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Last week, I gave my talk at Search Insider Summit on the Rise of the Marketing Technologist.
However, since slides can’t capture the full dynamics of the presentation, I thought I would follow with an essay version of my talk as well. Internal technology is what we use to manage and analyze marketing operations, such as analytics, SEO auditing, competitive intelligence, and social media monitoring.
One of the reasons it’s getting harder is because of the growing number of technology decisions marketers must struggle with. Every time a new platform or application arrives on the field, the decision space actually grows exponentially.
Marketers have the vision, incentives, accountability, and alignment — but often lack the technical depth. Now, since each of these players has some of the pieces, it might be suggested that the solution is to bring everyone together for a big meeting and let the answer emerge from consensus.
Speaking of contention, any discussion of marketing must address the frequently broken relationship between marketing and IT.
IT is primarily concerned with stability, security, economy, standardization, and functional specs. But the relationship between marketing and IT isn’t the only way to manage technology. I propose a new role in the marketing department: a marketing CTO or chief marketing technologist.
The marketing CTO would be perched at the intersection of those three spheres of marketing technology, providing the technical leadership to orchestrate and optimize them. Instead, I am suggesting that technology become one of the vertical pillars of the marketing function — with the marketing CTO as its head. Resources that used to be begged, borrowed, or bought would instead become a native part of the marketing organization. I do think it’s better to think of this capability holistically as marketing technology, rather than breaking it down into separate specialties.
The marketing CTO is the person who combines marketing vision and technical depth to direct the entire landscape of a company’s marketing technology portfolio. Ultimately, the goal of the marketing CTO is to enable the CMO to wield technology as a strategic marketing capability. But while a marketing CTO can be a great change agent, catalyst, and leader for this new branch of marketing, integrating technology more deeply into the marketing function isn’t a one-person show.
But even though not all marketers have a background as a graphic designer or art director, such creative capabilities are deeply interwoven into the culture of marketing. That is how marketing must embrace technology — as a new fundamental building block of its DNA.
A key benefit to empowering marketing with its own technical talent will be an acceleration of the clockspeed in implementing technology-based programs.
The overarching vision is that the cross-pollination of marketing and technology cultures will lead to innovative hybrid models of marketing technology management that are indigenous to this new era of marketing.
And the value of developing such innate technical savvy will only increase as scale and scope of marketing technology grows.
One of the most fascinating fields of research today is at the intersection of computer science and marketing. Thanks to the economies of cloud computing, these computational marketing capabilities will not be limited to a handful of the Fortune 500. If I’ve persuaded you of the potential of this future, your first question may be: where do we find these mythical creatures called marketing technologists? But the talent, skill set, and experience that we’re looking for does exist out there. Many of them have already infiltrated marketing, perhaps through an interactive agency, a web development project, or search engine optimization. Within the next several years, marketing technologists and marketing CTOs could be some of the hottest jobs in our industry.
Agencies should focus on the creative services, outside perspective, consultative expertise, and best practices that they can bring to their clients. On the contrary, I believe that strong marketing technology leadership at companies will actually help agencies and vendors, since it will enable those marketing departments to make technology associated decisions faster and easier — based on solid judgment, not superstition.
Better yet, such technologically-savvy marketers will be better able to apply the contributions from agencies and vendors — and ultimately will have a better chance of success.
There are a number of certifications for PMs out there, by different organisations (AIPMM, Pragmatic Marketing, Blackblot etc.). I think we agree on your second point though: I believe that technology should be more tightly integrated with the creative process.
Good post, very aligned with one I was going to give but had to back out of SIS at the last minute. How do we enable position specs to be written so that more and more people with generalist and broad skill sets are coveted? How do we awaken recruiters and hiring managers to realize business focused ideas and execution matter more than job titles?
How do we create organizations that reward and embrace new and highly misunderstood skill sets like search at the top of the process rather than working to maintain the status quo?
You raise excellent questions about the different ways to scale technology leadership in marketing across large organizations (such as IBM). Thanks for pointing out that the field of competitive and market intelligence was probably underrepresented in my presentation and post. And given how fast this industry is growing, in all directions simultaneously, that’s just going to get more challenging in the years ahead. I am in total agreement that there is a very real, but largely unseen, need for people who understand IT and marketing. I’ve been an IT techie for 17 years and recently made the leap to the Search Engine Marketing world. My background in data analysis and IT Systems management give me a perspective that the marketing department doesn’t have.
I agree with other comments that the role is similar to Product Management of a suite of technology products. As a Marketing and Communications agency it’s sometimes difficult to explain why we have such a big technology department and why it brings such important value to our offer but we are basically the in-sourced Marketing Technologists. All marketing professionals should have technology background and a certain level of know-how in term of execution and integration with company current technology- Feasibility of technology integration is key to harvest full potential of the blossoming technology landscape. I’ll research more to be prepared when I graduate and take a Master in this, if it exist by now! Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. To help you keep up-to-date with the rise in consumer and company adoption of mobile and its impact on mobile marketing, I will keep this post updated throughout 2016 as the new stats come through to support ourA 120 page Expert members Ebook explaining how to create a A mobile marketing strategy. Our Mobile Marketing Strategy Briefing explains the key issues to plan for in mobile marketing. The latest data shows that we are now well past the tipping point mentioned at the top of this post. The implications are clear - if you're not able to reach your audience through mobile search or display, or you're not providing a satisfactory mobile experience you will miss out compared to competitors who are. The trend in mobile device usage ('vertical screens') compared to all screen use again shows that we're well past the tipping point.
We've created a new summary showing the global popularity of using different digital devicesA using data from Global Web Index to include in for our State of Digital Marketing 2015 infographic. It clearly shows the popularity of smartphone ownership and emerging mobile devices like Smartwatches. Insight from comScore published in their February 2014 market review shows the picture that marketers need to build up. However, we need to be careful with interpreting data on hours spent,A since we spend most of our time on smartphones checking email and using social media. So with so many site visits still on desktop, it's important when designing using a responsive web designA that the desktop experience isn't degraded and this has led to many larger businesses using an adaptive web design where layout and content are tailored for desktop, tablet and smartphone screen dimensions. We have a separate compilation of Ecommerce conversion stats if you're creating a business case for mobile optimised sites as explained in our mobile marketing strategy guide, this data is also valuable since it shows the variation in conversion rate by mobile type.
The data clearly shows that Smartphone add-to-cart and conversion rates are much lower than for desktop - important if you're making the business case for a mobile responsive site.

This source is useful since it's a regular survey showing the growth in use of mobile site visitors.
Consumer preference for mobile apps vs mobile sites should also be thought through as part of mobile strategy.
We reported comScore data in May 2012 that showed that on smartphonesA 82% of mobile media time is via apps.
This 90% figure is a key insight as companies decide whether to develop mobile apps or restrict themselves to mobile optimised sites.
This research sourced from a 2015 study by eMarketerA into mobile ad budgets shows a different view. This update to this post features some of the latest updates on mobile statistics from 2014 and highlight some of the best sources to make the business case for investment in mobile marketing in your presentations and business cases to colleagues or clients.
In addition to downloads for each country, you can also create your own charts focusing on KPIs of interest.
Comscore is one of theA key worldwide sources useful for marketers to help us find out about the changes in use of mobile media by consumers.
The report shows much lower levels of adoption in other European countries though - not even a fifth in most. The report also has useful summary of dayparts of different device behaviour, similar to others published.
We hope this compilation of statistics about mobile usage and effectiveness continues to be useful - please share if it is and we'll continue to update it in 2015. If you want a single source of the latest stats across the whole of digital marketing, for Expert members, we compile a regularly updated set of usage statistics to use in presentationsA - it's updated each quarter so all the latest stats are categorised in a single place for including in presentations. Our "one-stop" download includes the latest stats to include in presentations to make the case for digital investment.
I need the exact answer for Future of Mobile applications when their usability is concerned. As per the market scenario, most of the companies realize that in order to survive in this cutthroat competition and capture market they have gone for something through which they interact with their consumers and make them brand loyal. Thus the best option is to make an app or make a website which is mobile friendly, therefore it is useful for both the sellers and the buyers or the consumers.
E-commerce should learn the data and see how their mobile marketing campaign can be improved. Relying on our team’s collective experience, when you partner with One Social Media, it’s like having your own Social Media Department.
We devote our time and energy to learning about your business and how we can apply our social media marketing expertise to build your brand and connect you to the ever-growing social community.
Your prospects and customers expect you to use social media as a means to communicate and interact with them.
85% believe a company should not only be present, but also interact with its consumers via social media. 56% of American consumers feel both a stronger connection with and better served by companies when they can interact with them in a social media environment.
Contact us today to learn how we can help your business engage online with your prospects and customers through social media marketing. Our social media webinars cover a wide range of topics sure to help your marketing team get better results using social media marketing best practices.
El logo es una representacion visual de una marca o empresa, la cara al mundo con la cual millones de personas identificaran un producto.
No obstante, si estas dando tus primeros pasos en la creacion de logotipos, no hay que desfallecer porque los logos mas reconocidos y mejor disenados de la actualidad no siempre fueron asi, basta echarle una ojeada a la historia para analizar su evolucion. Sin lugar a dudas el ejemplo mas excelso de como se puede redisenar un logo de acuerdo a los tiempos que corren es Apple. La historia de Shell fue bastante similar aunque en este caso no hubo necesidad de alejarse del concepto inicial: una concha. En lo que respecta a Nike, probablemente este ha sido uno de los logos mas baratos y certeros de la historia.
Otro ejemplo donde se puede apreciar que el tiempo mejoro considerablemente las ideas de los disenadores es el logo de Pepsi. Sin embargo, algunos de los ejemplos mas interesantes sobre como los logos han cambiado ajustandose a los nuevos tiempos pero sin perder su esencia lo brindan algunas de las marcas de coches que, al parecer, desde sus inicios tenian muy claro cual era la impresion que deseaban darle al mundo.
Antes de realizar un comentario, lee estas normas:- No escribas comentarios ofensivos o con fines publicitarios. Your logo in fact is part of your company’s visual identity, but before you design your logo there are more fundamental aspects of your brand, such as your mission, positioning, values, personality and more. In the long run, having a brand strategy can save you time and money by helping you to avoid mistakes. Everything you need to manage your small business-efficiently and professionally in one simple package. Based on the positive feedback I received from brands, agencies, and technology vendors alike, it apparently resonated deeply. Web applications, widgets, Facebook apps, iPhone apps, Android apps, interactive ads, the semantic web, and even the connected features of your products are now part of marketing’s realm. As marketers, we now manage a vast, extended web that includes landing pages, microsites, social media outposts, mobile apps, dynamic ads and more. External technology includes the platforms we use to reach our audience and deliver content — web sites, ads, landing pages, email campaigns, and apps of all kinds. Marketers have more application and platform decisions to make than ever — bid management, campaign management, conversion optimization, attribution management, marketing automation, social media monitoring, behavioral targeting etc. Marketing is more concerned with speed, agility, innovation, market impact, differentiation, and customer experience. The accountability so widely promoted in digital marketing has you in the hot seat for results. This person would be a technologist, with a strong background in software and technology management.
Like the other facets of marketing, I believe the shift from strict silos such as search or social to a more integrated approach is important. Timeframes, technical specifications, architecture choices, and final deliverables can all be reviewed by an expert who is perfectly aligned with marketing’s agenda.
This can be analogous to the relationship between a less-technical CIO and his or her CTO, or between a product CTO and the CEO. The future of marketing is having technologists seamlessly embedded throughout the marketing department — collaborating in synchronized harmony across many teams. Part of this speed-up will be purely organizational — having engineers directly on your team, sitting right next to you, perfectly aligned with your mission is bound to be faster than the slow and arduous process of constantly crossing organizational boundaries and vying for the attention of people who are not 100% focused on your goals. This is the emerging field of computational marketing — somewhat analogous to the revolution of computer science and finance that birthed the industry of computational finance. A whole generation of web developers and web entrepreneurs have developed these commingled capabilities — out of necessity and desire.
They shouldn’t fear this future where marketers have more direct technology leadership. Yours are excellent stories to hear, as I suspect a number of marketing groups are moving in this direction — it makes sense given the state of marketing. They know the customer and the market inside out, and they are the ones that can help form a product the customer wants. Yes, it presents itself as though it is, but technology has been a part of marketing since marketing begun. I think there is a question as to whether the universe of technology in which marketing is now operating is analogous to other shifts in media. We have been evangelizing & selling marketing automation in the cloud here in Belgium for the past decade. I briefly mentioned competitive intelligence as an internal technology in the 3 spheres diagram, but truthfully, that was just picked as one example out of a large number of possible ones.
It makes more sense for smaller companies and start ups, but if there is a CMO and CTO in strong collaboration, then this can be accomplished between them as well, then the CTO may be accountable to technology that makes more over arching sense, and the CMO to traffic etc. The importance of utilizing technology for marketing professionals is only going to increase over time. Her deck is nearly 200 slides, so we have selected the statistics which best summarise the importance of mobile devices today. Mobile digital media time in the US is now significantly higher at 51% compared to desktop (42%). This panel data shows that the majority of consumers are "multiscreening", accessing retail sites on mobile or desktop, so consistent experiences across device need to be deployed.
As Rob Thurner explained in his post on KPIs to review mcommerce effectiveness, it's important to keep track of the split between users of mobile and desktop devices visiting your site(s). This data from Nielsen on mobile media time shows the consumer preference for mobile apps which account for 89% of media time in mobile as might be expected from the use of the most popular social network, email and news apps. A Today, the latest data from Yahoo's Flurry analytics shows that 90 percent of consumer's mobile time is spent in apps. A You do have to be careful about interpreting this since, as the chart below shows, Facebook, messaging, games and utility apps will naturally have the greatest time spent and browser use is still significant by volume if not proportion. In 2015 mobile ad spending accounts for 49% of digital ad spending, which is only slightly behind the trends of how people are using their devices. It may be useful for pushing back against over-enthusiastic colleagues or understanding consumer barriers.

This graph shows the pattern across Europe - follow the link above for US and other country breakdowns. So extrapolating UK behaviour to other countries would seem to be a mistake with the mobile figure still key. Audience growth rate is 80% + on mobile in these UK sites, but lower on grocer sites for obvious reasons. Ofcom Internet usage report.A Ofcoma€™s Eighth International Communications Market Report was published in December 2014, this examines take-up, availability, price and use of broadband, landlines, mobiles, TV, radio and post across 17 major countries.
May be this can be the other aspect through which many eCommerce companies are switching towards mobile app development.
By knowing what they are targeting and how mobile marketing works, they can allocate their marketing budget better and also reach more potential audience. Mobile marketing is becoming a vital component of a well-rounded digital marketing strategy. You’ll even get your own Social Media Project Manager assigned to your company, focused on making social media work for you to meet your objectives.
Social Media is a good loyalty tool because it builds community around a business and brand. Hiring us on a monthly basis is typically less than half the monthly cost of hiring or paying an employee to handle your social media business strategy. Por ello, es importante que el logo tenga suficiente fuerza como para transmitir la esencia de la empresa o la marca pero a la misma vez sea lo suficientemente sencillo como para perdurar en el recuerdo de las personas.
Su primer logo, disenado por el mismo Steve Jobs, dejo mucho que desear (la imagen de Newton sentado debajo de un arbol era complicada y definitivamente no era un buen concepto para transmitirle al publico).
Aun asi, con el paso del tiempo le fueron imprimiendo nuevos brios y sencillez a este concepto hasta llegar al logo que todos conocemos hoy. Vale puntualizar que las opciones de los anos 1898 y 1950 dejaban mucho que desear, sobre todo porque el texto es apenas legible.
Utilizar la menor cantidad de lineas que sea posible para no brindar la sensacion de complejidad en el mensaje. Emplear la paleta de colores adecuada, acorde con los tiempos y en sintonia con los valores de la marca.
En la misma medida en que crece el reconocimiento de la marca, el logo puede despojarse de la misma.
Mantener la identidad de marca, utilizando en la medida de lo posible elementos del logo anterior. A strategy clearly defines these and other primary elements in order to guide such key decisions as what to name your company, whom to hire, what your logo should look like, where to market and advertise, and even how to conduct your business.
Others create a brand strategy as they go along, drawing their mission clearer into picture with each business and marketing mistake they make. Having a strong brand strategy also can save time down the line as you are more easily able to communicate to designers and copywriters what your brand is about, so that they can go about creating your marketing materials in a focused way.
If you do create a brand strategy, put parameters around it, decide when you want to have it done by. The result, predictably, will be an explosion of marketing technology products and services over the next 5 years. I view this as a kind of solar system model, with many platform planets orbiting your central marketing strategy. Web shops, agencies, and technology vendors may have a good mix of marketing vision and technical depth, but their business alignment has a different vector than yours. It’s only sensible that you should have full control over the means and mechanisms to deliver those results. We coined the term marketing technopologist for a person who brings together strengths in marketing, technology and social interaction. There will always be some specialization, but the real potential is in broadly connecting the dots. A CMO doesn’t need to have been a Chief Creative Officer, but he or she must know how to manage and lead such resources. They often have a formal engineering background followed by business or marketing graduate studies or in-the-trenches experience.
Neither should be trying to substitute for solid marketing technology leadership at their clients. My particular division is structured similar to what you suggested here, but our focus is really data and analytic. The plethora of choices in marketing technology and methods is only going to become more complex. Most marketers we talk to do get the idea, but aligning other functions in the process (sales, channel management, IT) can sometimes result in sales and implementation cycles that span years instead of months… Having techies in the marketing organisation with access to the decision makers could surely help. In any case, I can cite many examples of where it is important for the CMO to leverage technology especially for SEO!! Mobile, social, ideation, predictive markets, video everywhere, big data, it’s all exploding and layered with a startup innovation cycle on steroids.
So I was looking how to combine them and the CMT looks just what I love: Marketing and Computer Science.
It's now a question of using the statistics to understand how consumers behaveA when using different types of mobile devices and what their preferences are. Although mobile is growing in importance, this data from Adobe's latest Digital IndexA shows that in all industries the majority of visits are still on desktop.
But this has implications for advertising on mobile to reach consumers using apps like Facebook and Gmail. These stats also show projections for future growth, which is important as it shows where the market is going. As might be expected search was the most common starting point, but it's lower than desktop showing the importance of branded apps and mobile sites.
A regular survey for different countries starting in 2011, this enabled you to prepare your own reports.A Now this has been replaced by Google's Consumer barometer which enables you to create similar reports. For example, less than a third of Australians have ever bought on a smartphone and you can see there are barriers of security and preference for desktop purchases.
The International Telecoms Union data reports mobile usage including mobile broadband subscriptions to show growth in use of mobile.
This is a great source for showing the overall level of app usage across the four major mobile app platforms by country and drilling down into the popularity of individual apps for different sectors like retail, banking and travel. As example, here's the picture of desktop vs mobile device in the UK showing that when you look at most important device,A desktop and laptop remain important. Here is another extensive and visually lush infographic about the growth of Internet, Social Media & Mobile Usage in the last decade.
Pero posteriormente en el 1976 Rob Janoff brindo una segunda version mucho mas exitosa y a partir de este diseno solo se ha optado por variar los colores y jugar con las sombras. Sin embargo, me pregunto como es que esperaron siete anos para darse cuenta que la superposicion de la marca y el logo era un concepto del todo errado. No se trata de una cuestion personal sino de mantener la logica del blog y hacer que todo fluya de la mejor manera posible.¡Gracias por compartir tus experiencias! There is something to be said for this approach as well, especially as product development becomes more of an iterative process. It’s just that their incentives cause them to value their own respective priorities more. The Web Just Lives in It.A This is a key insight as companies decide whether to develop mobile apps or create mobile device specific apps. It is clear that mobile is the future, and within 3 years it will come to dominate digital ad spending. This reported at country, continent and overall levels, so is the best overall source for mobile penetration worldwide. For example, the latestA mobile app growth figures from Flurry show growth of category use by more than 50% in many categories. Posteriormente, es curioso notar como en la misma medida en que la marca iba ganando en reconocimiento, el nombre de la misma se iba empequeneciendo hasta desaparecer, logrando asi un logo mucho mas sencillo, fuerte y memorable. Part of managing the time involved is recognizing that a brand strategy is a living document, it is never perfected.
Our sole focus is to provide marketing data by working internal and externally (separate analytic team sits within marketing work on campaign ROI). A lot of the best brands have been spearheading efforts to leverage their marketing expertise for the benefits of their channel partners. If you only have a little time, I would suggest starting with clearly defining your audience, goals, positioning and benefits, as these elements are essential to effectively selling your product or service.
Sort of like a Oreo cookie, we are the cream in the middle with marketing and engineering on each side.
Clearly defining these elements will give your brand that special spark that people connect with.

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