Usually, marketers had to turn to IT to implement the technology for managing these efforts, but they had to wait in line for a solution. Marketers are expert at marketing, not dealing with technology. But times are changing and smart marketers now need a person on their team with technical savvy.
With new technology such as web analytics, CRM, marketing automation, SEO auditing, (and more) marketers need to master their own technology. They need a marketing technologist who can bridge the gap between marketing and IT. This is beneficial to both sides and, obviously, the entire company.
There is a very insightful article that addresses the above issues. Titled, Rise Of The Marketing Technologist, it will provide you with some valuable information about marketing technology. Authored by Scott Brinker, President & CTO of ion interactive, he offers three reasons why marketing must increasingly step up to lead its own technological destiny.
- The first reason is clock speed. The pace at which new marketing initiatives must be conceived, tested and tweaked is blazingly fast. Agile marketing – which is actually derived from agile software development practices – is gaining popularity as a way to manage this accelerated operational tempo.
But since marketing is now dependent on technical capabilities for many of its efforts, bargaining for and scheduling resources from a completely different department quickly becomes a bottleneck to agility.
- The second reason, closely related is budget. IT naturally wants to control its costs. Marketing is cost-conscious too, but may prioritize technology investments different than IT. In pursuit of its objectives, marketing should be free to allocate its budget to technology – as interchangeably as spending it on media, headcount or agencies. But someone on the marketing team needs the skills to manage such tech investments.
- The third reason, perhaps most important, is that the technology itself is arguably now a creative medium. For instance, say you’re using a marketing automation system to drive a drip-marketing email campaign. Knowing what the system is capable of and how to actually implement it – such as dynamically substituting content based on behavioral profiles- expands your creative canvas.
Aside from those three reasons, he discusses the role of the marketing technologist, views and ideas on why it is important for marketing to step up their role in technology.