"Hacking Marketing!"

MARTECH On October 20 and 21, 450 marketing technologists gathered in London for the first European Martech Conference. Christoph Oggenfuss* provides a recap. One highlight was the opening keynote by Scott Brinker, co-founder of the U.S. company ion interactiv.Just under 40 percent of participants came from the UK and the rest came from all over the world. Scott Brinker, the initiator and conference chairman from the USA, made two main points in his opening keynote: on the one hand, the proliferation of solutions in digital marketing and, on the other, the massively changed role of the CMO. (Figure 1) In short - from Art&Copy to Code&Data (Figure 2). Not surprisingly, the same Scott Brinker is writing a book entitled "Hacking Marketing".

Figure 2: Marketing undergoing fundamental change.Marketing and IT as a teamWith case studies from Marks&Spencer, ebay, Carlsberg, DHL and others, it was clearly shown how much traditional marketing needs to change in order to meet the requirements of digital marketing. It cannot be that marketers talk about customer experience and technologists talk about user experience and both mean the same thing - this gap needs to be closed quickly. The transformation story of Marks&Spencer, from a classic analogue 130-year-old retailer to a digitalized multichannel company, was very impressive. It became clear how marketing performance depends on the skillful use of marketing technology. At the same time, however, the speaker emphasized that the key to success lay in the close cooperation between the marketing and IT teams.The three key statements from Martech-London 2015:- The "New School of Marketing" is the signpost to the digital age (Fig. 3)- It is not the titles (Chief Digital Officer, Chief Customer Officer, Chief Data Officer, etc.) that are decisive but the roles that these people perform - In the context of IoT (Internet of Things), things will not only be networked but will also be able to "talk". What does this mean for the marketing function?

Figure 3: Digital marketing needs a "new school". *Christoph Oggenfuss, Front Office Architect, CE-Owner markITing ag Zurich (www.markiting.ch)