Blake Cahill, Head of Global Digital Marketing at Phillips, is unequivocal about the importance of understanding today’s fast-moving mobile and social technologies.
‘As a marketer,’ he says, ‘if you don’t understand those technologies well and how they’re being used by relevant audiences, it’s going to make it incredibly tough for you to do your job well.’
And he’s right. Indeed it’s no surprise that, as technology becomes ever more central to the marketing role, many businesses are now seeing the need for a special kind of professional who can bridge the gap between marketing and IT.
Of course there are already people applying technology principles to marketing under a variety of job descriptions: marketing operations, digital strategy, conversion optimisation, growth hacking and so on.
But it is increasingly clear that we are currently witnessing the emergence of a quite specific new breed among marketing professionals – the marketing technologist.
And it’s significant that most businesses embracing this new trend underline the importance they attach to the role by appointing a formal Chief Marketing Technologist (CMT).