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Iamreff added a favorite at Chief Marketing Technologist
Dec 19, 2012
"I do not FAIL. I SUCCEED at finding out what did not work."
"We want to test bold, new ideas that always work."
Nobody likes to see their idea lose. Everybody wants straight A's. Look good for the boss. It's the Lake Wobegon effect: all the children are above average. (If you don't appreciate that joke, take this pop quiz.) So at some level it's not surprising that survey data of Fortune 1,000 marketers ...
Scott,
No surprise to see the idea and associated terms catching hold. As always, thanks for continuing to carry the torch!
John
@iamreff
State of the Marketing Technologist 2012
It's that time of year again. This blog's anniversary — our fourth (!) — and time to look at the evolution of the "marketing technologist" meme over the past year. First, let's start with an update on Google searches: Google Search February 2008 February 2011 February 2012 chief marketing t...
Nice article (I recently put you into my RSS feed). A couple more points from a Mktg Tech perspective if you don't mind.
- Don't limit your brand brainstorming to just .com. True .com is most favorable but as you point out, the good names are gone (or squatted). What's left are strange names like Retwouly (<-- made it up). Also consider names that use country codes. Startup Foreca.st is a great example.
- Don't be like Netflix and pick a name (Qwickster) that is already owned on social channels. Use a site like brandchecker.com or namechk.com to see if you'll be able to brand your name easily or if you'll need to be a bit creative with your social account names.
Brand Naming is a topic that fascinates me. Thanks for the post.
John Refford
@iamreff
http://refford.com
Brand Naming Strategy
Brand naming, whether it be corporate or product names may seem simple, however it is anything but. Generally, for a final brand name that makes it through all of the evaluation hurdles and is accepted by the client, hundreds, if not thousands of names were explored. So, what makes naming so ...
Great job listing out the available models Scott. (I got a chuckle out of hostile.) I like how you highlighted the key elements to the model. You are truly correct in that the best model is "it depends". JV seems very appropriate for my business but I know MTs at more technical organizations (software dev) where the Embedded model is the best fit.
As always, keep up the great work!
14 marketing technology organizational models
The good news is that, at last, everyone agrees: Marketing technology is now a major dimension of marketing. The marketing department and the IT department must collaborate. The challenge, however, is that beyond those two principles, there is a stunning diversity of opinions for how marketing ...
Great post Scott!
This moves constituents past the turf battles and allows them to each do what they do best:
IT: security, normalization, infrastructure, core business functions
Marketing: branding, strategic direction and focus
Agencies: cutting edge digital execution
The new three-way: CIO, CMO & Agency
Good article on AdAge this morning, Friends With (Digital) Benefits: CMOs Link With CIOs. The article includes several great anecdotes, from both agencies and brands, talking about the increased frequency of three-way meetings — the CMO, the CIO, and the agency — all collaborating together: Agen...
Congrats Tom! Being an entrepreneur is tough. Keep on killing it!
Lessons From A New Entrepreneur
May 1 was an epic day at the Martin household. It marked the one-year mark for Converse Digital. Yep, one year of "shitting and getting" as my dad calls it. One year of late nights, early mornings, long flights, hotel rooms, and wondering what tomorrow brings. And I wouldn't change it for the ...
Scott, thanks for continuing to carry the torch!
Lobbying for marketing technologists outside IT
Last month, the IT Services Marketing Association published an interview with me, Do You Need a Chief Marketing Technologist? (Note: the article is free for ITSMA members, but $195 for everyone else.) Although I've made the case for a chief marketing technologist several times before on this bl...
Great post as always. IT departments need to "enable" technology adoption not prevent it.
There is an opportunity for a new business model here. A middleman service that supports the predominate mobile technology platforms on behalf of the enterprise. Users buy their fancy doodads and this middleman connects it to corporate e-mail and calendaring in a secure way. It could be paid for my the users with the enterprise having the opportunity to subsidize some of the cost.
Is anyone doing this? If not, let's start developing!
The tyranny of consumerization. Really?
A headline on Computerworld this morning caught my eye: Apple's iPad 2 provokes IT anxiety. I can imagine the iPad stirring up a lot of reactions — including mere indifference — but anxiety? That seems incongruous. Unless maybe you're HP, Motorola or Samsung. But the article starts off with, "A...
Too often I see this debate poised as the classic zero-sum game when I believe much of the drama can be avoided by clarifying roles and responsibilities. Management frameworks (e.g. PMP, ITIL) provide mechanisms for designating roles. ARCI (aka RACI) allows participants to designate who is accountable, responsible, consulted and informed. Certainly IT should remain accountable for infrastructure services, but perhaps it should cede control of line of business apps to the functional departments while still being responsible for technical aspects including: data, security, support and business continuity. I think there is enough work for everyone and a partnership is more likely to succeed than a dictatorship. Thanks for the great post!
IT dictators in an age of marketing democracy
Caron Carlson, editor of FierceCIO, just posted Letting Marketing Handle Its IT, Part 2, continuing the discussion started last week. (See my post on governance vs. management in marketing technology.) Caron highlights some of the comments left by readers to part 1 and draws her conclusion in the...
Another great post. I was looking at this trend a few years ago and it worried me enough to get a MBA and ultimately move to Marketing. Indeed there will still be plenty of jobs in the future, but the deck is being reshuffled. More and more of the technical jobs will move out of the corporation and into the IT/BPO services companies. IT positions within corporations will change; they will look a lot more like procurement/vendor relationship managers and less like technicians.
-John
The cloud threatens creative destruction for IT
The winds of change are blowing through IT, and it's not a gentle summer breeze. Earlier this month, Hewlett-Packard announced they were cutting 9,000 IT jobs. They're consolidating their data centers and making them far more automated, as more advanced software and hardware eliminates the need...
I see she has taught you the art of including pornographic terms in your post to drive up hits from horny boys.
We learn all the good tricks from the ladies. My lady friend told me some new-news with you; good luck wit dat.
You Say "Paella," I Say "Paella." Plus One Good Turn Deserves Another... Part One: The Turn Thing.
So. Recently two things happened that have had a rather stupefying effect on the number of hits my sad little lonely blog has received as of late. Well, one thing really, but there are two parts to it. Number one is that I had a birthday last week (thank you) and turned 34. Now that in and o...
Agreed. Great post. It led me to think of Joe Jaffe's concept of flipping the funnel. Social Media allows us to stay engaged after the sale and perhaps turn customers into cheerleaders. At least we can stay engaged and support them post sale.
The Social Marketing & Sales Funnel
Social marketing does some interesting things to what we traditionally think of as the marketing funnel. You know - the one where we generate a lot of content and events, then keep pushing more content in front of people until we finally sic sales people on the lead. It has led to some fairly...
Great post n*! You're such a frickin' inspiration! ;-)
http://www.refford.com/2010/03/spiral-staircase/
One Year Ago; A Look Back On A Life-Defining Decision That My Feet And Lower Back Wish I Could Take Back...
I remember not really being able to sleep on the night before culinary school began. After making the decision to go, securing a loan (no small feat), and getting accepted ("oh, your check cleared? Welcome the the FCI!!") there was a good couple of months before I actually started and my head...
N*! Your best post eva in a sort of Saturday afternoon special kind of way. Great "action shots" (that's sure to get you some extra hits from purveyors of porn). All the best from the Reffs no matter what you do.
To "B" or not to "B" -Or- How I Learned You You Should Never Say Never (the hard way)
New Years day, 2008 and I'm living my worst nightmare come true. Well, okay. My worst "waiter" nightmare come true, but it was a bad day either way. I'm on the floor at 6:30 am setting up for New Years Day Brunch, a shift I'd sworn I'd never work again. Still today, the words New Years D...
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