The Rise of the Chief Marketing Technologist
Marketing is increasingly becoming an integral part of IT, so much so that boundaries between the two fields are blurring, to say the least. Marketing techniques, particularly pertaining to digital marketing ones, require a great deal of utilizing tech tools and equipment to leverage marketing efforts. All anticipated marketing trends, such as data analytics, marketing automation, internet of things, and augmented reality, will require the marketers to have considerable technical and information technology expertise – which they can get from a Chief Marketing Technologist.
A 2012 report from IT analyst firm, Gartner, outlined how CMOs will outweigh technology spending than CIOs by 2017. However, with the fusion of marketing with technology on the rise, there is little evidence to suggest how this prediction may come to fruition. In this blog post, we will explore who the CMT is and how will they affect firms in the future.
Who is a Chief Marketing Technologist (CMT)?
Essentially, a CMT is a hybrid role of a CMO and a CIO, one who is an experienced marketer, but also has deep knowledge of analytics data, marketing automation tools, algorithms, mobile and social media tools, among other things.
The merging of the two roles will positively affect firms in their corporate culturing and hiring practices, and will no longer face the problem of coordinating with IT and marketing departments at every turn of the brand activity.
“Marketing as an enterprise function has been taking a leading role in the implementation of new technologies that help customers connect with businesses,” according to OpenText CMO, Adam Howatson. “I think it is safe to say that CMOs who ignore technology won’t be CMOs for much longer. Marketing technology will be a defining factor in how an enterprise communicates with its customers.”
Importance of the Chief Marketing Technologist role
The revelation of the CMT role should not be taken as something that is distant or something that is only relevant for highly established organizations. The evolution of the CIO or CMO role, however you put it, into a CMT role is a natural response to the interconnectivity of marketing and IT roles. Organizations that recognize this development and change their hiring, training, and promotion policies will benefit themselves in the long run.
Having a CMT role implies that an organizations’ IT and marketing functions will be synchronized, allowing it to reap immense benefits by considering the marketing implications of their current and future IT tools and processes. The growth of Big Data analytics alone is a sufficient reason for a CMT to show their potential and be able to extract useful insights from petabytes of data. The CMT will be able to critically analyze the implications of the data and be able to translate numerical information into a lucrative marketing gap; something that a traditional CIO or CMO may not be able to do.
If firms are not on board with this development, then they will fail to leverage marketing tactics with the latest technologies and become incapable of retaining brand-loyal customers. As a result, the rivals that utilize the best of information technology and marketing will entice customers and take a larger share of the market.