications that deserve greater attention from tourism researchers and professionals. As VR technology continues to evolve, the number and significance of such applications undoubtedly will increase”

Virtual tourisme?

Full article at: http://www.sciencedirect.com/science/article/pii/S0261517709001332

Guggenheim Online

➔ Customers, customers, customers!

➔ Technology is always a means and not a goal

➔ Understand the role and value of Technology (not (perse) the Techno itself)

➔ Become, or become friends with, the Marketing Technologist

➔ Always, always be aware of the future...

➔ Never forget the 4 P's...:-)!

arjan@raddermarketing.nl – www.raddermarketing.nl – +31 6 2501 0586www.twitter.com/arjanradder – linkedin.com/arjanradder – slideshare.net/arjanradder

Inspirational credits to Scott Bricker, The Marketing Technologist