8 things every marketing technologist should know


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The term “marketing technologist” is sometimes broadly interpreted as anyone who wields technology in the marketing domain. However, since everyone in marketing should be doing that to some degree these days, it makes sense to distinguish what a marketing technologist does above and beyond that.

I’ve drafted a set of skills and knowledge that I propose delineate a marketing technologist:

Marketing Technologist Expertise

In the inner ring are eight areas of expertise that I think every marketing technologist should be familiar with — and proficient or expert in at least two or three of them:

  • Data & Analytics — management, measurement and manipulation of the fuel of digital marketing
  • Marketing Applications — configuration, operation, and integration of marketing software
  • Advertising Networks — managing and optimizing the complete digital advertising ecosystem
  • Social & Mobile Platforms — Facebook, Twitter, LinkedIn, etc. and their tools and APIs
  • Content Marketing — navigating the entire lifecycle of content marketing, especially SEO
  • Web Mechanics — a clear and thorough understanding of the web and browser platforms
  • Software Programming — how to speak, read and write the lingua franca of technology
  • IT Operations — independently leveraging cloud computing and a strong liaison with IT

Different marketing technologists will combine different strengths. For instance, a web developer working in marketing might specialize in software programming, web mechanics, and IT operations. A data scientist might focus primarily on data & analytics, IT operations, and marketing applications. An SEO expert would logically master content marketing, web mechanics, and data & analytics.

From these core areas of knowledge, we can extrapolate more specific capabilities (the outer ring), along with a few links to get you started with any you’re not familiar with:

This list isn’t comprehensive, but I think it covers the “common ground” of many marketing technologists. Depending on your business, you might also leverage technical depth with e-commerce platforms, transaction processing, industry technical standards, integrated product technologies such as RFID, etc.

What would you add to this list?

Of course, technology is just a tooldon’t forget the marketing in making marketing technology sing!

Republished with author's permission from original post.

Scott Brinker
Scott Brinker is the president & CTO of ion interactive, a leading provider of post-click marketing software and services. He writes the Conversion Science column on Search Engine Land and frequently speaks at industry events such as SMX, Pubcon and Search Insider Summit. He chairs the marketing track at the Semantic Technology Conference. He also writes a blog on marketing technology, Chief Marketing Technologist.


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