According to research conducted by Forrester, there will be a greater than 300% increase in investment in artificial intelligence in 2017 compared with 2016.
But, why is this important? Who will be driving the spend behind these investments?
Simultaneous to the increase in spend, is the emergence of the Marketing Technologist.
But, what is a Marketing Technologist?
A marketing technologist (in most cases), is a role in a business or marketing team that is responsible for the adoption of emerging technologies such as artificial intelligence, machine learning, and more.
Interesting, eh? We thought so too.
So, we reached out to 1000 of Marketing Technologists in North America to figure out exactly how and what their roles entail.
The results are not exactly what you'd expect.
There is a shift in the structure of business companies as technology savvy marketers are becoming essential to scale.
So why are Marketing Technologists so valuable to marketing teams?
Although this role has only grown in popularity in recent years, 63% of responders have been in their role for 5 or more years.
As the bridge between Marketing and IT, they continue to play a pivotal role in ensuring businesses are using cutting edge, scalable technologies.
Interestingly enough, marketing technologists mostly report to Marketing Directors and Vice Presidents.
This reinforces the influence that this role can have on the direction of the marketing team and their urgency in adopting AI driven technologies.
Of the Marketing Technologists who are analyzing different technologies, we wanted to know which factors really drove the decision making one way or the other.
As you can tell, all of these factors are considered and weighted somewhat equally.
Are Marketing Technologists big spenders?
In some cases, yes. In other cases, definitely. As displayed above, 28.57% of responders spend between $0 - $9,999 on mar-tech in a given month.
However, 25.71% of responders spend over $75,000 in a given month.
Generally, it takes anywhere from 4 - 7 months to implement a new technology, according to 38.89% of responders.
This is not a surprise.
As enterprise level companies try to implement new technologies, it takes to get each business unit accustomed to the use case, trained and on-boarded.
So, how does a Marketing Technologist succeed? How is it measured? What does success look like?
There are 3 major aspects that contribute to success.
- Staying up to date with the relevant marketing technologies being adopted in the industry
- Conveying the benefits and added value the technology can bring in a clear and concise way
- Showcasing how the integration or adoption of new technology can enhance the company's effectiveness and ability to achieve their KPIs
Among other things, these attributes are key to having success in this role.
But, is there really an impact?
A Marketing Technologist is a key player in companies or marketing teams that want to stay ahead of the industry curve.
Thinking of implementing one on your team?
Here is a brief outline of how they could impact your organization:
- Owns all marketing software, CRMs, analytics tools within the company
- Maximize the marketing budget with a measurable ROI
- Increases the revenue and reduces the cost by implementing scalable new technologies
As the role increases in popularity, how will it evolve in 2019 and beyond?
Although this is an assumption, it is likely that the spend or budget allocated to cutting edge, new marketing technologies will continue to increase steadily.
Furthermore, as automation continues to improve, so will the user experience.
Integrations will become effortless, more seamless, and easier to implement.
So, what's next?
Let's continue to follow with the rise of AI and the emergence of the Marketing Technologist.