Marketing technology positions are in demand.
A recent news release from The Creative Group provides information on upcoming hiring expectations for marketing and advertising executives. While the report doesn’t use the term “marketing technology” it does offer evidence that marketing technologists are growing in demand. There is a quote in the release from Donna Farrugia, Executive Director, “Hiring managers at organizations of all sizes and in every industry seek professionals who can help develop and execute digital campaigns, and cultivate online communities.” Additionally, the report says 51 percent of marketing and advertising executives think it is difficult to find skilled creative professionals.
Is this a wake up call for traditional marketers?
Traditional marketing strategy around broadcast advertisements that use one way brand communications are becoming tougher and tougher to justify. I bet many marketers could prove through their tracking that it’s also becoming less effective. Notice in the quote from Farrugia the phrase “cultivate online communities”. Marketing and advertising agencies are looking for digital marketers that can create two way communications and connect brands with audiences in more meaningful ways. That frames one of the primary purposes of a marketing technologist; use technology to connect business with customers.
“It’s not about the ads, it’s about the marketing.”
Mitch Joel discusses the problem marketers face with ads on his blog with thoughts about just how many ads are displayed in our tech driven world today. Facebook is developing new ways to serve ads. Google search results are filling with more ads. Media publications use ads above the fold or before the video clip. Marketers are challenged not only to target the right audience but keeping that audience engaged in activities and conversations.
I think that maps back perfectly to the findings from The Creative Group. Today’s marketer needs to be creative and tech savvy as well. It’s not easy cultivating online communities. Two-way marketing creates dialogue and it fosters word-of-mouth marketing. This is more than advertising. This is more than brand messaging. This is part of the transforming world of marketing.