It was in the second year of my undergraduate program when I realized my passion for Marketing while planning and promoting a College festival. Since then, marketing has been my passion and profession. Getting trained as a marketer is the best decision of my life.
The one aspect of marketing that has been my mantra since my early days of MBA program is its centricity around customers and their needs.
The joy I get when I see a product/service/solution being accepted by the market (aka relevant target audience) and the subsequent quantitative and qualitative benefits to the organization is immeasurable. It is a true testament of the rigor that we marketers go through the entire process of understanding the customers’ needs, creating the right solution and delivering it to them in the right way.
Needless to say, with the advent of digitization, consumers today have a plethora of devices, channels, touchpoints at their disposal. This in combination with so many choices and options, low attention span and the dynamic and demanding markets that we serve, makes marketing challenging and interesting.
So, now we have a lot of variables to play with.
With so much data available today, if utilized strategically is the most powerful weapon for organizations. The question is how do we use this data to understand:
- Who our relevant audience is
- What channels are most effective
- Which content delivers best results
- How historical campaigns and initiatives have performed
- How is marketing contributing to revenue
- Which processes are most useful and where are the gaps
- How do we best leverage technology to action this data
This is where my role as a Marketing Technologist comes in. I get to be a part of this closed loop journey of a marketing organization.
With a unique set of marketing and technical skills, I act as the interface between business and technology. I would summarize it as:
- Understanding marketing teams’ needs and translating them into functional requirements from a technology, process and training perspective. Some common themes that come to mind are lead management, campaign execution, response management, funnel management, intelligence gathering and visibility, measurement and so on.
- Understanding the capabilities of the technologies and leveraging them to deliver business needs (tailor campaigns, processes, integrations, segmentation, reporting etc) most effectively and efficiently.
If you look at the components of this circle of marketing, each has its own set of tools, business and technical processes, users, KPIs and a strong interdependency with the others in the loop. Now, add to it the dynamics of tighter sales and marketing alignment. We are now talking about intertwined sales and marketing stacks. As companies evolve, the complexity of integrating and consolidating business unit/functional journeys and realizing benefits for both customers and organizations will increase manifold. This will make the role of marketing technologists all the more critical.
Today’s customer experience is strongly dependent on an infrastructure that technologists create, support and scale to meet organizational objectives.
As a marketing technologist, I am proud to be part of an organization’s mission to create and deliver a world-class customer experience.