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It’s extraordinary how much of an important role website tags play in the efficiency and success of digital marketing.
A digital marketer’s first responsibility is to understand their customers’ experience so that they can improve upon it. Therefore it’s vital that detailed information on behaviours, platforms, channels and technologies are captured.
PPC is complicated.
There are dozens of interrelated on- and off-site metrics. There are hidden factors like Quality Score and competitor activity.
There are unquantifiable, fuzzy influences like user intent and ad quality. And everything varies by time, device, demographic and location.
'Learn to code'. Now there’s a phrase that’s been a regular feature on many people’s recent New Year resolutions lists.
A quick check of Google Trends will tell you people started getting interested in late 2008, but it’s really caught on in 2013.
It’s been particularly picked up in the digital marketing community, and quite rightly. A fundamental understanding of the backend workings of digital properties is invaluable knowledge for any digital media or marketing professional.
So firstly, to clear up any confusion, I by no means want to discourage anyone looking to learn, or to be negative about the subject at all. I just want to call for some clarity on what 'learning to code' really means.
It's no use letting your ignorance, laziness, or even shame, stand in the way of learning to code. I possessed all three in abundance, until this week I took myself along to a Coding for Digital Professionals course (shock horror, it's run by Econsultancy in London).
The stuff I learned, and the geocities-eat-your-heart-out website I created, got me thinking about all the points in a marketer's life where coding knowledge comes in handy.
I'll start with some simple tech info, but read on if you want to see the website I built.
Technology is one of the twelve core elements of the Modern Marketing Manifesto formulated by Marketing Week and Econsultancy.
We propose that to be a modern marketer you must be comfortable and adept at procuring and using technology to its best advantage. We believe modern marketers will have increasing ownership of technology.
But it isn’t just about the technology solutions or platforms. It is becoming increasingly important that marketers, and certainly digital marketers, have a good grasp of technology fundamentals to be most effective in their jobs.
Having a better technology understanding allows us to understand the ‘art of the possible’ and give us ideas, it helps us work more productively with colleagues in technology teams.