Posts Tagged ‘Scott Brinker’

Scott Brinker presents “A NEW BRAND OF MARKETING” (Free eBook)

Click to dowload Scott Brinker's "A NEW BRAND OF MARKETING: The 7 Meta-Trends of Modern Marketing as a Technology-Powered Discipline"Scott Brinker, whom we have covered many times in the past because of his insights into semantic technology and marketing, has written a new short book about modern marketing trends.  The author presents “seven transformative meta-trends in modern marketing.” In the forward, he identifies these trends as “…wield[-ing] tremendous influence on the current evolution of marketing strategy and management.” The trends Brinker identifies are:

  1. From traditional to digital
  2. From media silos to converged media
  3. From outbound to inbound
  4. From communications to experiences
  5. From art and copy to code and data
  6. From rigid plans to agile iterations
  7. From agencies to in-house marketing

While he does not mention semantics explicitly in the book, knowing Scott as we do, we were curious about his thoughts on the subject. We caught up with him to ask, “So, how does this fit in with Semantic Web Technologies?”

Brinker responded, “Semantic web technologies are a great example of how technology is continuously changing what’s possible in marketing and business. But in the absence of ‘marketing technologists’ — these hybrid professionals who can translate technology capabilities to marketing opportunities, and vice versa — much of that potential remains untapped.”

“Structured and linked data can have such a tremendous impact on shaping customer experiences in a digital world. While not every marketer needs to understand the technical layer of how to make that happen, they need to have a sense of what’s possible — and they need to be able to work with more technical talent, as part of the modern marketing team, to make it happen.”

Brinker, who coined the term “Chief Marketing Technologist,” is offering the 40-pager as a free download on his website.


Can Marketing Managers be Replaced by Bots?

Scott Brinker recently posed the question of whether marketing managers could one day be replaced by computers. He writes, “Do you think computers and software could run marketing as well as humans? Or better? Skeptics and humanists — which describes my leanings on this subject, even though I’m a technologist by trade — may reflexively answer ‘no.’ The complex organizational and psychological facets of marketing — a discipline renown for creativity and imagination — seems like it would defy the purely mechanical capabilities of computation.”

He goes on, “That’s true today. But if you doubt the potential for software to take on a much larger role in the future of marketing, you should read Automate This: How Algorithms Came to Rule Our World by Christopher Steiner. Read more

The Semantic Link – Episode 3 – February 11, 2011

Paul Miller, Bernadette Hyland, Ivan Herman, Eric Hoffer, Andraz Tori, Peter Brown, Christine Connors, Eric Franzon

On Friday, February 11, a group of Semantic thought leaders from around the globe met with their host and colleague, Paul Miller, for the third installment of the Semantic Link, a monthly podcast covering the world of Semantic Technologies.

This month, we tackle the topic of “Marketing the Semantic Web” and are joined by two special guests:

Krista Thomas Krista Thomas, VP Marketing, (Formerly VP Marketing, OpenCalais, Thomson Reuters)
Scott Brinker Scott Brinker, President & CTO at ion interactive, inc.

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