![]() They should facilitate greater collaboration between the two departments. Marketing technologists can, on paper, be based in either IT or marketing. I think it’s worth emphasizing that this is not about marketing replacing IT, or marketing going rogue. Rethinking how a company will engage its audience and across what channels-that’s a far more daunting challenge than the technical infrastructure to execute on that vision. I think the confusion and complexity and fear that people associate with navigating the marketing-tech ecosystem is really a proxy for their struggle with how to make sense of the new marketing environment. The last decision is what channels and technology to use. Then they need to create the organizational structures and build capabilities to support them. Companies need to develop their strategies and objectives based on clear insights about both of these areas. ![]() Putting in place effective marketing technology really all starts with understanding how the consumer is changing, which channels are experiencing growth, and why. I like to think of a marketing technologist as someone who is a bridge between the consumer experience and marketing operations. And in a world of greater intersections between disciplines and functions-and the need to break out of legacy organizational silos-such roles really facilitate change. They’re hybrids, who speak both marketing and IT, and naturally see the connections between them. They help manage the new kinds of technical interfaces that marketing has with agencies and service providers-the API (application programming interface) layer between them. They help nontechnical marketers craft better campaigns, programs, and customer experiences that effectively leverage software and data. They’re passionate about reimagining what marketing can do in a digital world. Good marketing technologists strive to understand the context of the technology. ![]() This isn’t just about embedding IT services within marketing, though. A marketing technologist is a technically skilled person who designs and operates technology solutions in the service of marketing. Scott: Marketing has fundamentally become a technology-powered discipline, and it’s leading to the rise of new kinds of marketing professionals. What it means to be a marketing technologist today Scott Brinker, Co-founder & CTO of ion interactive, and Jason Heller, global leader of McKinsey’s Marketing Operations service line, discuss what marketing technology means in today’s business environment, and how companies can use it.
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