The technological complexity of digital marketing has created a need for a new type of marketing leader, the Chief Marketing Technologist (CMT). Somewhat surprisingly, 70% of companies in the Gartner survey have a CMT; 80% of them report to marketing. As one might expect, the CMT is familiar with marketing techniques and the technologies that underpin them, including marketing software, data, and analytics, social and mobile platforms, digital advertising networks, and website design.
As businesses become more dependent on technology to attract, acquire, and retain customers, they must have digital marketing leadership who knows how to design the customer experience across web, social and mobile, integrate data into the decision-making process, and manage paid and organic search, social, mobile marketing campaigns.
The Bottom Line
The rapid pace of technological innovation will continue to drive the shift to digital marketing. As SMBs struggle to figure out how best to adopt digital, they can glean insight from bigger corporations. Here are a few takeaways:
- Understand the importance of establishing and maintaining a digital presence, which includes a fully optimized business website, active profiles on the relevant social media channels, and a seamless user experience across web, social, and mobile. Make sure you have the appropriate marketing technologies in place to measure results. Apply lessons learned to constantly refine your digital marketing.
- Put together a digital marketing team who is adept at doing all of the above. If you don’t have the internal talent or resources, outsource to a company that specializes in integrated digital marketing.
- Stay in the loop. Keep tracking emerging digital trends, especially those relevant to your target audience. Remain abreast of the latest marketing technologies, analyzing how they can help improve your digital marketing efforts.