Scott Brinker: Marketing is now customer experience’s champion

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Perhaps you noticed it, too.

At our most recent MarTech Conference, there seemed to be a transformation percolating throughout the sessions and presentations.

After several false starts in previous years, it seemed to me that “marketing” is now clearly becoming something bigger.

Marketing, of course, has grown way beyond websites, emails and ads. It’s now augmented and virtual reality, intelligent voice agents and messaging bots, the Internet of Things’s environmental sensing, and the insight and cognition available through artificial intelligence.

In many ways, it seemed to me, marketing is looking, sounding and feeling less like its traditional role of “demand generation” and more like “experience management.”

To test my sense, I went to the Chief Martech, Scott Brinker.

Brinker, who recently joined HubSpot as VP of platform ecosystem, is the conference chair of the MarTech Conference and author of the famously complicated marketing landscape. He has recently written about “a grand view of martech” in a Martech Manifesto.

“I think you’re right on,” he told me.

[Read the full article on MarTech Today.]


About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


 

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