Technical Marketing: The New Normal by Michael King - #SEJSummit Atlanta

IPULLRANK.COM @ IPULLRANK IPULLRANK.COM @ IPULLRANK

TECHNICAL MARKETING IS THE PRICE OF ADMISSION

Michael King (@iPullRank) Founder, iPullRank

#SEJSummit #Searchmetrics @iPullRank

Sebastian Wenzel, Webanalyticsbook

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3 TAKEAWAYS


1.  Stay Curious About Technology 2.   Establish a Baseline of Technical Skills

3.   Learn your Marketing Tools


This is the stock market as most of us know it.



When you think of the stock market, you think of guys like this.



Really, this is the stock market as it actually exists today.



For years traders felt like the markets “weren’t the markets" anymore, but didn’t know why.



It wasn’t until “flash crash” of May 6, 2010 that brokers really started to understand.



ROBOTS HAD TAKEN OVER THE MARKETS

Or rather high frequency trading algorithms did



The SEC implemented Reg NMS to require bid distribution across multiple exchanges



LATENCY CREATES ARBITRAGE OPPORTUNITIES

High Frequency Traders capitalize on the microsecond latency between trades



Front Running with HFT

Exploiting the latency between trades, they could trade against you before your original trade went through.



THAT’S RIGHT. THEY “GROWTH HACKED” THE STOCK MARKET



These people embraced technology and created an opportunity in a fragmented marketplace



…while other brokers were at the mercy of technology.



This was the forceful evolution of Wall Street.



MARKETING HAS THE SAME EXACT PROBLEM

1



This is Where We’re At

Now is the time to find the crevices in the market to see outsized returns.



We’re Not Ready for Right Now...

Most marketers feel that their team is not ready to handle today’s technology.



We’re Not Maximizing

Most people are using their marketing technology just for email marketing.



How About the IoT?

So where does that leave marketing for the upcoming explosion of the Internet of Things?



It leaves you right here. Not ready for what hit you.



We All Agree IoT is Next

Senior marketers agree that IoT is the next big thing, but there’s a disconnect with current channels and technology.



…But Few Are Ready

We are on the verge of a technological revolution that marketers are not ready to capitalize on.



Technical Expertise Not Needed?

Marketers marketing to marketers want you to believe that technical expertise is not a requirement.



HAVE YOU HEARD OF JAVASCRIPT?

JavaScript MVW frameworks have made content accessibility a little more difficult in recent years.



ANGULAR’S GROWTH IS A KEY REASON WHY

SEO is more technical than ever before, actually.



“NO IMPLEMENTATIONS UNTIL 2017”

And still you are at the mercy of technology and your development team.



SECRET: NOTHING IS EVER THAT HARD. Developers are seen as magicians so they get away with a lot because you don’t understand what they do.



This is exactly why “growth hackers” are eating your food.



The New Normal

Companies like Facebook only hire technical marketers. This is fast becoming the new normal.



WHAT DO YOU KNOW ABOUT ADWORDS SCRIPTS?

Did you know some marketers automatically make their PPC bids change based on the weather?



EVER RETARGET THE WRONG PERSON?

Did you know that’s easily solved on the frontend multiple different ways?



EVER WANTED TO RETARGET JUST ONE PERSON?

Cookie pools have minimums, but I solved that with a few lines of code.



Did You Know Your Ad Network Will Lie to You?

If you’re not savvy enough to figure it out, you could be wasting big portions of your budget. h/t @willcritchlow

https://medium.com/@robleathern/the-mobile-video-ad-lie-938a6de51367



Does Programmatic Scare You?

The programmatic ad marketplace is not much different from high frequency trading. Are you ready?



THIS IS NOT ABOUT LEARNING TO CODE It’s about understanding possibilities and communicating effectively with your team to capitalize on them



OH, You’re Still Siloing Your Teams?

Despite how ineffective it is, companies still take an assembly line approach where marketing and development don’t interact



The modern marketing team must have developers on it.



Of big firms now have a chief marketing technologist. This is good news.

Gartner

81%



WE ARE MATH MEN AND MAD MEN. It’s about understanding possibilities and communicating effectively with your team to capitalize on them



STAY CURIOUS ABOUT YOUR TECHNOLOGY

1



Change the Perception

Marketers are OK with not knowing how things work which makes developers dismiss you.



It’s like speaking French in Paris. They’ll just be happy that you tried.



Stay Up on Coding Trends

What’s popular in the development community dictates where trends are going. HackerNews BuiltWith Trends



Learn from what the market is doing.



Learn Your Tools Well

I’ve never seen an instance of Omniture set up properly. I rarely see someone who knows how to use it.



Push Your Tools to the Limits



Stay Curious About Your Data



Discover what is possible.



ESTABLISH A BASELINE OF TECHNICAL SKILLS

2



Establish a Baseline of Skills

Everyone on the iPullRank team knows HTML, CSS, SEO and Google Analytics no matter what they do.



T-Shaped Marketer

Modern marketers must have a working knowledge of many different disciplines with deep knowledge in a core skill of their choosing.



Cornerstones Haven’t Changed

Fundamentally, marketing is still the same. The medium, tools, and speed have changed dramatically.



HTML & CSS

Learn how to build a web page. https://www.codecademy.com/tracks/web

HTML & CSS



JavaScript

Learn how to make a dynamic webpage. https://www.codecademy.com/tracks/javascript



APIs

Learn how to make applications talk to each other. https://www.codecademy.com/apis



SQL

Learn how to work with databases. https://www.codecademy.com/courses/learn-sql



Search Engine Optimization

Learn how to make content visible. http://www.distilled.net/u/



Pay Per Click

Learn how to advertising auctions work. https://support.google.com/partners/answer/6123881?hl=en



Content Strategy

Learn how to make useful and usable content. http://thecontentstrategytoolkit.com http://contentstrategy.com



User Experience

Learn how to plan user experiences that work for your target audience. http://www.uxapprentice.com



Measurement

Learn how to measure the performance of marketing activities. https://analyticsacademy.withgoogle.com



Data Mining

Learn how to dig through your idea to identify opportunities. https://www.coursera.org/specializations/datamining



Optimization

Learn how to optimize experiences for the completion of business objectives. http://do.thelandingpagecourse.com/



TOOLS YOU SHOULD KNOW AS MATH MEN

3



Tools Create Oppportunities

Tools can be transformative to workflows and efficiency. They can also create entirely new opportunities.



API Growth

APIs have exploded in the last 5 years. There’s more structured data available than ever before.



MarTech Landscape

Don’t worry, most of this stuff sucks and tried and true or free open source solutions work just fine.



“Tools must shift from lines of code to declarative tools that allow business analysts to drag and drop processes, and users to compose apps rather than code them.”

…and that’s where things are headed.



No Code is MarTech’s Best Trend Tools like Optimizely, Google Tag Manager, Zapier and Unbounce put the power back in the hands of marketers



MySQL

Excel’s million row limit isn’t going to cut it in the big data environment. http://www.mysql.com



MySQL for Excel

Pull your preprocessed query data into Excel. https://www.mysql.com/why-mysql/windows/excel/



Google Analytics

Google Analytics is more than everything you need for effective measurement. http://www.google.com/analytics



Programmable Web

Stay in the know about what data is available. http://www.programmableweb.com



GA Query Explorer

Get the most out of GA by querying the API. https://ga-dev-tools.appspot.com/query-explorer/



Google Tag Manager

Google Tag Manager is the future of measurement setups. http://tagmanager.google.com/



CHECK OUT OUR FREE GUIDE TO GTM

http://ipullrank.com/google-tag-manager



Klipfolio

Connect all your data sources into stakeholder dashboards http://www.klipfolio.com



Orange

Make data mining a visual process rather than just a mathematical one. http://orange.biolab.si



FullContact

Enhance data on your users based on their email addresses. http://www.fullcontact.com



Local Web Server

Download a web server for building and testing. https://www.apachefriends.org/index.html



URLProfiler

Understand content’s performance quickly across every metric that matters. http://www.urlprofiler.com



MailChimp

From newsletters to trigger emails for marketing automation, MailChimp is usually all you need.



Zapier

Automate your app connections. Achieve scale and efficiency. http://www.zapier.com



Kimono Labs

Scrape content from websites without any code. https://www.kimonolabs.com/



Mautic

Open source Marketing Automation. http://www.mautic.com



Postman

Test out APIs without any code. http://www.getpostman.com



Unbounce

Build landing pages without any code. http://www.unbounce.com



Optimizely

Build conversion tests without any code. http://www.optimizely.com



Personyze

Do drag and drop personalization for free. http://www.personyze.com



Chrome Developer Tools

Understand the code on your page. Ctrl+Shift+I in Chrome.



WordPress

The only CMS you’ll ever need http://www.wordpress.org



THE MODERN MARKETING PROCESS



You’re a Conductor

Your job as a modern marketer is to be a conductor across many disciplines.



Strategic Planning

You need to be able to bring a strategy together from end to end that also covers the technical aspects



Be prepared to execute it yourself. If you must.



Process STRATEGIC PLANNING

CONTENT STRATEGY

TECHNICAL DEVELOPMENT

PROMOTION MEASUREMENT

OPTIMIZATION



Workflow STRATEGIC PLANNING

CONTENT STRATEGY

TECHNICAL DEVELOPMENT

PROMOTION MEASUREMENT

OPTIMIZATION



Model

Identify a performant segment of your audience

Develop a hypothesis

Launch something to support the hypothesis

Determine how to measure

Listen to performance

Optimize Accordingly



YOUR THREE TAKEAWAYS



STAY CURIOUS ABOUT MARKETING TECHNOLOGY

1



ESTABLISH A BASELINE OF TECHNICAL SKILLS ACROSS

YOUR MARKETING TEAM

2



EXHAUSTIVELY LEARN THE POSSIBILITIES OF YOUR

MARKETING TOOLS

3



“Only teams where there’s cross-discipline understanding are going to be able to produce truly exceptional marketing content, and the gap between those agencies and clients and everyone else is only going to get more obvious as the rate of progress hastens.”

@PeteWailes



Go Get Em!



ALLOW ME TO INTRODUCE MYSELF



My name is Mike King. #SEJSummit

#Searchmetrics @iPullRank


I Own An Shop Called iPullRank



This Is What We Do

RESEARCH & PLANNING

Hitting the Right Targets

SOLUTIONS ARCHITECTURE Making Software Work

Media management

Paid Media Amplification

CONTENT STRATEGY

Making the Right Content



This Is What We Do

SEO & SOCIAL MEDIA Earned Media

EMAIL MARKETING Taking the Message to the User

MEASUREMENT Performance Insights

OPTIMIZATION Testing and Learning



We’d Love to Help You Out



That’s All I’ve Got!



THANK YOU / Q&A MICHAEL KING FOUNDER IPULLRANK

@iPullRank [email protected] http://ipullrank.com

DOWNLOAD THIS DECK: http://bit.ly/stock-marketing
