Obama's CTO says marketers will drive the future of technology

Harper Reed, the mastermind behind the social campaign to re-elect Barack Obama in 2012, has claimed marketers will be the key drivers of technology across the business world.

Speaking ahead of the Direct Marketing Association’s Technology Summit later this month, Reed said there is no longer an excuse for marketers not to not be savvy with technology. 

‘We need to ensure that markers know a lot about technology as marketers and CTO’s are going to be the drivers, working together. A lot of the budget from technology will be coming from marketing so it is important to educate yourself so you can make the right decisions," he added.

He also urged marketers to embrace micro-listening to better connect with consumers, saying, "A lot of the time marketing is very one sided and [marketers] are telling people, we need to listen more".

Reed, who was Chief Technology Officer, Obama for America 2012, built one of the most sophisticated databases in marketing history. A unified computer database that gathered and refined information on millions of committed and potential Obama voters through fusing information from their social networks with real world data.

Three lessons for marketers from the Obama campaign


1. Always listen to your audience a lot of times marketing is very one sided we are telling people and we need to listen more.

2. Metrics drive everything; we had a saying on the campaign if there is not a metric it does not exist. Every single thing we are doing has to be driven by metrics.

3. There is a lot of power that marketers have and in the future they are going to be the drivers of technology. So they must educate themselves.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer