Creativity without comprise by Cleve Gibbon

The future of digital marketing. London . Poznań . New York

Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200

Creativity without CompromiseAemHub 2015

Cleve Gibbon, CTO



Introduction BrandDemand

CreativeProduction

Stacksvs Platforms

Questions & Answers

start end2-3 mins 8 mins 10 mins 7 mins 2-3 mins



Demand



“15-25% improvement in marketing effectiveness through better marketing operations.”

“Many marketing departments are struggling to become effective in their marketing operations and new business models.”

Digital marketing operations enables the speed, agility, experimentation and responsivenesses that successful companies need to react to and shape the marketplace.

“Digital marketing operations is a mix of capabilities, process, structure and technologies to cost-effectively exploit and scale the interactivity,

targeting, personalisation and optimisation of digital channels.

The best in class companies re-allocate up to 80% of digital campaign budgets

during a campaign.Source: http://www.mckinsey.com/insights/marketing_sales/how_digital_marketing_operations_can_transform_business

http://www.mckinsey.com/insights/marketing_sales/how_digital_marketing_operations_can_transform_business

http://www.mckinsey.com/insights/marketing_sales/how_digital_marketing_operations_can_transform_business



Global Digital Estate

Scale & SimplicityAgility & SpeedGlobal & LocalRich & Consistent Agency & PartnerBroaden & Deepen



Content As A Function

• Scalable• Predictable• Repeatable• Measureable



CreativeProduction



We still define Technology in cartoon terms:Built by geniuses and Operated by idiots.



Creative Production vs Platform Management

Content

UX

Platform

AgencyContent Production

System IntegratorTechnology Integration

AgencyCreative Production

System IntegratorPlatform Management



PRODUCTION

COREPLATFORM

• Content & Asset Publication• Site Creation & Deployment• Creative & UX Treatment

Systems of Engagement (Type 2)

• Shared Digital Capabilities• Frameworks, APIs, SDKs, Libraries• System Integrations

Systems of Record (Type 1)

CreativeProduction

PlatformAs A Product

Bi-Modal



PRODUCTION

COREPLATFORM Decouplewe need to

production from platform



• Platform management• Managed releases• Risk averse

PRODUCTION

COREPLATFORM

• Continuous experimentation• Creative production• Risk tolerant

Systems of Engagement (Type 2)

Systems of Record (Type 1)

Bi-Modal



Stacks &Platforms



Source: http://www.clevegibbon.com/2011/08/online-cxm-solutions-cms-in-the-middle/

http://www.clevegibbon.com/2011/08/online-cxm-solutions-cms-in-the-middle/

http://www.clevegibbon.com/2011/08/online-cxm-solutions-cms-in-the-middle/



When a STACK is NOT a Stack!



Source: http://chiefmartec.com/2015/05/4-topologies-integrated-marketing-technology-stacks/

One ProblemOne Product

One “Bigger” ProblemOne Closed Platform

Multiple ProblemsMultiple “Less Closed” Platforms

Multiple “Massive” ProblemsMultiple “Open” Platforms

The major platforms in the marketing technology stack are:• CRM Platform (Marketing)• Data Management Platform (AdTech)• Web Experience Platform / eCommerce Platform (CxM)• Marketing Automation Platform • Social Relationship Management Platform (Listening)

http://chiefmartec.com/2015/05/4-topologies-integrated-marketing-technology-stacks/

http://chiefmartec.com/2015/05/4-topologies-integrated-marketing-technology-stacks/



Creativity without CompromiseAemHub 2015

Source: http://www.cognifide.com/blogs/cq/creativity-without-compromise/

Brand DemandGlobal Digital Estate

Content As A Function

Creative ProductionProduction

Platform Management

Stacks & PlatformsMultiple Problems

Emerging Platform Ecosystem


Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200Questions



Advise. Deliver. Support.

Creativity without comprise by Cleve Gibbon

Technology

Transcript of Creativity without comprise by Cleve Gibbon