Article

Mike Owen
Mike Owen 21 April 2016

Call For The Marketing Technologist

Marketing, as a discipline, is rapidly changing to keep abreast of the amount of data and new technologies currently driving marketing decisions and operations within the organization. Scott Brinker of Ion Interactive, in a recent report , categorized over 3,500 vendors in the Marketing Technology field, each with some form of specialism.

Neil Perkin of Only Dead Fish states ‘Marketing is being driven by technology’ and the biggest challenge is how to organize and optimize these technologies to deliver competitive advantage.

The rise of the Chief Marketing Technologist

There have been calls for a new type of marketer to come to the fore to handle the number of technologies and lack of knowledge in this area.

Scott Brinker and Laura McLellan (Gartner) in a paper for the Harvard Business review suggest this new type of Marketer should sit between CIO, CMO, vendors and the broader marketing team and be called the Chief Marketing Technologist.

Bridging the gap between IT and Marketing

In companies, CIOs generally look after the technological side however CMOs are also often being empowered to choose the technology stack.

In a recent survey by cio.com , 33% of respondent CIOs said marketing had a budget to find technology investments and while CIOs wanted to work more closely with CMOs, only 51% do so. The case therefore for a Chief Marketing Technologist to bridge the gap between CMOs and CIOs seems ever more important.

The role however, may be undersold. Many companies are pinning their future hopes on the Chief Marketing Technologist to create the seeds of change and to capitalize on new digital transformation to maximize marketing technology.

Agile Marketing

For many it is hoped this role will ensure a change in the culture, get senior executive commitment from top-down and instill change from the bottom-up. Their remit will need bring in new skills and training as necessary to drive more agile marketing.

The Chief Marketing technologist will need to cross-pollinate IT and Marketing to shape a new DNA to make data-informed and more effective decisions. Some companies are already adopting these practices. For example Digital Labs build change of culture and innovation in small tight–knit teams, which can then be exposed to the larger organization. Some hold regular meetings of functional teams from across the company to sow the seeds of change.

For this to happen and be sustainable needs to have the right people, processes and technology in place to enable frequency of execution, quick feedback loops and transparency.

New types of technologies

The right solutions also need to be in place whether it be by integration capability or automation of processes to build efficiencies in the marketing operation process.

censhare helps corporate departments break out of their functional silos and enable cross department and agency collaboration. Through the platform, more efficient processes, better project planning and greater integrated marketing operations can allow Marketing Technologists the leading edge to be faster to market with greater ROI.

censhare are sponsors of the Marketing Technologist Forum 4th May at America Square Conference Centre, London. Ikea Communications' Björn Zitting is presenting how censhare helped to bring speed and quality to IKEA’s production environment.

Original Article

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

As financial services and insurance (FSI) companies strive to deliver the seamless multi-channel customer experience, the traditional marketing model has been radically reimagined. Innovative institutions are showing how cross-functional teams focusing on the customer journey can work to develop a single view of the customer – an approach that can bring tangible rewards. Yet research shows that large institutions still have some way to go in maximising the return on their investment in this area.

Aoife McIlraith
Aoife McIlraith 18 September 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
10 Marketing Lessons From Apple [Infographic]

10 Marketing Lessons From Apple [Infographic]

The 10-year-old kid, selling ice cold fresh lemonade on the street corner in your local neighbourhood had it right. He or she may not have realized it but the simple marketing strategy that they accidentally and innocently came up with works perfectly on the people strolling by on their daily walk.

Ellie Summers
Ellie Summers 19 September 2017
Read more
Infographic - The Best Times and Days to Post to Social Media

Infographic - The Best Times and Days to Post to Social Media

With the social media landscape changing literally every single day, it's become a full-time job for social media managers to merely stay up-to-date on emerging and shifting trends and best practices. It's tedious, time-consuming, detail-oriented, and, quite frankly, a bit of a headache. But thanks to this new infographic, some guessing can be taken out of social media management.

Will Price
Will Price 21 September 2017
Read more