The Rise of the Marketing Technologist


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.


7 thoughts on “The Rise of the Marketing Technologist

  1. This is a really interesting article, but for me raises a bigger point than that of the rise of another specialist discipline. I think the true way to creating value for your role (to both the individual and the organisation you work for) is through training yourself through multiple specialist areas. I am not suggesting anyone needs to be everything to all, but there is no way a social media expert can be an expert without understanding data, likewise a data expert cannot be an expert unless he/she understands systems and tech and you can be an awesome analyst but without understanding of human behaviour and the fundamental principles of marketing and communication you have a very limited value.

    Many of the issues in our industry have been created through ever more confusing “specialist” terminology. I have sat through meetings between agencies, clients and suppliers where everyone is arguing but essentially saying exactly the same thing just in different languages. My advice for anyone in a specialist role is that if you want to avoid being “that lonely guy in the corner that does clever stuff” swap jobs with others for a day, a week, a month get to understand what everyone does and and the language they use, share your knowledge and let them share theirs; above all ensure you understand the fundamentals of marketing!

  2. Hopefully social media marketing and marketing technologist roles will intersect and collaborate. Two very important dimensions of the new marketing. Good advice for cross-pollinating those skills. The phrase “marketing technopologist” = marketing + technology + anthropology has a certain ring to it.

    • I like the phrase technopologist! Anthropology seems to be a really hot topic at the moment, particular, as more and more behavioural agencies pop up within marketing….. I will get a blog contribution on this topic…. Thanks Scott

  3. Pingback: Turning Human Understanding into a Business Advantage | ADMA Blog

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