Technology isn’t just changing the lives of our customers, it’s changing marketing and it’s changing IT. This is a new world order – where marketers need IT skills and IT teams need marketing skills. Just as the Transformers from the movies can change their shape, form and function, so too must our teams. We explore the options, needs and structures that prepare your organisation for marketing’s new world order.

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AUTOBOTS,
DECEPTICONS
TECHNOLOGY AND
MARKETING IN THE NEW
WORLD ORDER
Gavin Heaton
DisruptorsHandbook.com

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WHERE TO FIND ME:
@servantofchaos
au.linkedin.com/in/servantofchaos
gavin@servantofchaos.com
Blog: servantofchaos.com
Innovation: disruptorshandbook.com

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A truck that turns into a
robot is not so
far fetched

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#platforming

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Platforms create
multiple points of
value

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Social
Delivers
connection
Cloud
Delivers
service
Mobile
Delivers
location
Analytics
Delivers
awareness

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Note:
#platforming is not
#planking

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Rise of #XAAS

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More hashtags
#IoT

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Every device creates
data and that
data can tell a story

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Where he
works
How he gets
there
Who he talks to,
travels with, texts
and calls

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#creepyline

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With #BigData,
don’t cross the
#creepyline
http://creepyline.com/

23. Lessons for
marketers?

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Every
minute on
the internet
http://www.fastcocreate.com/1683480/take-a-look-at-what-happens-every-single-minute-on-the-internet

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We are awash
with data

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It’s about
the
experience
of the brand

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Customers report they are willing to pay up to
30 percent more for a superior experience. In
fact, more than half (56 percent) of those
surveyed report paying more for a product in
the last six months because the customer
experience was better than other less
expensive options.
- avanade.com

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EXPERIENCE IS THE CURRENCY OF YOUR BRAND

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Digital is at the
heart of our
experiences
now

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#NoMoPhobia
The fear of being without
your mobile phone

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When can you be interrupted?

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When can
you be
interrupted?

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Social
Delivers
connection
Cloud
Delivers
service
Mobile
Delivers
location
Analytics
Delivers
awareness
[paid]
[earned] [owned]
Speaking
different
languages

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The
language
of tech?

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In your
dreams

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In many organizations, business people and technologists move in
different circles. There is a yawning cultural gulf between them: they
speak different languages, report to different managers, socialize
with different people, and have different career ambitions. Neither
side trusts or particularly respects the other. Neither side
understands the pressures, deadlines and challenges the other
faces. They are at loggerheads.
-- Wayne Eckerson

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[IT] [Marketing]
The Red of Technology
and the Blue of
Business

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Breakthrough innovation occurs when reconciling opposites.
Living at one end or the other of a philosophical or cultural
spectrum is comfortable, but not terribly interesting or instructive.
You know the answers before people ask the questions. Your
past, present, and future are hard wired and unchanging.
-- Wayne Eckerson

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DEVICE
SPACE
ENGAGE
CHANNEL
PROCESS
* * * * * * * * * * * * * * * * * * * * * *
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CUSTOMER EXPERIENCE MAP
TIME

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1.
Buying
Stage
3.
Behaviour
by Persona
2.
Content
& Analytics

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http://www.smartinsights.com/
Content
matrix

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Audit your
team across
five
dimensions
Marketing
foundations
Tech
foundations
Content
prod &
publishing
Data
analytics
Social
mindset

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Marketing
foundations

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Technology
foundations

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Content prod
& publishing

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Data
analytics

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Social
mindset

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Source skills from
inside
Engage external
agencies

53. Create memorable
experiences
Deep and sustainable relationships

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Remember …
Don’t be a robot

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MARKETING IN THE NEW
WORLD ORDER
Gavin Heaton
gavin@disruptorshandbook.com
DisruptorsHandbook.com