Modern Marketing at the Convergence of Marketing & Technology

Modern Marketing @

C O N V E R G E N C E

of Marketing & Technology

By Mayur Gupta@inspiremartech

My Daughter

Online Shopper Age 3 Years

Montessori School

Favorite Gadget – iPhone

Favorite Mobile App - Gilt

Our world today

@courtesy Scott Brinker; chiefmartec.com

We don’t believe in digital marketing.We believe in building brands in a digital world

Clive Sirkin, CMO of Kimberly Clark

And this world is exploding with disruption

D I S R U P T O R S

@courtesy www.vml.com

“You miss 100% of shots you don’t take”

-Wayne Gretzky

@courtesy www.vml.com

New way to diagnose human body using smart phone

Analog vs Digital? No More

“Sun Dial” QR Code – Redefine Experience

15

Unprecedented scale of change.


16

Unprecedented speed of change.


Technology is D I S R U P T I N G

The C O N S U M E R is right at the center of it all

The C O N S U M E R is right at the center of it all

MODERN CONSUMER

O M N I P R E S E N T


O M N I C H A N N E L


O M N I C H A N N E L

O M N I P O T E N N T

A NEW M A R K E T I N G

driving B U S I N E S S

transformed by T E C H N O L O G Y

inspiring C O N S U M E R S

T R A D I T I O N A L TO D I G I T A L

@courtesy Scott Brinker; chiefmartec.com “Meta-Trends of Modern Marketing”

Trend # 1

M E D I A S I L O S TO O M N I C H A N N E L


Trend # 2

P U S H TO P U L L


Trend # 3

C O M M U N I C A T I O N TO E X P E R I E N C E S


Trend # 4

R I G I D TO A G I L E


Trend # 5

But is it all W O R K I N G?

technology changes

exponentially

organizations change logarithmically

technology management is deciding which changes are

adopted

?

?


#1

#2

F R A G M E N T E D

#3Organizational silos & fragmented operating model

Finance

Sales

MediaeCommerce

Coupons & Loyalty

Mobile

Marketing

Technology

“The problem is that too many companies are essentially showing their organizational chart to consumers”

Bob Lord & Ray Velez, Razorfish—

Well great, now how do we fix it?

drive C O N V E R G E N C E

wiring = data + API + cloud

#1Convergence in data & technology ecosystem

connected experiences

technology consolidation

marketing operating system

#2 Convergence in skills – The Marketing Technologist

technology creative strategy marketing

media finance

?

#3 Organizational Convergence

Marketing Technology



NOT ENOUGH ANYMORETHE FAMOUS GARTNER QUOTE



Sales

Strategy

Media

Finance



Sales

Strategy

Media

Finance

this is where the consumer touches the brand

Summarizing the need to C O N V E R G E

1. Converge DATA & TECHNOLOGY

2. Converge SKILLS

3. Converge ORGANIZATIONAL SILOS

Thank YouMayur Gupta

Global Head, Marketing Technology @ Kimberly

Clark

Reach me

at: B: www.inspiremartech.com

T: @inspiremartech

Lin: inspiremartech