Archive for Robert Davis

5 more great things heard at #MarTech 2015 – Day Two

Posted by Robert Davis on April 2nd, 2015 at 7:03 am

The audience was moving a little slower on day 2 of MarTech 2015, but the assembled speakers continued to score a lot of points. The final day's agenda was heavy on practitioners offering practical lessons from the field.  Here are my five favorite quotes from the closing day of #MarTech15 - and a bonus quote for good measure.
1. "Through manual work you learn what to automate."
Corey Craig, Dell
Corey relayed her personal and professional transition from manual to automated digital marketer for Dell, and told a story about scaling up that most mid-funnel marketers could probably relate to. She set the scene by describing the night she sat in her living room and mapped out a series of if-then statements that became her first set of automated campaigns. Her perspective was that it's important to retain a tactile sense of the campaigns even as you launch into manipulating the tech to leverage automation. (I will say I heard other points that seemed to counter this point of view, and wrote a longer post about this contrast on LinkedIn.)
2. "It takes a culture of humility to want to test and optimize."
Chris Goward, Wider Funnel
3. "You're not launching a website – you're launching... Read more

5 great things I heard at #MarTech15 – Day One

Posted by Robert Davis on April 1st, 2015 at 6:50 am

In his opening remarks on the first day of MarTech 15, Scott Brinker addressed a crowd twice the size of last year's summit in Boston - a good sign that marketers are investing more time and energy in "taming the Frankenstack," as he put it. Over the course of the day we heard from brand marketers, consultants, analysts and vendors - and learned a lot. Here are five of my favorite quotes from the first day of #MarTech15.
"Architecture and strategy – the difference between a marketing stack and a marketing pile."
Scott Brinker, Founder MarTech, blogger, CTO ion interactive
Throughout the day, a number of speakers addressed the critical tasks of moving from tactics to strategies, and aligning IT and marketing to build an architecture that scales and integrates. Everyone admitted that very few of us have really reached the destination. Scott eloquently points out that licensing software is just the first step on a journey to being able to say you really have a "stack."
"In a digital world, programming is part of the storytelling."
Scott Brinker, again
Scott also touched on the need to engaged the entire integrated team in the art of storytelling. It's not just creatives telling stories over multiple interactions... Read more

Three ways Kayak, TripAdvisor and Hotels.com are connecting with engaged buyers

Posted by Robert Davis on November 18th, 2014 at 10:52 am

Today, when consumers make big-ticket purchases they act more and more like B2B buyers. In this age of the engaged buyer, savvy marketers have to abandon conventional wisdom about the hard lines between B2B and B2C buying, and instead tune in to what’s really going on when consumers make considered purchases.
What’s so different about the “engaged buyer"?
At my agency, "engaged buyer” is a term we’ve adopted to describe the anyone making a considered purchase. One key change we see in consumers is the more self-conscious view they take of buying as a process in and of itself. In general, they’re more conscious that they can use digital tools, content and influential voices to build and evaluate a consideration set,  to narrow the available options based on criteria, and eventually make a decision they’ll feel good about.
We see buyers applying different “buying styles” to a purchase based on two key factors: the complexity of the decision they’re making, and what the buyer sees as being “at stake” in the buying decision itself. (You can learn more about buying styles in this recent Slideshare presentation about the Engaged Buyer.)
Whether the stakes are internal or external or the process more or less structured,... Read more

Three lessons on how to start a movement from Amex Small Business Saturday

Posted by Robert Davis on October 2nd, 2014 at 11:35 am

Small Business Saturday is probably the best example in recorded history of marketers starting a movement that has achieved widespread societal adoption. Now, I'm not talking about a trend or a fad, but a true movement – a group of people across a broad swath of the population working together to achieve shared goals. In the latest episode of The Unconventionals, PJA President Mike O’Toole sat down with Mary Ann Fitzmaurice Reilly, SVP Customer Marketing and Engagement at American Express. Mary Ann was one of the key individuals responsible for nurturing Small Business Saturday from idea to execution to high-powered social juggernaut.
OK, that’s some serious hyperbole. Here's why it’s completely justified.
It’s incredibly hard for marketers to rise above the forces of compromise to launch a truly great campaign. Building a movement is way, way harder: the public is often skeptical about what's motivating the brand. Authenticity is a real challenge. Marketers might not have the patience (or permission) to stick with it long enough. And success or flop, whatever happens, it happens in public - which means a lot of risk for the brand. Now check out this earned tweet promoting Small Business Saturday in 2012:

Now, any remaining objections to... Read more

Three critical CMO-CIO gaps companies need to close now

Posted by Robert Davis on August 7th, 2014 at 8:19 am

“Marketing is more about digital now.” Well, yeah - it was really no surprise when recent research from Accenture identified the encroaching digitalization of every aspect of marketing as the most important reason why CMOs and CIOs think they need more alignment and interaction. Research from Forrester backs this finding up: 51% of CMOs describe their relationship with the CIO as important, vs. the 30% who said it was important in 2011. So everything’s great, right? Well...
The gaps in CMO/CIO relationships that threaten the success of marketing tech
Data from Accenture Interactive's recently released 2014 CMO-CIO Alignment Study suggests that when you get down to specifics, significant gaps still exist between CMOs and CIOs – gaps that need to close and close fast if CMOs are going to be able to show enough business value from their escalating marketing technology investments.
This new research offers a detailed view into the attitudes and behaviors that drive current CMO/CIO relationships, and in doing so uncovers some uncomfortable truths. Because Accenture has taken the unusual step of publishing the study on Tableau Public as an interactive workbook, I was able to freely slice and dice the data, comparing findings across geographies and industries, and comparing companies... Read more