Samantha Paxson is Chief Marketing & Experience Officer at CO-OP Financial Services. With such a job title, it was fitting that she recently posted on a Forbes blog a brief article describing a new role that is beginning to appear in the canniest companies — Chief Marketing Technologist. “The idea of a chief marketing technologist… fulfills the need for someone who understands the needs of marketing but also the capabilities and limitations of IT — and someone who keeps an eye on new technology possibilities, such as social media trends or app capabilities.”
That sounds a lot like the responsibilities of what we have traditionally called a systems analyst, but Paxson is talking about a C-suite job: “A CMT has to understand the goals of a marketing initiative as well as the capabilities and budget of the IT department.”
Marketing has changed dramatically in the past two decades, and Paxson’s post lists five important areas where marketing and technology overlap:
- digital engagement
- content management
- new initiatives
As Paxson’s own job title implies, marketing is no longer just about finding an audience and sending them a message. It’s about controlling the way people experience your business. You do that to a small extent with traditional marketing messages, but most of your impact is with content marketing, social media presence, and the nature of your product or service, as well as the way you support it. Technology is now such an integral part of the customer (and prospect) experience that it is making a new discipline of marketing technology.
Because we all turn to the web to answer our questions, there has been an explosion of content marketing: blogs, podcasts, email newsletters, and white papers that create a presence on the web for your product or service. And mobile apps are part of the customer experience as well. The customer’s pocket can be an ideal location for a marketing presence. Traditional marketers are likely to see content marketing and mobile apps as opportunities to “broadcast” traditional marketing messages. That’s a mistake. When the customer experience is a nuisance, customers will avoid it. Modern marketing is about becoming a useful part of people’s lives.
As a marketer, you need to know what it takes to make your content findable, and you need to learn the techniques for making it rise higher in the search rankings. You need to understand the rules and customs of social media. You need to learn how to get other sites to link to yours. You need to understand how apps can enrich people’s lives. You need, in other words, to learn digital marketing.
If this sounds like a direction you’d like to take your company (or your career), there is a link to a free diagnostic test of an individual’s digital marketing skills on this page. The test was developed by our partner, Digital Marketing Institute.
With the cooperation of Digital Marketing Institute, Logical Operations now offers professional training and certifications in digital marketing. These globally industry validated qualifications, in conjunction with our Google AdWords and Google Analytics curriculum, provide the latest skills and knowledge in digital marketing available. They are a good first step for someone who aspires to the role CMT.