What's in Store for the Marketing Technologist in 2020?
Chiradeep is a content marketing professional with 8 Years+ experience in corporate communications, marketing content, brand management, and advertising.
Over the course of his tenure, he’s worked on several big-ticket projects, led and trained a variety of teams, and been instrumental in driving delivery quality, timeline adherence, and talent harvesting.
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The martech landscape is fast evolving, and the marketing technologist’s job is becoming more comprehensive. Considering how McDonald’s dropped the CMO title last year in favor of a dedicated SVP marketing technology, we're exploring such moves in martech. Find out what it means for marketing technologists in 2020.
The marketing technologist’s job description is highly dynamic, to say the least! Brands now market and sell their products through a variety of digital channels, requiring new skill sets. On the one hand, you have traditional marketers rapidly upskilling themselves to keep up with the digital world. On the other hand, you have an emerging job description dedicated to marketing technology and its management.
So, what does 2020 hold for professionals in this space? What are the key moves in terms of job requirements and salaries that marketing technologists could expect this year? Let's find out.
Learn More: The Modern Chief Marketing Officer Is Also Chief Change Agent
6 Predictions Marketing Technologists Must Remember in 2020
There’s no denying the central role played by marketing technology for modern brands. From startups that leverage growth marketing to legacy brands using tech to attract a new generation of customers, martech experts are in demand. We looked at the leading commentators and influencers in this space to bring you six exciting predictions. Let’s dive right in.
1. Good news for marketing technologists, as salaries are on the rise
Between 2018 and 2019, ten marketing roles dealing with technology (SEO, PPC, etc.) saw a definite uptick in salaries. For instance, an SEO manager’s average salary increased by $20,000 during this period, based on data collected from Indeed, Glassdoor, PayScale, and LinkedIn in a report by content intelligence platform, Conductor. This trend is likely to continue across 2020.
But it’s also important to remember that skill requirements and salary uptick go hand in hand. The report found that over half of the content marketing jobs analyzed SEO skills as a key eligibility parameter for the first time.
The next prediction indicates a specific skill marketing technologists will need in 2020.
2. Real-time bidding (RTB) will be an essential skill for marketers
2019 saw the widespread implementation of privacy laws such as the GDPR and CCPA. As a result, the usage of cookies on brand websites is declining. Jason Boshoff, COO at Bidtellect, predicts that this will push RTB to the centerstage.
“In a post-cookie world, RTB is key to effective digital marketing,” said Boshoff, writing for TechCrunch . Combined with contextual targeting, it will help marketing technologists drive value from ads, without over-dependence on third-party cookies.
Therefore, marketers will need to be up to date with the knowledge and understanding as well as the skills required to plan and execute RTB for marketing campaigns.
3. B2B marketers will use technology for measurable impact
We have seen B2B marketers using techniques like viral videos and one-off hit campaigns to garner public recognition. While these do improve brand recall, it may not necessarily reflect on the company’s bottom line.
As Tom Stein from Stein IAS put it , “Jurists at Cannes and the D&AD Awards will realize that the social impact stunts that have been winning lots of pencils and lions have more to do with award-winning than they do genuine purpose. The emphasis will return to amazing work that truly moves the needle – commercially, emotionally, and socially.”
This makes analytics a key skill for marketing technologists in 2020. Proper tracking and measuring of all marketing activities become essential to determine ROI and to help demonstrate the impact of various digital channels.
4. The marketing technologists’ job description will become more granular
In 2020, as martech enters a new stage of maturity, the marketing technologists’ job will become more clearly defined. One can even choose specific archetypes that allow martech professionals to understand their role better.
Scott Brinker, VP platform ecosystem at HubSpot, identified four such archetypes applicable today: marketing operations, digital marketing, marketing data scientists, and marketing engineer.
Having a discussion with a colleague about the different archetypes of "marketing technologists" today, and I sketched this rough idea on a napkin. (Well, okay, I actually sketched it in PowerPoint — but it's napkin-level impromtpu.)
— Scott Brinker (@chiefmartec) January 3, 2020
Scott Brinker's Tweet About the Four Archetypes
5. Martech will start to come under the larger enterprise tech umbrella
In many ways, the ownership of marketing technology has always been murky – does it come under the CMO’s ambit of operations? Or should the IT team play a bigger role? This is particularly true for large companies that run multiple campaigns across business units and global offices, spread across various digital channels.
In 2020, marketing technologists can expect to collaborate with their IT counterparts on a deeper level. This will strengthen the technical proficiency behind campaigns.
McDonald’s has already taken a definitive decision in this regard. The company announced that it will not continue the CMO designation, and will instead create a new SVP of marketing technology title operating under the CIO.
6. Marketing technologists will find new ways to plan for the future
Harvard Business Review (HBR) calls this 'overcoming short-termism'. A 2019 survey of 341 industry experts found that marketers spend 68.5% of their time “managing the present” and only 31.5% on long-term planning. “This finding may surprise you given the business and marketing chatter about developing a digital business and navigating technological change to a better future,” said HBR .
“Marketers report using marketing analytics to make decisions only 39.3% of the time. This is too low. Embedding analytics into decision architectures can promote a stronger data-driven approach that is not overly reactive to short-term events and weans marketers away from “gut instincts” that are increasingly out-of-place in our data-driven culture,” according to HBR.
In 2020, martech drivers like data analytics and demonstrated results will help to go beyond the short-term. It will give marketers the insights they need to better plan and optimize outcomes for the future.
Learn More: Why Marketing Technologists Are Stepping Into the Industry’s Limelight
Are All Marketers Poised to Become Marketing Technologists?
From where we stand, the answer seems to be YES. Tech-skills are now an integral part of running a marketing campaign, regardless of whether you are a digital-born or legacy era brand. Consider how the iconic Ogilvy on Advertising came out in a whole new avatar in 2017 called Ogilvy on Advertising in the Digital Age.
In short, there’s no getting away from the incredible potential of martech in 2020. Professionals who hone specific skills like RTB, adapt to structural changes, plan for the long-term, and specialize in their martech niche will stand to win.
Where do you think the role of the marketing technologists is headed in 2020? Tell us in detail on LinkedIn , Facebook , or Twitter . We would love to hear from you!
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