Technical Marketing: The New Normal by Michael King - #SEJSummit Atlanta
Michael King - Technical Marketing
Transcript of Michael King - Technical Marketing
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TECHNICAL MARKETING IS THE PRICE OF ADMISSION
Michael King (@iPullRank)
Founder, iPullRank
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DOWNLOAD THIS DECK
http://bit.ly/stock-marketing
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This is the stock market as most of us know it.
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When you think of the stock market, you think of guys like this.
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Really, this is the stock market as it actually exists today.
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For years traders felt like the markets “weren’t the markets" anymore, but didn’t know why.
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It wasn’t until “flash crash” of May 6, 2010 that brokers really started to understand
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ROBOTS HAD TAKEN OVER THE MARKETS
Or rather high frequency trading algorithms did
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The SEC implemented Reg NMS to require bid distribution across multiple exchanges
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LATENCY CREATES ARBITRAGE OPPORTUNITIES
High Frequency Traders capitalize on the microsecond latency between trades
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Front Running with HFT
Exploiting the latency between trades, they could trade against you before your original trade went through
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THAT’S RIGHT. THEY “GROWTH HACKED” THE STOCK MARKET
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These people embraced technology and created an opportunity in a fragmented marketplace
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…while other brokers were at the mercy of technology.
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This was the forceful evolution of Wall Street.
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MARKETING HAS THE SAME EXACT PROBLEM
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This is Where We’re At
Now is the time to find the crevices in the market to see outsized returns.
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We’re Not Ready for Right Now...
Most marketers feel that their team is not ready to handle today’s technology.
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We’re Not Maximizing
Most people are using their marketing technology just for email marketing.
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How About the IoT?
So where does that leave marketing for the upcoming explosion of the Internet of Things?
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It leaves you right here. Not ready for what hit you.
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We All Agree IoT is Next
Senior marketers agree that IoT is the next big thing, but there’s a disconnect with current channels and technology.
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…But Few Are Ready
We are on the verge of a technological revolution that marketers are not ready to capitalize on.
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Technical Expertise Not Needed?
Marketers marketing to marketers want you to believe that technical expertise is not a requirement.
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HAVE YOU HEARD OF JAVASCRIPT?
JavaScript MVW frameworks have made content accessibility a little more difficult in recent years.
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ANGULAR’S GROWTH IS A KEY REASON WHY
SEO is more technical than ever before, actually.
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“NO IMPLEMENTATIONS UNTIL 2017”
And still you are at the mercy of technology and your development team.
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SECRET: NOTHING IS EVER THAT HARD.Developers are seen as magicians so they get away with a lot because you don’t understand what they do.
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This is exactly why “growth hackers” are eating your food.
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The New Normal
Companies like Facebook only hire technical marketers. This is fast becoming the new normal.
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WHAT DO YOU KNOW ABOUT ADWORDS SCRIPTS?
Did you know some marketers automatically make their PPC bids change based on the weather?
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EVER RETARGET THE WRONG PERSON?
Did you know that’s easily solved on the frontend multiple different ways?
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EVER WANTED TO RETARGET JUST ONE PERSON?
Cookie pools have minimums, but I solved that with a few lines of code.
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Did You Know Your Ad Network Will Lie to You?
If you’re not savvy enough to figure it out, you could be wasting big portions of your budget. h/t @willcritchlowhttps://medium.com/@robleathern/the-mobile-video-ad-lie-938a6de51367
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Does Programmatic Scare You?
The programmatic ad marketplace is not much different from high frequency trading. Are you ready?
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THIS IS NOT ABOUT LEARNING TO CODE
It’s about understanding possibilities and communicating effectively with your team to capitalize on them
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OH, You’re Still Siloing Your Teams?
Despite how ineffective it is, companies still take an assembly line approach where marketing and development don’t interact
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The modern marketing team must have developers on it.
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81%Of big firms now have a chief marketing technologist. This is good news.Gartner
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WE ARE MATH MEN AND MAD MEN.It’s about understanding possibilities and communicating effectively with your team to capitalize on them
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STAY CURIOUS ABOUT YOUR TECHNOLOGY1
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Change the Perception
Marketers are OK with not knowing how things work which makes developers dismiss you.
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It’s like speaking French in Paris. They’ll just be happy that you tried.
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Stay Up on Coding TrendsWhat’s popular in the development community dictates where trends are going.
HackerNewsBuiltWith Trends
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Learn from what the market is doing
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Learn Your Tools Well
I’ve never seen an instance of Omniture set up properly. I rarely see someone who knows how to use it.
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Push Your Tools to the Limits
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Stay Curious About Your Data
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Discover what is possible.
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ESTABLISH A BASELINE OF TECHNICAL SKILLS2
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Establish a Baseline of Skills
Everyone on the iPullRankteam knows HTML, CSS, SEO and Google Analytics no matter what they do.
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T-Shaped Marketer
Modern marketers must have a working knowledge of many different disciplines with deep knowledge in a core skill of their choosing.
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Cornerstones Haven’t Changed
Fundamentally, marketing is still the same. The medium, tools, and speed have changed dramatically.
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HTML & CSS
Learn how to build a web page. https://www.codecademy.com/tracks/web
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JavaScript
Learn how to make a dynamic webpage. https://www.codecademy.com/tracks/javascript
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APIs
Learn how to make applications talk to each other.https://www.codecademy.com/apis
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SQL
Learn how to work with databases. https://www.codecademy.com/courses/learn-sql
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Search Engine Optimization
Learn how to make content visible.http://www.distilled.net/u/
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Pay Per Click
Learn how to advertising auctions work.https://support.google.com/partners/answer/6123881?hl=en
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Content Strategy
Learn how to make useful and usable content. http://thecontentstrategytoolkit.comhttp://contentstrategy.com
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User Experience
Learn how to plan user experiences that work for your target audience. http://www.uxapprentice.com
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Measurement
Learn how to measure the performance of marketing activities. https://analyticsacademy.withgoogle.com
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Data Mining
Learn how to dig through your idea to identify opportunities.
https://www.coursera.org/specializations/datamining
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Optimization
Learn how to optimize experiences for the completion of business objectives. http://do.thelandingpagecourse.com/
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TOOLS YOU SHOULD KNOW AS MATH MEN3
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Tools Create Oppportunities
Tools can be transformative to workflows and efficiency. They can also create entirely new opportunities.
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API Growth
APIs have exploded in the last 5 years. There’s more structured data available than ever before.
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MarTech Landscape
Don’t worry, most of this stuff sucks and tried and true or free open source solutions work just fine.
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“Tools must shift from lines of code to declarative tools that allow business analysts to drag and drop processes, and users to compose apps rather than code them.”
…and that’s where things are headed.
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No Code is MarTech’sBest Trend Tools like Optimizely, Google Tag Manager, Zapier and Unbounce put the power back in the hands of marketers
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MySQL
Excel’s million row limit isn’t going to cut it in the big data environment. http://www.mysql.com
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MySQL for Excel
Pull your preprocessed query data into Excel. https://www.mysql.com/why-mysql/windows/excel/
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Google Analytics
Google Analytics is more than everything you need for effective measurement. http://www.google.com/analytics
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Programmable Web
Stay in the know about what data is available. http://www.programmableweb.com
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GA Query Explorer
Get the most out of GA by querying the API. https://ga-dev-tools.appspot.com/query-explorer/
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Google Tag Manager
Google Tag Manager is the future of measurement setups. http://tagmanager.google.com/
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CHECK OUT OUR FREE GUIDE TO GTM
http://ipullrank.com/google-tag-manager
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Klipfolio
Connect all your data sources into stakeholder dashboardshttp://www.klipfolio.com
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OrangeMake data mining a visual process rather than just a mathematical one.
http://orange.biolab.si
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FullContact
Enhance data on your users based on their email addresses. http://www.fullcontact.com
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Local Web Server
Download a web server for building and testing. https://www.apachefriends.org/index.html
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URLProfiler
Understand content’s performance quickly across every metric that matters http://www.urlprofiler.com
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MailChimp
From newsletters to trigger emails for marketing automation, MailChimp is usually all you need.
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Zapier
Automate your app connections. Achieve scale and efficiency http://www.zapier.com
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Kimono Labs
Scrape content from websites without any code. https://www.kimonolabs.com/
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Mautic
Open source Marketing Automation.http://www.mautic.com
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Postman
Test out APIs without any code.http://www.getpostman.com
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Unbounce
Build landing pages without any code.http://www.unbounce.com
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Optimizely
Build conversion tests without any code.http://www.optimizely.com
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Personyze
Do drag and drop personalization for free.http://www.personyze.com
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Chrome Developer Tools
Understand the code on your page.Ctrl+Shift+I in Chrome.
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WordPress
The only CMS you’ll ever need http://www.wordpress.org
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THE MODERN MARKETING PROCESS4
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You’re a Conductor
Your job as a modern marketer is to be a conductor across many disciplines.
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Strategic PlanningYou need to be able to bring a strategy together from end to end that also covers the technical aspects
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Be prepared to execute it yourself. If you must.
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Process STRATEGIC PLANNING
CONTENT STRATEGY
TECHNICAL DEVELOPMENT
PROMOTIONMEASUREMENT
OPTIMIZATION
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Workflow STRATEGIC PLANNING
CONTENT STRATEGY
TECHNICAL DEVELOPMENT
PROMOTIONMEASUREMENT
OPTIMIZATION
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ModelIdentify a performant segment of your audience
Develop a hypothesisLaunch something to support the hypothesis
Determine how to measure Listen to performanceOptimize Accordingly
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“Only teams where there’s cross-discipline understanding are going to be able to produce truly exceptional marketing content, and the gap between those agencies and clients and everyone else is only going to get more obvious as the rate of progress hastens.”
@PeteWailes
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Go Get Em!
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ALLOW ME TO INTRODUCE MYSELF
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My name is Mike King.
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I Own An Shop Called iPullRank
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This Is What We Do
RESEARCH & planningHitting the Right Targets
SOLUTIONS ARCHITECTUREMaking Software Work
Media managementPaid Media Amplification
CONTENT STRATEGYMaking the Right Content
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This Is What We Do
SEO & SOCIAL MEDIAEarned Media
EMAIL MARKETINGTaking the Message to the User
MEASUREMENTPerformance Insights
OPTIMIZATIONTesting and Learning
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We’d Love to Help You Out
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That’s All I’ve Got!
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THANK YOU / Q&A
MICHAEL KING FOUNDERIPULLRANK
@[email protected]://ipullrank.com
DOWNLOAD THIS DECK: http://bit.ly/stock-marketing