It’s no secret that marketing continues to increase spending on technology, which raises the question of which technologies they are spending on. The answer is “lots” – the marketing technology landscape has become much larger, more varied, and more complex. One sign is the evolution of some web content management systems to solutions for web experience management, web engagement management, digital experience management, etc., which involves integrating with marketing automation, predictive analytics, social and many other marketing tools and back end systems.
Not all this is new. In 1999 more advanced businesses were already integrating e-commerce, web analytics, personalization, and marketing automation, but it was much harder then and there were far fewer options. I hesitate to say it is easier now, but it is in many ways – the technology is much better and we have much more experience with it. What is certainly not easier is navigating the technology landscape which is extremely dynamic, and contains categories with too many vendors. Both CMOs and CIOs need a marketing technologist function in some form, and would certainly benefit from input from analysts, and a <plug> vendor and analyst neutral conference </plug>. The illustration below may be scary, but should be very useful. Thanks to Scott Brinker for first pointing this landscape out. Scott also has his own similar graphic.
I recently discovered Scott Brinker’s Chief Marketing Technologist blog and recommend it as a useful resource for marketers. The Venn diagram above is from a recent post, 3 epicenters of innovation in modern marketing. It was the Venn diagram that first grabbed my attention because I love Venn diagrams as a communication tool, it reminded me of another Venn diagram well-received at the recent Gilbane Conference, and most of the conference discussions map to someplace in the illustration.
As good as the graphic is on its own, you should read Scott’s post and see what he has to say about the customer experience “revolution”.
Lest you think Scott is a little too blithe in his acceptance of the role of big data, see his The big data bubble in marketing — but a bigger future, where the first half of the (fairly long) post talks about all the hype around big data. But you should read the full post because he is right on target in describing the role of big data in marketing innovation, and in his conclusion that data-driven organizations will need to make use of big data though these data-driven and data-savvy organizations will take some time to build.
So don’t let current real or perceived hype about the role of big data in marketing lead you to discount its importance – it’s a matter of when, not if. “When” is not easy to predict, but will certainly be different depending on an organizations’ resources and ability to deal with complexity, and organizational and infrastructure changes.
“Content” in this context means unstructured data. The need to manage unstructured data is one of the main reasons big data technologies exist – the other being the need for dealing with scale and speed. This is why it is important for us to cover at our conferences. Not every company needs to build new infrastructures around Hadoop-like technologies… yet. But marketers need to manage the mostly unstructured content that is part of their world, and also process and manage the more structured analytic data that will rapidly become “big” for even small organizations, so big data technologies need to be on marketing organizations’ radar as they continue to increase their expertise and spending on technology. See yesterday’s post on Why marketing is the next big money sector in technology.
It is time to mark your calendar for Gilbane Boston 2012. We will be back on Boston’s waterfront adjacent to the new “innovation district“, at the Intercontinental Boston Waterfront. The dates are November 27-29, 2012.
Today we highlight Workshop B: Integrating Website and Mobile Strategy for Consistent Customer Engagement taking place at Gilbane Boston, November 29, 9:00am – 12:00pm at the Westin Boston Waterfront.
You’ve heard all the talk about web engagement management. You’ve read about web and content optimization for contextual consumption. You may even have preached to others about the rise of mobile-, social-, and personal-ization. We suppose you could even be doing some of these successfully, but we doubt it. These are just a few a few of the sexiest, most contemporary practices that everyone likes to talk about but no one is really doing… but they should.
In this workshop, renowned author and digital marketing expert Robert Rose teams up with industry analyst and web content management expert Scott Liewehr to teach you how to realize true web engagement across web and mobile channels for your organization. Robert and Scott will teach attendees how to integrate content optimization into the marketing process by pragmatically focusing on three of the primary aspects of web engagement: testing, targeting and contextual design. The workshop walk attendees through a step-by-step approach to each practice, focusing on both the marketing process implications as well as the implementation and operationalization aspects. Web engagement management is more process than technology, so while you may not be able to buy it in a box, you can learn an awful lot about how to implement it in three entertaining, fun-filled and educational hours.
You’ll also receive Robert’s brand new book, co-authored with Joe Pulizzi: Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand.
Instructors: Scott Liewehr, Lead Analyst WCM, Outsell Gilbane, and Rob Rose, Chief Troublemaker, Big Blue Moose
Today we highlight Workshop E: Content Strategy for Marketing: Influencing + Evaluating Results (without Breaking Your Budget) taking place at Gilbane Boston, November 29, 1:00pm – 4:00pm at the Westin Waterfront.
Digital marketing is quickly becoming THE marketing. What drives digital marketing? Content. If you’re not ready, you’re not alone. This intermediate workshop will help you form a strategy and then act on it. You’ll apply lessons learned with exercises inspired by Colleen’s years in the trenches and her best-selling book, Clout. By the end of the 3-hour session, you will
- Understand the role of content in attracting, converting, supporting, and engaging customers.
- Know eight principles of influence based on psychology and rhetoric.
- Learn techniques for applying each principle to web content.
- Ask the right evaluation questions and answer them with the right evaluation methods.
- Learn tips and tricks for getting the most value out of your content.
You’ll also receive a hard copy of Clout: The Art and Science of Influential Web Content.
Colleen Jones, Principal, Content Science, and Author, Clout: The Art + Science of Influential Web Content