The Top 10 Marketing Technology Articles Curated Today, Friday, 5/10/13 from The Marketing Automation Alert

High quality posts and visuals today. You’ll want to carve out some time to listen to Scott Brinker’s presentation on Agile Marketing, and going hand-in-hand, enlarge and view LUMA Partner’s Marketing Technology LUMAscape.  We’ve got a wrap on the SiriusDecisions Summit, and some timely information regarding email distribution and responsive design. Lastly, we’ve included an HBR post on the end of agencies, but we think the end is due to a shift in supplier space (you may or may not agree).

 

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Featured Marketing Automation Article

 

The End of Traditional Ad Agencies – HBR

http://sco.lt/7PXNEP

From blogs.hbr.orgToday, 9:28 AM

 

Open innovation is changing the economics of advertising.

 

Key excerpt…

 

Each open innovation agency (and there are many) has its own revenue model, but common to all of them is the basic proposition of expanding the agency’s capabilities by tapping the wisdom of a global self-selected crowd of creatives, strategists, and fans. In his research on InnoCentive, the first global Internet-based platform designed to match problems with creative problem-solvers, Harvard Business School professor Karim Lakhani observed that the further a problem was from the solvers’ field of expertise, the more likely they were to solve it. Since few companies have the resources to hire the diverse disciplinary expertise found in open innovation networks, agencies will have to tap these networks if they hope to compete on creative output.

 

iNeoMarketing‘s insight:

Crowdsourcing revising the agency model? Sure. But we think there are other factors involved, all of which involve marketing technology. The question is: how long before all sizes and types of systems integrators will have their own marketing practices? Which is easier to hire: marketing technologists or creatives? We’re seeing marketing practices with the major service providers, e.g., Accenture, IBM, etc. It won’t be long before this all filters downward, ultimately destroying agencies as we know them today. It is the technology that will drive the marketing, and technology resides with systems integrators, service providers and IT shops. If you want to be a Mad Man, join a systems integrator!!!!!

 

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Eduardo Conrado Talks About Motorola’s Move To Marry Marketing-IT – AdAge

http://sco.lt/4mg1Lt

From adage.comToday, 9:12 AM

 

Key excerpt…

 

Ad Age: Motorola has been ahead of the curve on creating a department of so-called marketing technologists. How do you define a marketing technologist at Motorola? What is the role?

Mr. Conrado: Three years ago, we had the traditional digital team within marketing and there was a separate team in IT that supported us. Over the last couple years, that team started working closer and closer — we’d do joint planning between marketing, IT and sales. Even before I took this role, the CIO and I talked and said you know the team would perform much better if instead of having two parallel organizations that collaborate we had a single organization that oversees digital platforms and strategies for the company. So we combined digital marketing with the IT team that was helping implement the tools. More and more they’re service-as-software tools, so they look at the strategy, how we engage with customers, how we define the process. … Half the group is marketers with an affinity to technology, the other half have affinity for marketing and sales processes.

 

iNeoMarketing‘s insight:

We posed this question a few days ago: “As marketing continues to embrace technology and technology processes, what eventually is the differentiation that marketing has from IT?” And here’s one answer from this three question interview. It’s a quick read, but revealing as to the direction we’re heading. Marketer: know thy technology!

 

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[INFOGRAPHIC] Your Essential Landing Page Checklist – Pardot

http://sco.lt/99AvAH

From www.pardot.comToday, 8:42 AM

 

iNeoMarketing‘s insight:

And we’ll add: USE PERSONALIZED URLs!!!!

 

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Introduction to agile marketing (video presentation) – Chief Marketing Technologist

http://sco.lt/7OFM01

From chiefmartec.comToday, 8:54 AM

 

Last month, I presented a talk on Agile Marketing: Managing Marketing in a World of Constant Change at the Marketo User Summit in San Francisco.

 

iNeoMarketing‘s insight:

Outstanding. Spend the 50 minutes absorbing this presentation. Caution: it will launch automatically so if you’re at work, be aware.

 

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[INFOGRAPHIC] Marketing Technology LUMAscape – LUMA Partners

 

http://sco.lt/6nd6Dh

From www.slideshare.netToday, 8:37 AM

 

SlideShare is the world’s largest community for sharing presentations. Discover great content and connect with like-minded individuals.

 

iNeoMarketing‘s insight:

Cynthia Jennings, a friend and LinkedIn connection, pointed this out the other day, and we wanted to get this to you. It’s an eyechart, but fascinating look at the marketing technology space. LUMA Partners have other similar “scapes” that can be found here.

 

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18 practical responsive design tools and resources for wireframing – Econsultancy

http://sco.lt/8wXlsP

From econsultancy.comToday, 8:27 AM

 

Introduction…

 

You’re probably growing tired of the phrase ‘responsive design’, but it isn’t one of those overly-hyped buzz phrases that you can ignore, and it’s not going to go away anytime soon.

 

The reality is that many sites – ours included – still need to figure out how to deliver a consistent user experience that adapts to devices with different screen sizes.

 

So, I thought I’d compile a few resources, and some lovely tools, to help you (and me) to go down the responsive design route.

 

iNeoMarketing‘s insight:

We’re not going to ask if you’re implementing responsive design…you should be! But we are scooping this is an excellent collection of tools to assist with the task of responsive design.  Great stuff!

 

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SiriusDecisions Summit 2013, Days 1 & 2 Recap | SiriusDecisions Blog

http://sco.lt/8BMEYD

From www.siriusdecisions.comToday, 8:17 AM

 

Today SiriusDecisions kicked off its eighth annual Summit, which drew a sell-out crowd of attendees eager to focus on b-to-b marketing, sales and product issues and best practices, at the San Diego’s Manchester Grand Hyatt.

 

Day one summary can be found here: http://www.siriusdecisions.com/blog/siriusdecisions-summit-2013-day-1-recap/

 

Day two summary can be found here: http://www.siriusdecisions.com/blog/summit-2013-day-2-recap/

 

Highlights:

 

iNeoMarketing‘s insight:

SiriusDecisions has done a nice job summarizing each of the sessions presented at their Summit, and you’ll want to click through for the details.

 

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Six case studies and infographics on the optimal time to send emails – Econsultancy

http://sco.lt/814H5N

From econsultancy.comToday, 7:59 AM

 

Email has the potential to deliver a strong ROI for marketers, though the precise response rates depend on a number of factors including the subject line, type of offers and the time of day the email is sent.

 

Introduction…

 

According to the Econsultancy/Adestra Email Marketing Industry Census 2013 only half of businesses (49%) are currently testing the time and day of their email messages, so either the other 51% already know the optimum time or they’re working off a hunch.  So to give some food for thought on where to start looking and testing, here are six case studies and infographics that look at the best time and day of the week to send emails…

 

iNeoMarketing‘s insight:

Some of the data within this post has been previously scooped for you, and some of it is applicable to B2C, however, this post is a convenient collection of data associated with best days and times. NOTE: test, test, test to find your own best time.

 

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The Future of Content Marketing: 5 Beyonds – Velocity Partners

 

http://sco.lt/7tkKXJ

From www.slideshare.netToday, 6:54 AM

 

Content Marketing moves fast. It’s good to step back and see where this thing is going. (Annotated slides from my recent #B2BHuddle session)

 

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Social Sharing Boosts Email Results [Infographic] – Profs

http://sco.lt/9IKl9t

From www.marketingprofs.comToday, 7:55 AM

 

Email Marketing – Think social media killed off email? Hardly. If anything, social media has boosted the power of email. To help marketers understand how important social media is to email, GetResponse put …

 

iNeoMarketing‘s insight:

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