5 disruptions to “marketing” by scott brinker
TRANSCRIPT
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5Disrup)onsto“Marke)ng”
Sco6Brinker(@chiefmartec)
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Ifyouthinkmarke0ngisalreadychangingtooquickly,you’dbe:erbuckleyourseatbeltforthis…
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1. Digitaltransforma0on
2. Opensource&APIs
3. Ver0calcompe00on
4. Digitaleverything
5. Ar0ficialintelligence
5Disrup)onsto“Marke)ng”
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1. Digitaltransforma)on
2. Opensource&APIs
3. Ver0calcompe00on
4. Digitaleverything
5. Ar0ficialintelligence
5Disrup)onsto“Marke)ng”
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DigitalNa0ves
DigitalTransformers
DigitalMarke,ngSophis,ca,on
DigitalMarke)ngSophis)ca)onIsHeavilySkewed
DigitalMarketers
DigitalDiscoverersDigital
Laggards
LEADUSERS
AdvanceorPerish
Dotheseleadusersforetellthefutureof
marke0ng?
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,me
Whowillownexperiences:productormarke)ng?
communica(ons
experiences2SCENARIOS
A)Marke0ngandproductmerge.
or
B)Productandmarke0ngsplit:productownsexperiences;
marke0ngownscommunica0ons.
TheRise(andFall?)ofMarke)ng’sCXScopeExplosion
(bespokecontent)
(bespokeso8ware)
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Asmarke0ng’sscopeexpands,itlosesstructuraldefini0on.Insteadofgrowingtocontroltheen0rebusiness,otherpartsoftheorganiza0onwillabsorbmarke0ngelementsintotheirdomain.Theonlyques0onishowthiswillbegoverned.
TheDemocra)za)onof“Marke)ng”
*ThisiswhathappenedtoITastechnologywasdemocra0zed—ironicallycatalyzedbytheexplosionofmarke0ngtechnology.
*
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“Marke)ngistooimportanttobeleYtothemarke)ngdepartment.”
–DavidPackardCo-founder
HewleC-Packard
What’spastisprologue?
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1. Digitaltransforma)on
2. Opensource&APIs
3. Ver0calcompe00on
4. Digitaleverything
5. Ar0ficialintelligence
5Disrup)onsto“Marke)ng”• Digitaltransforma0on>marke0ng
• Digitalna0vestodaymayprefiguremainstreammarke0ngtomorrow
• CX=product(so]ware)=marke0ng,e.g.,“growth”rolesindigitalna0ves
• Whowillleadcustomerexperience?
• Willmarke0ngcontracttoitsrootsincommunica0on,cedingCX=producttootherpartsoftheorganiza0on?
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1. Digitaltransforma0on
2. Opensource&APIs
3. Ver0calcompe00on
4. Digitaleverything
5. Ar0ficialintelligence
5Disrup)onsto“Marke)ng”
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Oneofthetop3webcontentmanagementplaaormsisopensource,aheadofIBMandOracle.
WordPress—alsoopensource—isusedby38%oftheTop10,000websitestoday.builtwith.comOctober2016
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Whereelseisopensourceso]wareformarke0ng?
adserver DAM webanaly0cs CRM marke0ngautoma0on
videomanagement
dataintegra0on
wiki businessintelligence
onlinecommunity
dashboards
socialmediamarke0ng
ecommerce customersurveys
agilemanagement
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Willfailedmartechventuresbreedopensource?
Willopensourcebecomeacompe00vedifferen0ator?
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Foranyfield:moresoYwaredevelopers=moreopensourcesoYware.
*So]waredevelopersusedtoshun“marke0ng.”Butasdigitaltransforma0onentanglesmarke0ngandproduct,theyareembracingitsmission—ifnotitslabel—inthe
pursuitofcra]ingremarkableuser(customer)experiences.
*
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JeffBezos’BigMandate(circa2002—paraphrased)
hCps://plus.google.com/+RipRowan/posts/eVeouesvaVX
1. Allteamswillhenceforthexposetheirdataandfunc0onalitythroughserviceinterfaces.
2. Teamsmustcommunicatewitheachotherthroughtheseserviceinterfaces.
3. Noothercommunica0onisallowedotherthanserviceinterfacesoverthenetwork.
4. Itdoesn’tma:erwhattechnologytheyuse.
5. Allserviceinterfacesmustbedesignedtobeexternalizable.
6. Anyonewhodoesn’tdothiswillbefired.
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Source:ProgrammableWeb.com,RubenVerborgh
15,799
2016
GrowthinPublicAPIsListedonProgrammableWeb.com
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TonyRalphDirectorofAdTechnologyNealix
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1. Digitaltransforma0on
2. Opensource&APIs
3. Ver0calcompe00on
4. Digitaleverything
5. Ar0ficialintelligence
5Disrup)onsto“Marke)ng”• Moreso]waredeveloperswilltouch“marke0ng”withmoreopensource
• Opensourceshi]svalueupthestack• APIswillenablebusinessestorapidlyassemble/adaptamul0tudeofnewdigitalproducts(=CX=marke0ng)
• Marke0ngstackstodaymayprefigurecomposableCXfabrictomorrow
• Opensource&APIs(alongwithIaaS)willpermitmicro-vendorstoflourish
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1. Digitaltransforma0on
2. Opensource&APIs
3. Ver)calcompe))on
4. Digitaleverything
5. Ar0ficialintelligence
5Disrup)onsto“Marke)ng”
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MostofthestrongestInternetservicesandclientinterfacesdrawstrengthfromaplagormstrategy.
Whatarethefutureplaaormopportuni0esforserviceproviders,martech/adtechcompanies,andacrossthever0calchannel?
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1. Digitaltransforma0on
2. Opensource&APIs
3. Ver)calcompe))on
4. Digitaleverything
5. Ar0ficialintelligence
5Disrup)onsto“Marke)ng”• Ver0calcompe00onacrossthedigital“channel”isagreaterstrategicthreatthanhorizontalcompe00on
• Internetservicesdominatetodaybyowningaudiencedataanda:en0on
• Explosionofnewclientinterfacesmayshi]powerdownstream,supersedingthecommodi0zedwebbrowser
• 4ofthe5mostvaluablecompaniesintheworldhavever0calownership
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1. Digitaltransforma0on
2. Opensource&APIs
3. Ver0calcompe00on
4. Digitaleverything
5. Ar0ficialintelligence
5Disrup)onsto“Marke)ng”
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Alltheworldisbecominganinterconnecteddigitalcanvas.
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Explosionofnewdigitaltouchpoints,plagorms,andAPIs.
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1. Digitaltransforma0on
2. Opensource&APIs
3. Ver0calcompe00on
4. Digitaleverything
5. Ar0ficialintelligence
5Disrup)onsto“Marke)ng”
Digitaleverythingreinforcesdigitaltransforma)on.
Forexample:whointheorganiza0onwilldesign,build,andmanageAmazonAlexaskills,Slackchatbots,AppleWatchapps,etc.?
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1. Digitaltransforma0on
2. Opensource&APIs
3. Ver0calcompe00on
4. Digitaleverything
5. Ar0ficialintelligence
5Disrup)onsto“Marke)ng”
Digitaleverythingreinforcesopensource&APIs.
EverythingwillconnectviaAPIs.Insteadofresponsivewebdesign,responsivedigitalfabricwillbemoreimportant—from“mobilefirst”tomicroservicesfirst.
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1. Digitaltransforma0on
2. Opensource&APIs
3. Ver0calcompe00on
4. Digitaleverything
5. Ar0ficialintelligence
5Disrup)onsto“Marke)ng”
Digitaleverythingreinforcesver)calcompe))on.
Amassiveexplosionofnewclientinterfaceswillaffectver0calpower—willtheconsumerfavorthedeviceortheInternetservice?
*ThisiswhyGoogleshouldbeconcernedaboutAmazonAlexa,AppleSiri,etc.
*
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1. Digitaltransforma0on
2. Opensource&APIs
3. Ver0calcompe00on
4. Digitaleverything
5. Ar0ficialintelligence
5Disrup)onsto“Marke)ng”• AR,VR,IoT,wearables,conversa0onalcompu0ng,etc.=digitaleverything
• Webbrowserswillbeeclipsedbyamul0tudeofnewclientinterfaces—disrup0ngwebcontentmanagement
• Explosionofcontextualmarke0ngwilldisruptclassicadver0singecosystems
• Marke0ngbakeddeeperintoproducts,orchestratedbynetworkedAPIs
• Whowilldesign,build,andmanageit?
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1. Digitaltransforma0on
2. Opensource&APIs
3. Ver0calcompe00on
4. Digitaleverything
5. Ar)ficialintelligence
5Disrup)onsto“Marke)ng”
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Wherewill0mesavedbyAI
automa0onbereinvested?
Willautoma0onleadtothe
commodi0za0onofswathsof“marke0ng?”
Whatwillbusinessesvalue
instead?
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Machine-Learning-as-a-ServicePowerfulAIenginesavailableasAPI-accessibleservicesandopen
sourceprojects.
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Theba:leforar0ficialintelligenceisreallyaba6leforthedatatofeedAIalgorithms.
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,me
Ar)ficialIntelligenceWillIncreaseMarke)ngComplexitymarke,n
gcomplexity
humanmanageablecomplexity
“invisible”complexity
Why?Becauseitcan.Avaria0ononWirth’sLaw/Gate’sLaw/Page’sLaw/May’sLaw
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1. Digitaltransforma0on
2. Opensource&APIs
3. Ver0calcompe00on
4. Digitaleverything
5. Ar)ficialintelligence
5Disrup)onsto“Marke)ng”• AIhypeexceedsprac0calusestoday,buttechnologywilladvancequickly
• Automa0onofbasicmarke0ngtaskswillshi]humancapitaltowardmoreactsofcrea0on—esp.newproducts
• Theinput/outputofAIenginesisdata,whichwillreinforcetheAPIeconomy
• AIwillexplodeopera0onalcomplexityinbusiness,evenasitsimplifiesthehumaninterface
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1. Digitaltransforma0on
2. Opensource&APIs
3. Ver0calcompe00on
4. Digitaleverything
5. Ar0ficialintelligence
5Disrup)onsto“Marke)ng”
Whatdoallfiveofthesehaveincommon?
Anexplosionofdigitalproducts(services)thatleverageinterconnectedplaaormsandAPIs.
CX=products=marke)ng
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ChiefMarke)ngTechnologisth:p://chiefmartec.com
ioninterac)ve,inc.h:p://ioninterac0ve.com
[email protected]:er:@chiefmartec
Emailmeat:
MarTechConferenceh:p://martechconf.com
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www.martechconf.com