The new role of technology in the Marketing Department

There is a fantastic post today in AdAge Magazine. "The Case for a Chief Marketing Technologist: If Technology Is Now a Strategic Dimension of Marketing, Who Should Lead It?" by Scott Brinker.

I agree 100% with Brinker that technology is taking on an increasingly significant role within marketing, but of course, whether there is a "Chief Marketing Technologist" necessary at most organizations is really a case-by-case decision. Regardless of the structure or of titles, from my experience in the past few years as a technologically savvy marketer, I believe marketing leaders who embrace the use of technology in day-to-day analytics and execution of marketing strategy and foster a collaborative environment with the IT department are likely to be more efficient and effective in achieving their goals. Brinker makes many more solid points about the role of technology in marketing, and I've highlighted my favorites here:

Amplify’d from adage.com

Analytics software shapes your perception of your audience. Automation and optimization software influences the design of your marketing operations. A plethora of new advertising, social media and web technologies directly affect the experiences your customers have with you. These aren't mere implementation details -- increasingly, they're important strategic and brand-positioning choices. Who makes them, and how?

Simply put, marketing has become deeply entwined with technology. This didn't happen overnight; it's been sneaking up on us for a while. But because technology had been so tangential to marketing management for most of our history, the organizational structure of marketing has been slow to adjust to this new technology-centric reality.

marketing must officially take ownership of its technology platforms and strategies. And the first step of such ownership is to appoint someone to lead it.

Enter the chief marketing technologist. This is a senior management position, reporting to the CMO, with three key responsibilities. First: Choreograph all the disparate technologies under marketing's umbrella. Second: Nurture a growing technology subculture within marketing, raising the department's overall technical proficiency. And third: Collaborate with the CMO on strategy, translating the CMO's vision into technology with high fidelity -- while also inspiring the shape of that vision by advocating for what new technology can enable.

the most important skill they need is the ability to effortlessly map marketing ideas to technical requirements and, vice versa, map new technologies to marketing opportunities.

This is a marketer whose expertise is leveraging, scaling and governing technology.

In this Golden Age, not everyone in marketing needs to be a technologist, just as not everyone in marketing needs to be a "creative." But relevant technology expertise must become a native part of marketing's identity and, with a chief marketing technologist, a native part of its leadership.Read more at adage.com

 

See this Amp at http://amplify.com/u/bfk5

I'll be at Integrated Marketing Summit in St. Louis, Oct 21st

I've been asked to participate on a panel to discuss social media best practices. It will be moderated by an esteemed colleague of mine, Brad Hogenmiller (@javastl) and I'm participating alongside another great social media maven David Siteman Garland (@TheRisetotheTop). I expect to be asked about using social media for B2B marketing, and we'll probably touch on tools and tricks of the trade.

I attended Integrated Marketing Summit last year when it was also hosted in downtown St. Louis, and I found the entire day to be highly valuable. The networking was indispensable, and the sessions were informative and valuable.

From the website:

"IMS is the signature summit for Marketing, Advertising and PR Professionals in both B-to-B and B-to-C markets throughout the U.S. IMS provides actionable insights, expertise and cutting-edge information in a convenient, affordable one-day educational format. And the best continues, with next-day, hands-on workshops presented by leading practitioners."

I would encourage everybody working in Marketing in St. Louis to attend this one-day summit.

The cost is $279 for all sessions and keynotes, continental breakfast, lunch, breaks and Happy Hour/Networking.

Some of the topics, as you can see from the agenda, look very interesting. Here's a link to my speaker bio: http://www.integratedmarketingsummit.com/speakers-bio.php?id=74

I hope you will join me!

Amplify’d from www.integratedmarketingsummit.com

Program A - Social Media Best Practices (Panel) Whether you are BtoB, BtoC, offering a considered purchase or selling a commodity, this multi speaker presentation will help you create an effective social media strategy that is right for your business. Moderated by Brad Hogenmiller,  (St Louis, MO). Speakers Include; David Siteman Garland, CEO/Executive Producer/Host, The Rise To The Top℠ (St Louis, MO) Erin Eschen, Online and Social Media Marketing Manager, Perficient (Orange County, CA) Leigh Mutert, Community Manager, H&R Block (Kansas City, MO) Kristy Meyer, Social Media Manager, Sigma Aldrich (St Louis, MO) Read more at www.integratedmarketingsummit.com

See this Amp at http://amplify.com/u/bfik

Social Media Most Effective for Branding in B2B: But Can We Do Better?

What this study shows us primarily is that "In B2B marketing, social media is most effective at achieving branding goals." I agree with that, from my experience working in social media in B2B. But from my perspective, It's unfortunate to see such a drop off between increasing website traffic and generating leads. I'd like to see us as B2B marketers figure out tools or processes for closing that gap. I'd like to see more case studies and articles about those who are effectively generating very quantifiable and qualified leads into their sales pipeline directly from the relationships they are establishing with influencers and decision makers in their target demographic who are active on social media sites.

Amplify’d from www.marketingsherpa.com

Most Effective Use of Social Media In Achieving B2B Branding Goals Read more at www.marketingsherpa.com

 

See this Amp at http://amplify.com/u/bcwt

Exciting News: We are moving back to Saint Louis, MO

This past January, my fiancé and I moved to Newport Beach, California. We have thoroughly enjoyed our time here - the weather, the beaches, the people -- everything. I retained my full-time role working remotely from home for the past nine months. Below is a recap of many of the things we've been able to to do since we moved here.

Very recently, we've decided to move back to St. Louis, MO in order to pursue a unique and exciting career opportunity for Chris! This will also allow us to spend much more time with family and friends. I am happy to say that I will remain in my full-time position and return to the office in West County each day.

We expect to be living in Clayton, MO for quite some time. Please keep in touch with me as I re-join one of the most active and connected networks of interactive media professionals in the country!

Some of the things we've enjoyed in Southern California and will never forget:

• Music Concerts at the Greek Theater, the Hollywood Bowl, the House of Blues Hollywood, the Viper Room and Verizon Wireless Amphitheater in Irvine.
• Fantastic OC restaurants: Javier's in Crystal Cove, Marche Moderne at South Coast Plaza, Andrea at the Pelican Hill, Blue Fin sushi, Napa Rose, The Beachcomber restaurant on the beach, Sapphire and the Rooftop Bar in Laguna Beach, and (of course) In-and-Out Burger ;-)
• World-class LA restaurants: Osteria Mozza, Bazaar by Jose Andres, Spago, Angelini Osteria, Mastro's and Providence
• Brunches and dinners at beautiful local resorts like Stonehill Tavern at the St. Regis in Dana Point, Pelican Hill in Newport Coast, Ritz Carlton Laguna Beach, and Montage Laguna Beach.
• Special events like the annual MLB All Star Game in Anaheim, the 2010 MTV Movie Awards and a corporate event at the House of Blues Anaheim
• Great spots on the Sunset Strip in Hollywood, including the historic Chateau Marmont, the Den, the SLS Beverly Hills (Bar Centro), Sky Bar at the Mondrian.
• Excellent musical artists we've been able to see in California: RUSH, Peter Gabriel, Sammy Hagar, David Gray, Ray LaMontagne, Asia, Night Ranger, Steve Miller Band, the Cult, the Fixx, YES, Peter Frampton, Sting, Green Day, Dave Matthews, the Scorpions, the Kings of Leon, the Eagles, as well as Muse and MGMT at Coachella
• Miscellaneous good times including bicycling with Chris through Crystal Cove State Park, sun bathing on the beach, running on the beach with my dad, grabbing a shake at the Shake Shack, riding duffy boats around Newport Beach harbor, sailing on the Pacific Ocean down the coast, shopping and dining on Balboa Island with my sister, running in Cedar Grove park with my trail running group, cycling up Newport Coast Drive with my brother, hitting the farmer's market in Corona del Mar, going to a Lakers play-off game, watching surfers tackle 14 foot waves at "The Wedge," seeing the Cardinals play the Dodgers at Dodger Stadium, having many of our closest friends visit us for long weekends, watching the Angels play at Angels Stadium in Anaheim, and running a 5K race overlooking the ocean in Corona del Mar.

I owe a great deal of the "joie de vivre" that I enjoy daily to Chris.  I can never thank him enough for all he does for me and for our friends and family, and I am very much looking forward to our move back "home." See you soon!

Making Social Media Work for You, a presentation by Erin Steinbruegge of TheLoudFew

Erin Steinbruegge, my former online marketing partner-in-crime, fellow SEO, and one of my BFFs recently presented to a local St. Louis area group (ISES STL) on using Social Media Marketing to drive business results. I wasn't able to attend, but I was impressed with the presentation she later posted online. It's chock full of "ah ha" tips for Facebook, Twitter, LinkedIn and others, and it clearly maintains Erin's un-failingly fun approach to teaching, training and consulting.

She now runs TheLoudFew, an interactive marketing agency in St. Louis. 
Catch highlights from the video of her presenting as well as her recap here.

Here's the slide show:

Beyond The Cocktail Party - Making Social Media Work for You

View more presentations from The Loud Few.