by Eric Franzon
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:
- From traditional to digital
- From media silos to converged media
- From outbound to inbound
- From communications to experiences
- From art and copy to code and data
- From rigid plans to agile iterations
- 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.