While presenting Tuesday at Pivot Conference, Scott Brinker, president and CTO of ion interactive, explained why he believes organizations should take the next step toward digital proficiency by fostering a new breed of executives — the chief marketing technologist. Brinker explains this type of executive as:
“… someone who has a hybrid between business and technology, a strong background in engineering and IT, is an early adopter of technology, but someone who also understands the pragmatic realities of scaling technology. But most importantly, someone who brings those skills and combines them with a deep love and passion for the marketing mix. This is a technologist that reports to the CMO, not the CIO.”
Traditionally, organizations silo functions into categories — communications, finance, creative, operations, and of course, marketing and technology, to name a few. Brinker’s case for the Chief Marketing Technologist has legs, especially as marketing and technology functions are becoming increasingly intertwined. Your company may have seasoned marketers and top-of-the-line technologists, but it takes those who are dually knowledgeable in both marketing and technology to really make the right moves in
Below are three missions that Brinker believes a Chief Marketing Technologist would be uniquely poised to tackle. We caught up with Brinker after his presentation and he elaborated on each of these points. Read on to see what he had to say and add your thoughts in the comments below.
1. Translating Strategy into Technology
The first mission for a chief marketing technologist should be to “collaborate with the CMO on translating strategies into technology with much higher fidelity, and vice-versa — also help in revealing new opportunities that technologies provide for new strategies,” Brinker said.
In our follow-up, Brinker explained the importance of having a middle ground between marketing and technology, in particular due to the lack of cohesion between marketing and tech jargon. “One of the challenges we see between marketing and the people who provide technology to marketers, whether it’s the IT department or outside vendors,” he said, “is that marketers have a certain language and nomenclature that they use to communicate their vision. And vice-versa, technologists spend years learning their lingo and perspective on the world.
“The idea of a marketing technologist is someone who’s natively versed in both languages and understands the concepts of what’s in technology and what’s in marketing, and they can serve as the translator,” he concluded.
2. Choreographing Technology Across Marketing
“Choreograph the entire collection of marketing, technology and data that we see throughout the organization. Find ways to tap the synergy between all of these different components,” Brinker suggested.
We asked Brinker what this might entail for a chief marketing technologist, including the type of data that he was referencing. He explained, “All of this technology that’s popping up all over marketing — web analytics, marketing automation, advertising behavioral segmentation — are all fairly sophisticated on their own. The problem is that behind the scenes, they don’t talk very well together. It’s not because the products can’t talk together — it’s because there isn’t really anyone connecting the dots.”
The effect of not having someone like a marketing technologist to bridge the gap between various data banks is an overload of inefficiently used data. “I think what we’re seeing here is more and more data,” Brinker said, “that there’s no one really finding ways of taking data from the web analytics, for instance, and feeding that into our conversion optimization testing. How do we take the experiences someone has on a conversion optimization path and feed that into the marketing optimization system?”
3. Infusing Tech into the Company’s Marketing DNA
“Perhaps most importantly, is to infuse technology into the DNA of marketing itself — our practices, our people, our culture,” Brinker said.
He recommended “having people on your team, in your group that have physical proximity to you who really get the technology, because they’re as eager to hear from you about marketing objectives and strategies, [as they are] to talk about what they’re doing in technology.”
Brinker explained that having technology-versed team members on a team helps facilitate “natural osmosis by raising the [level of] technical proficiency and familiarity” of an organization. He believes that a marketing technologist’s role is to seek out marketing candidates who have technical backgrounds. Employing tech-savvy people is a step toward infusing technology into a company’s culture and DNA.
Does your company support a position similar to Brinker’s proposed chief marketing technologist? If so, let us know in the comments.
See Brinker’s full presentation from the Pivot Conference below:
In our first article we discovered that the key to starting a successful medical marketing campaign is research about your patient demographics and the goals of your practice. After or perhaps during this time, many physicians and dentists realize that it’s harder than they thought.
You have to remember that medical marketing is not rocket science. It combines the best strategies of medical practice management, marketing, and business ideology. It takes effort, money, and patience… but the rewards are endless, especially for the patients.
1. Starting off the right way with research is the right step. Although it may be hard to establish a clear and consistent message you’d like to deliver to everyone, no business was ever founded without it.
2. For 90% of doctors a medical website is almost always the first thing they think about. And rightfully so. The physician’s website will certainly act as an anchor in every part of the medical marketing campaign. Publish a medical website, optimize it, develop content and begin a medical internet marketing campaign that speaks to patients about who you are.
While medical marketing language is very crucial in this case you have to remember that the content should be separate for healthcare providers and patients. Your patients go to your website to verify that their decision to see you is rational. Offer them the opportunity to interact with you through the website. Offer clearly visible phone number, opportunity to email, and plenty of information relevant to their unmet medical needs. It’s also important to recognize that the language you use will give patients the impression of what to expect in their interaction with you.
3.Start to reach out to local primary care physicians and specialists on whom the success of your practice depends. Some specialties, especially dentistry, can solely depend on their referral network. It would only be prudent to make sure that the responsible parties for 40%-100% of your business be in constant touch with you. Find out what kind of information they’d like to see from you on a regular basis. Exchange emails. Be available for consultations.
Continued on the next pageExclusive: Yahoo Courts Former <b>News</b> Corp. Digital Exec Ross <b>...</b>
He's baaaaaack. Former Fox Interactive Media President Ross Levinsohn, that is, who is the top candidate to replace Hilary Schneider as Yahoo's US head, according to several sources close to the situation.
Arrowheadlines: Chiefs <b>News</b> 10/27 - Arrowhead Pride
Good morning Chiefs fans! There's some interesting Kansas City Chiefs news today. A great piece from Cory Greenwood's hometown newspaper, and more on Chambers' playing time start us off. Enjoy.
<b>News</b> - Rep: Blake Lively, Penn Badgley Split! - Celebrity <b>News</b> <b>...</b>
"They're still good friends," an insider tells the new Us Weekly.
bench craft company complaints
bench craft company complaints
Exclusive: Yahoo Courts Former <b>News</b> Corp. Digital Exec Ross <b>...</b>
He's baaaaaack. Former Fox Interactive Media President Ross Levinsohn, that is, who is the top candidate to replace Hilary Schneider as Yahoo's US head, according to several sources close to the situation.
Arrowheadlines: Chiefs <b>News</b> 10/27 - Arrowhead Pride
Good morning Chiefs fans! There's some interesting Kansas City Chiefs news today. A great piece from Cory Greenwood's hometown newspaper, and more on Chambers' playing time start us off. Enjoy.
<b>News</b> - Rep: Blake Lively, Penn Badgley Split! - Celebrity <b>News</b> <b>...</b>
"They're still good friends," an insider tells the new Us Weekly.
bench craft company complaints bench craft company complaints
While presenting Tuesday at Pivot Conference, Scott Brinker, president and CTO of ion interactive, explained why he believes organizations should take the next step toward digital proficiency by fostering a new breed of executives — the chief marketing technologist. Brinker explains this type of executive as:
“… someone who has a hybrid between business and technology, a strong background in engineering and IT, is an early adopter of technology, but someone who also understands the pragmatic realities of scaling technology. But most importantly, someone who brings those skills and combines them with a deep love and passion for the marketing mix. This is a technologist that reports to the CMO, not the CIO.”
Traditionally, organizations silo functions into categories — communications, finance, creative, operations, and of course, marketing and technology, to name a few. Brinker’s case for the Chief Marketing Technologist has legs, especially as marketing and technology functions are becoming increasingly intertwined. Your company may have seasoned marketers and top-of-the-line technologists, but it takes those who are dually knowledgeable in both marketing and technology to really make the right moves in
Below are three missions that Brinker believes a Chief Marketing Technologist would be uniquely poised to tackle. We caught up with Brinker after his presentation and he elaborated on each of these points. Read on to see what he had to say and add your thoughts in the comments below.
1. Translating Strategy into Technology
The first mission for a chief marketing technologist should be to “collaborate with the CMO on translating strategies into technology with much higher fidelity, and vice-versa — also help in revealing new opportunities that technologies provide for new strategies,” Brinker said.
In our follow-up, Brinker explained the importance of having a middle ground between marketing and technology, in particular due to the lack of cohesion between marketing and tech jargon. “One of the challenges we see between marketing and the people who provide technology to marketers, whether it’s the IT department or outside vendors,” he said, “is that marketers have a certain language and nomenclature that they use to communicate their vision. And vice-versa, technologists spend years learning their lingo and perspective on the world.
“The idea of a marketing technologist is someone who’s natively versed in both languages and understands the concepts of what’s in technology and what’s in marketing, and they can serve as the translator,” he concluded.
2. Choreographing Technology Across Marketing
“Choreograph the entire collection of marketing, technology and data that we see throughout the organization. Find ways to tap the synergy between all of these different components,” Brinker suggested.
We asked Brinker what this might entail for a chief marketing technologist, including the type of data that he was referencing. He explained, “All of this technology that’s popping up all over marketing — web analytics, marketing automation, advertising behavioral segmentation — are all fairly sophisticated on their own. The problem is that behind the scenes, they don’t talk very well together. It’s not because the products can’t talk together — it’s because there isn’t really anyone connecting the dots.”
The effect of not having someone like a marketing technologist to bridge the gap between various data banks is an overload of inefficiently used data. “I think what we’re seeing here is more and more data,” Brinker said, “that there’s no one really finding ways of taking data from the web analytics, for instance, and feeding that into our conversion optimization testing. How do we take the experiences someone has on a conversion optimization path and feed that into the marketing optimization system?”
3. Infusing Tech into the Company’s Marketing DNA
“Perhaps most importantly, is to infuse technology into the DNA of marketing itself — our practices, our people, our culture,” Brinker said.
He recommended “having people on your team, in your group that have physical proximity to you who really get the technology, because they’re as eager to hear from you about marketing objectives and strategies, [as they are] to talk about what they’re doing in technology.”
Brinker explained that having technology-versed team members on a team helps facilitate “natural osmosis by raising the [level of] technical proficiency and familiarity” of an organization. He believes that a marketing technologist’s role is to seek out marketing candidates who have technical backgrounds. Employing tech-savvy people is a step toward infusing technology into a company’s culture and DNA.
Does your company support a position similar to Brinker’s proposed chief marketing technologist? If so, let us know in the comments.
See Brinker’s full presentation from the Pivot Conference below:
In our first article we discovered that the key to starting a successful medical marketing campaign is research about your patient demographics and the goals of your practice. After or perhaps during this time, many physicians and dentists realize that it’s harder than they thought.
You have to remember that medical marketing is not rocket science. It combines the best strategies of medical practice management, marketing, and business ideology. It takes effort, money, and patience… but the rewards are endless, especially for the patients.
1. Starting off the right way with research is the right step. Although it may be hard to establish a clear and consistent message you’d like to deliver to everyone, no business was ever founded without it.
2. For 90% of doctors a medical website is almost always the first thing they think about. And rightfully so. The physician’s website will certainly act as an anchor in every part of the medical marketing campaign. Publish a medical website, optimize it, develop content and begin a medical internet marketing campaign that speaks to patients about who you are.
While medical marketing language is very crucial in this case you have to remember that the content should be separate for healthcare providers and patients. Your patients go to your website to verify that their decision to see you is rational. Offer them the opportunity to interact with you through the website. Offer clearly visible phone number, opportunity to email, and plenty of information relevant to their unmet medical needs. It’s also important to recognize that the language you use will give patients the impression of what to expect in their interaction with you.
3.Start to reach out to local primary care physicians and specialists on whom the success of your practice depends. Some specialties, especially dentistry, can solely depend on their referral network. It would only be prudent to make sure that the responsible parties for 40%-100% of your business be in constant touch with you. Find out what kind of information they’d like to see from you on a regular basis. Exchange emails. Be available for consultations.
Continued on the next pagebench craft company complaints
Exclusive: Yahoo Courts Former <b>News</b> Corp. Digital Exec Ross <b>...</b>
He's baaaaaack. Former Fox Interactive Media President Ross Levinsohn, that is, who is the top candidate to replace Hilary Schneider as Yahoo's US head, according to several sources close to the situation.
Arrowheadlines: Chiefs <b>News</b> 10/27 - Arrowhead Pride
Good morning Chiefs fans! There's some interesting Kansas City Chiefs news today. A great piece from Cory Greenwood's hometown newspaper, and more on Chambers' playing time start us off. Enjoy.
<b>News</b> - Rep: Blake Lively, Penn Badgley Split! - Celebrity <b>News</b> <b>...</b>
"They're still good friends," an insider tells the new Us Weekly.
bench craft company complaints bench craft company complaints
Exclusive: Yahoo Courts Former <b>News</b> Corp. Digital Exec Ross <b>...</b>
He's baaaaaack. Former Fox Interactive Media President Ross Levinsohn, that is, who is the top candidate to replace Hilary Schneider as Yahoo's US head, according to several sources close to the situation.
Arrowheadlines: Chiefs <b>News</b> 10/27 - Arrowhead Pride
Good morning Chiefs fans! There's some interesting Kansas City Chiefs news today. A great piece from Cory Greenwood's hometown newspaper, and more on Chambers' playing time start us off. Enjoy.
<b>News</b> - Rep: Blake Lively, Penn Badgley Split! - Celebrity <b>News</b> <b>...</b>
"They're still good friends," an insider tells the new Us Weekly.
bench craft company complaints bench craft company complaints
Exclusive: Yahoo Courts Former <b>News</b> Corp. Digital Exec Ross <b>...</b>
He's baaaaaack. Former Fox Interactive Media President Ross Levinsohn, that is, who is the top candidate to replace Hilary Schneider as Yahoo's US head, according to several sources close to the situation.
Arrowheadlines: Chiefs <b>News</b> 10/27 - Arrowhead Pride
Good morning Chiefs fans! There's some interesting Kansas City Chiefs news today. A great piece from Cory Greenwood's hometown newspaper, and more on Chambers' playing time start us off. Enjoy.
<b>News</b> - Rep: Blake Lively, Penn Badgley Split! - Celebrity <b>News</b> <b>...</b>
"They're still good friends," an insider tells the new Us Weekly.
bench craft company complaints bench craft company complaints
No comments:
Post a Comment