十年Martech:來自chiefmartec.com十年的十大創意

十年Martech:來自chiefmartec.com十年的十大創意

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Top 10 Ideas in Martech from chiefmartec.com

Happy anniversary, dear martech readers. Ten years ago, I started chiefmartec.com, with my first post in February 2008 announcing “martec” being analogous to marcom>, which is why my brand is chiefmartec.com — without the “h” at the end — instead of chiefmartech.com. In retrospect, that probably wasn’t one of my better ideas. “Martec” never caught on; “martech” did.

But looking back over 10 years, I’m surprised and gratified by how well some of the other ideas that emerged on this blog have fared. So in celebration of our first decade together, I thought I’d revisit the top 10 ideas from the first 10 years of chiefmartec.com.

1. Marketing technologists.

IN SHORT: Marketing technologists are hybrid professionals who blend marketing and technical skills. They bridge the worlds of marketing and IT. They work in, or closely with, marketing teams to leverage technology to improve marketing performance and deliver remarkable customer experiences.

One of my first blog posts was: Rise” of the marketing technologist> in April 2010. (That presentation was also where the You” might be a marketing technologist if>” and a more serious debate about Harvard Business Review: Rise of the Chief Marketing Technologist

By 2013, the term was increasingly popular. I started keynoting events with presentations such as The” rise of the chief marketing technologist>, which I co-authored with Laura McLellan of Gartner.

(Laura was the first mainstream analyst 4,122″ jobs posted for marketing technologists on linkedin>. 577″ on glassdoor>. Auto-complete for “marketing technologist” on Google leads you to thousands and thousands of articles.

Marketing Technologist Auto-Complete

Marketing technologists are a real and growing profession. We documented their work in our marketing” technology landscape>: every vendor I can find who sells software to marketers. There are now more than 5,000.

Marketing Technology Landscape 2017 (Martech 5000)

This is the most loved and hated content I’ve ever created. The Terry” kawaja> original Tech%E2%80%99s” slide of the year>.

A Brief History of Marketing Technology Consolidation

For over 7 years, I’ve been debating this growth with people who claimed it wasn’t possible:

A couple of the more colorful ones I remember: arguing AdAge%E2%80%99s” claim that martech is boring> (seriously?).

And in case you’re wondering, we’re working on the 2018 edition of the landscape now. (That’s not the editorial we. As the scale of this project has grown, marketing” tech stacks>. Since 2015, marketing” technology executives from nine fortune companies>, and I was surprised by how large — and growing! — their marketing technology stacks were. The next spring, moderating a panel at a marketing innovation conference, I was startled by 21″ marketing stack slides> we received and published them freely to the community.

The Stackies 2017: Marketing Tech Stack Awards

In 2016, 57″ marketing stacks> were shared — including ones from major companies such as %E2%80%9Corg” stacks>, including this great Girls” who code> on behalf of the entrants. In conjunction with the The” stackies marketing tech stack awards> program is currently open for entries through April 6, 2018. For each entry, we’ll donate $100 to exponentials” in marketing>. But in 2013, I realized that it was the juxtaposition of fast-changing technology set against slow-changing organizations that presented a kind of a universal dilemma which was underlying the difficulties marketers faced with rapidly evolving marketing technology.

(I coined it “Martec’s Law” in reference to that struggle in the context of the martech community — not to name it after my blog. Accidental faux pax.)

Martec's Law

I do believe that Martec’s Law is

I wasn’t the first person to suggest agile marketing, but I became one of its earliest champions, starting in March 2010 with a proposal for a” book on agile marketing>, which I was delighted to do. But I wanted to frame it in the context of a larger theme…

6. Hacking marketing (marketing = software).

IN SHORT: Modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that sounds, it’s the natural result of the world going digital. When you understand that, you can use it to your advantage.

Everything digital is controlled by software

In 2010, I had an epiphany. Software is marketing’s interface to reality. Our choice of software changes what we can see. Our choice of software changes what we can do.”

Traditionally, most people looked at IT as an efficiency play. While that is an important benefit, the real power of technology in marketing is creative: using — and even authoring — software to deliver remarkable customer experiences.

We see this in why” marketers should learn how to program>. (I got a lot of blowback for claiming that Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative

These parallels inspired my first “short story” ebook in 2014, Hacking” marketing>: Rethinking Marketing Management in a Software World, in 2016.

About half of the book is dedicated to agile marketing. But it also covers a range of other software-inspired ideas for better marketing, such as running innovation pipelines, platform thinking, pace layering, unlocking the talent of 10X marketers, and applying the hacker ethos to marketing management.

7. Marketing apps & interactive content.

IN SHORT: Software has empowered marketers to create interactive content at speed and scale, delivering greater utility to prospects and customers and achieving greater engagement and data insights to drive marketing performance.

The year before starting this blog, post-click” marketing> software. You could say it was simply a fancy approach to landing pages and microsites.

But there was something more there: a new kind of creative capability for marketing. Where marketing previously lived at the intersection of messages and media, it now had a powerful third dimension in its repertoire — mechanisms.

Marketing Apps: The Intersection of Messages, Media, and Mechanisms

In 2014, we reframed ion’s product as a SaaS platform for The” wave of content marketing>.

Interactive content began to spread quickly, from front-page” interactive content on>The New York Times. And I had fun with a Star Wars-themed article on the subject,

A subsequent innovation we pioneered for ScribbleLive” acquiring ion interactive> in September 2017. After which, Facebook and Google, and client devices, apps, and connectivity are competing intensely with each other.

A marketing professor of mine at MIT Sloan, software” was the new channel middleman in marketing>.

Vertical Competition in Martech

Last year, I was fascinated with my trip for Amazon” and google now lead two key martech categories>, as vertical competition heats up in the Western world.

I believe that an” update on the disruptive effects of vertical competition marketing>. Its conclusion: this is rewriting the rules of digital strategy.

9. Data as a marketing channel.

IN SHORT: Data as a marketing channel is when marketing publishes data — initially through the semantic web, but today through APIs — as a way to increase visibility, grow relationships, create new revenue, and build a brand.

When I started this blog, the “semantic web” was a thing: publishing and linking data as a machine-consumable layer below the human-consumable web. It stirred my curiosity: How” would branding work>?

Business Models for Linked Data

Over time, the semantic web movement faded, but I continued to explore help” shape a new generation of the web>. I catalogued data” as a new marketing channel>.

Now, eight years later, the opportunities for marketing through data are finally coming to fruition through 2018″ update> on the subject).

10. MarTech Conference & Martech Manifesto.

IN SHORT: The once separate disciplines of marketing, technology, and management have converged, and the most exciting innovations in business are happening at that intersection. The Third” door media>, we launched the The” grand view of martech: a martech manifesto>.

Martech: Narrow to Grand View - A Martech Manifesto

Marketing, technology, and management were silos of the past. Marketing technology management — martech — is the fabric of the future.

That grand view expresses our guiding vision for the MarTech” conference> is offering one” prediction i certain of>.

Thank you for reading. I hope to see you in April.