In 2011, data science and marketing technologists’ jobs rose in numbers similar to the throng of Social Media marketing positions that appeared out of nowhere a few years ago. The demand for data knowledge is now becoming greater than the supply for the foreseeable future.
Therefore will the Social Media specialist become less important? Social Media marketers can make themselves more valuable and relevant by learning light weight data science basics and developing clever, data-driven campaigns. Marketers are still trying to get their head around digital data and the Social Media Marketer certainly has a role to play in deciphering it.
So what role does the marketing technologist have to play? In the past few years, marketing has been flooded with new and ever-evolving marketing technologies.
Marketing technology however isn’t just software you buy; it’s also software you create. Digital marketing has grown far beyond the website. As marketers, we now manage a vast maze that includes landing pages, microsites, Social Media outposts, mobile apps, dynamic ads and more.
One of the reasons it’s getting harder is because of the growing number of technology that decision makers have to sift through. A few years ago there were just a handful of choices — which CRM to use, which web analytics provider to choose from etc. Marketers have the vision, motivation and accountability — but often lack the technical depth. The IT department has plenty of technical depth, but different incentives. Either way, marketing must control its technological destiny and that’s where the rise of the marketing technologist will come into play – the fusion of the technical and creative.
For all of us marketers, the newfound fame of data science should, regardless, be considered as an opportunity.
Whatever happens in 2012, one thing’s for sure… Anything that can be data-driven – will be, and we as marketers must embrace it.