We’re incredibly fortunate to play a role in one of the largest transformations of a profession in the history of modern business: the shift from “old marketing” to “new marketing.” We’ve all heard the big themes of this metamorphosis-speed, agility, testing, transparency, measurement, accountability, customer-centricity, micro-targeting-driven by waves of innovation with the web, search, social media and mobile.
We’re incredibly fortunate to play a role in one of the largest transformations of a profession in the history of modern business: the shift from “old marketing” to “new marketing.” We’ve all heard the big themes of this metamorphosis—speed, agility, testing, transparency, measurement, accountability, customer-centricity, micro-targeting—driven by waves of innovation with the web, search, social media and mobile.
Yet in the frenetic rush of executing in our warp-speed world, it’s easy to lose sight of the significance of the future we’re forging. Every now and again, we should step back for a moment and view the horizon—to fuel our inspiration and to reaffirm our bearings.
In that spirit, I’d like to share with you three thoughts about “the big picture,” rising on the updraft of, among other things, the art and science of conversion optimization.
Marketing As A Technology-Powered Discipline
For pretty much its entire history, marketing has been a non-technical discipline. Sure, marketing piggybacked on new channels, media and tactics as technology produced them. But marketing strategy and management had little concern with the technical details. Over the past 30 years, marketing relied almost entirely on IT and outside vendors for its technology needs.
But that’s changing rapidly. Between the dozens of software applications now used in marketing operations—of which, conversion optimization and landing page management are just one category—combined with the dozens of web, social and mobile platforms used to build creative experiences for global audiences, marketing departments are suddenly up to their necks in technology.
And as you know, as conversion optimization practitioners,you can’t separate the technology from the marketing any more. They’re now symbiotically entwined. Conversion optimization thrives when marketing insights and creative ideas are commingled with the technical savvy to implement and test them, quickly and economically. You can’t divide that across departments without sapping its virility. The same is true for SEO, data-driven advertising, marketing automation and more.
So a new breed of marketing and technology professionals—marketing technologists—are emerging to apply technical and engineering talents natively in the marketing department. In conversion optimization, odds are that you already work with—or are yourself—one of these hybrids. And as these roles become better integrated into the organization, including senior management (seeThe Case for a Chief Marketing Technologist), you’re poised to lead a broader technology-powered marketing movement
- Marketing Automation (digitalassetmanagement.org.uk)
- Demand For Online Marketing On The Rise, Industry Survey Says (digitalassetmanagement.org.uk)
- People Make the Experience, Technology Enhances It (digitalassetmanagement.org.uk)
- Should marketing technology be centralized? (digitalassetmanagement.org.uk)