Marketers: Why You Need To Look Beyond The IT Guys

Marketers: Why You Need To Look Beyond The IT Guys
SHARE
THIS



The use of Technology in marketing is booming, however marketers do not have the skills needed to properly utilise this, argues James Forbes, head of digital and marketing at information management consultancy, InfoReady.

One of the more infamous predictions that Gartner has made in recent years was the off-quoted comment published in 2012 that suggested by 2017 the CMO will spend more on technology than the CIO within an organisation.

The closer we get to 2017 the more that prediction is one worth challenging, but that’s a discussion for another day. What’s pertinent is that even if technology budgets are not shifted wholesale to marketing initiatives and the dynamic between marketing and technology is not changed completely, what’s undeniable is the idea that technology is playing a more significant role in the marketing department.

However, worryingly many marketing teams still lack the right skills to take on this growing accountability.

Relying on IT and marketing to collaborate together effectively within an organisation can be risky, as there are no guarantees that they’ll be speaking the same language when they do. The technology skills that the IT and marketing teams have an interest in are often fundamentally different.

In organisations with a lean IT capability IT’s focus is going to be around ‘keeping the lights on’ for critical business systems, for example keeping servers healthy, managing the organisation’s BYOD policy, running security checks and upgrading devices. They’re not necessarily going to have the capacity or the skills to orchestrate the kind of marketing technology capability that leading marketing organisations demand.

By contracts, leading marketers will be demanding a single view of their customer that enables a real time dialogue across multiple channels, advanced analytics capabilities to predict consumer behaviour and advanced digital skills including SEO, social media and video.

This means IT and marketing are looking for very different technology skillsets when recruiting and developing talent, and for many organisations each team will be left under equipped to respond to the technology demands of the other. Invariably the reality is for organisations to go out and actively recruit people with specific skills in marketing technology.

Some organisations have been aware of this need for years, but the challenge has been how to find the right people where there is a rapidly growing skills shortage. Digital marketing resources provider, Mondo, found that 50 per cent of all marketing hires will have a technical background in 2014. The sharp demand for technology marketing skills has a meant a lot of people are currently training themselves up in these fields to grab their piece of the action. But it has also made talent acquisition expensive with employees knowing the raw demand for these skillsets within the organisation, and the value they’ll bring into the organisation.

For highly commoditised skills, an inexpensive and relatively easy solution can be found in the likes of Freelancer.com, though that comes with the usual caveat emptor warning. The wealth of training and information that is available on effective technology marketing also makes it possible to bring in someone and train them from scratch, though this requires patience on the part of the organisation, and a strong mentor to oversee the development of raw talent.

When it comes to recruiting, the tried and tested strategy of placing an advertisement on a recruitment website or the like is still worthwhile, but there are more proactive means to identify and target talent with specific skills through digital channels. Typically a talented technology marketer will be an experienced user of social media and is likely to be engaged in digital forums, user groups, blogs, networking communities that relate to specific technologies. This is where you are likely to come across the most motivated and skilled advocates for what you’re looking to do within your own organisation.

For those marketers on the leading edge importing skills from overseas is another option. With new technologies emerging at a rapid rate, there’s not always going to be a local support team that you can access. This doesn’t always have to mean sponsoring a foreign national, as there may be the option to place a local returning from a stint overseas.

If you do recruit from overseas, be sure to have a plan to knowledge share and build up the capability of your wider team. It’s an additional investment up-front but there’s little substitute for on-the-job training, and you’ll end up with a competitive advantage in developing skills that are hard to come by locally.

 

Please login with linkedin to comment

Latest News

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.