Posts tagged "Travis Wright"

Summit Insider: Travis Wright on Marketing Technology Stacks, CMTOs, Awesomeization and Reinvention

Earlier today, we introduced this year’s Summit Insiders. Summit Insiders is a collection of marketing experts whom we’ve invited to join us on the ground at Summit to share their insights, observations and experience via social media, blogging and other digital outlets. We sat down with Travis Wright, one of our Insiders to talk about marketing, reinvention (the theme of this year’s Summit) and more. Here’s what Travis had to say:

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Throughout your career you’ve had a great deal of diverse experience. How do you think this has helped you continuously reinvent yourself?
Reinvention is critical in this space. When I started in the mid-90s, I was selling yellow page ads with GTE, which later became Verizon. I learned early on that most businesses didn’t “get” the Internet yet. So, if you were in Kansas City and were a plumber, you’d better register KCPlumber.com or something similar. SEO was something I figured out intuitively before Google was even invented. I’ve always made a point of figuring out what is coming next and positioning myself in that sweet spot.

Then paid search came along with Goto.com and Overture, and I needed to gain a grasp on this for my clients. So I kept learning and optimizing my knowledgebase. Social media came along in the early 2000s, and I even did a few marketing experiments on Friendster! Remember them? Then mobile marketing came along and now we have marketing technology stacks.

So, the theme of my reinvention is always looking forward, understanding where the market is heading, and gaining the necessary knowledge and skill sets to be effective in both the current landscape and the next frontier of marketing.

How do you see the digital marketing industry evolving in the next five years?
This is something that I’ve spent a wealth of time thinking about what’s coming in the next 3-5 year. In 2012, Gartner said, “The CMO is going to have larger budgets than I.T. moving forward in 2017.” Thus, I think the buzz phrase for 2015 and beyond is the “Marketing Technology Stack”. Some companies are getting it now, but I believe it will become more mainstream in the next 2-3 years.

If you’ve seen the Marketing Technology Landscape by Scott Brinker, you know that this is a crowded space. One that is inevitably confusing for many old-school marketers. So, I’ve positioned my company MediaThinkLabs as a Chief Marketing Technology Officer and consult with businesses on how they should arrange their marketing stack. What does the perfect marketing stack look like for your brand or your industry? This is what brand marketers should be considering today.

To start off any marketing stack, you should use some tag management solution – whatever you choose, you need to have a system in place to manage, deploy, and benefit from all of your marketing tags. It’s just too time consuming to place tags on 1000s of pages manually, and quite frankly there is no need to do that with enterprise level tools available.

Aside from the tag management subcategory of the marketing middleware category, you have infrastructure needs, marketing backbone platforms, marketing operations, marketing experiences, Internet, and cloud-based technologies to consider.

Being an enterprise marketer these days can be tough and confusing!

What skills do you think are going to be imperative for digital marketers to have in the future?
You have to become more data-driven. Gone are the days of fluff marketing. If you don’t know the numbers, and have metrics and analytics behind your efforts, then someone who does will soon be replacing you. This should frighten you into action. If not, enjoy retirement.

What is the best career advice you’ve received?
Never stop learning. In this industry, if I had stopped learning after college, I’d now be obsolete. In fact, I’d be as obsolete as that rotary home phone with the long cord that my mom would use to talk around the house. If you don’t continue learning in this marketing space… you are a rotary phone.

What’s one of the most common digital marketing challenges that you’re seeing from companies that you’re working with?
Optimizing optimization, or as I like to joke, “Awesomeization.” Getting a grasp on all of the data and metrics. How do you manage, own, collect, and act on all of your online, offline, and offsite data sources? What does it all mean? How can you learn more about your customers? How can you create context-aware content based on the visitors who come to your site? If you understand the marketing technology space, the answers are clear. If you do not… then you may need some help.

More about Travis Wright
Travis is a Venture Catalyst, Keynote Speaker, CMTO, Stand-Up Comic, Marketing Technology Entrepreneur, Data & Analytics Geek, Tech Journalist, and Growth Hacker. The former Global Social Media Strategist at Symantec, Wright has strategized marketing for hundreds of B2B & B2C business websites, from start-ups and mid-size businesses to Fortune 50 companies. With his consulting company, MediaThinkLabs, Wright travels throughout the country assisting company executives plan, optimize, integrate and execute successful digital media strategies. Wright’s tech podcast, Social Brands and Influencers, is hosted weekly on Technorati.

His blog is TravisWright.com. You can find him on Twitter @teedubya.

Summit Insiders: Four people you should get to know before Adobe Summit

SummitInsiders

This is part one of a five part series introducing the Summit Insiders. Stay tuned this week as we share our Q&A with each of these marketers.

We believe Adobe Summit plays a big role in establishing the narrative and standard for marketers everywhere. That’s why each year we gather the industry’s top innovators, luminaries and experts in every discipline to discuss how marketers can take advantage of every opportunity. It is an experience to be shared and talked about — not just for those attending the event in-person, but all those in the marketing community. So, as an effort to help fuel the conversation as well as provide a second screen experience for those on the ground, three years ago we something called Summit Insiders.

Summit Insiders is a collection of marketing experts whom we invite to join us on the ground at Summit to share their insights, observations and experience via social media, blogging and other digital outlets. These industry mavens — all representing different marketing disciplines — are invited because of their industry expertise, strong voice, and ability to provide a unique brand of insight.

This year’s Insiders are:

Travis Wright
Travis is a Venture Catalyst, Keynote Speaker, CMTO, Stand-Up Comic, Marketing Technology Entrepreneur, Data & Analytics Geek, Tech Journalist, and Growth Hacker. The former Global Social Media Strategist at Symantec, Wright has strategized marketing for hundreds of B2B & B2C business websites, from start-ups and mid-size businesses to Fortune 50 companies. With his consulting company, MediaThinkLabs, Wright travels throughout the country assisting company executives plan, optimize, integrate and execute successful digital media strategies. Wright’s tech podcast, Social Brands and Influencers, is hosted weekly on Technorati.

His blog is TravisWright.com. You can find him on Twitter @teedubya.

Toby Bloomberg
Toby Bloomberg is recognized for her expertise in combining social media with traditional marketing values (strategy, customer insights, segmentation) while maintaining digital conversation authenticity.  Her adventures in social media began in 2004 with the launch of her award winning blog Diva Marketing. She has worked with Fortune 100 brands and small business in both B2B, B2C, as well as, nonprofits.  Most recently Toby held the position of director of social media integration for Cox Digital Media where she supported a portfolio of over 70 TV, radio and newspapers properties in using social media as a catalyst to build stronger brand-to-audience relationships.

You can follow Toby on Twitter at @TobyDiva, or read her blog at bloombergmarketing.blogs.com/

Michele Kiss
Michele Kiss is a recognized digital analytics leader, with expertise ranging across web, mobile, marketing and social analytics. She is currently a Partner at Web Analytics Demystified, the leading global digital analytics consulting firm, responsible for their analysis and analyst mentoring practice. Michele is the winner of the Digital Analytics Association “Rising Star” award (2011) and “Practitioner of the Year” award (2013.) She is a frequent blogger, writer, podcast contributor and speaker.

You can read her thoughts at http://michele.webanalyticsdemystified.com, or on Twitter as@michelejkiss.

Elisabeth Osmeloski
Elisabeth Osmeloski is Director of Audience Development for Search Engine Land and Marketing Land, two of the leading trade publications in the digital marketing space. She is responsible for increasing readership through owned, earned and paid media channels. In addition, she assists in programming sessions at Third Door Media’s Search Marketing Expo conference series and manages speaking engagements for editorial staff.

Elisabeth is also co-founder and President of SLCSEM.org - Utah’s professional association for online marketers, dedicated to educating marketers on best practices for SEO, SEM, social media marketing and related disciplines, providing networking opportunities for digital marketers in Utah.

She holds a B.A. in Marketing from the Isenberg School of Management at the University of Massachusetts-Amherst. She has nearly 15 years of agency and brand marketing/PR experience; her areas of expertise include adventure travel services, destination and tourism marketing, outdoor recreation and action sports, as well as luxury- and lifestyle-focused brands. She also spent several years as the Skiing Editor for About.com, and still enjoys writing as an active travel journalist whenever possible.

You can follow Elisabeth on Twitter @elisabethos, and read her latest articles on SearchEngineLand.com.

We sat down with each one of our Insiders to talk about marketing, reinvention (the theme of this year’s Summit) and more. Over the next couple of days, we’ll share hear what each Insider had to say, and invite you to get to know them a little bit better. In the meantime, all are worth following via social media and via their blogs.