In a digital marketing world, automation software is the main means of engaging prospects and
customers. A marketing team’s choice of software and how to confiure and operate it, along with how
creatively the team applies it, greatly affects how your company inflences its audience and how the
audience perceives your company.
As digital marketing evolves the importance of mastering those capabilities grows. As such we’re
beginning to see the rise of marketing technologists within companies of all sizes. The online marketing
world encompasses many elements. This requires strategy, understanding, and the skills to leverage
online marketing tools cohesively. A marketing technologist is a hybrid of someone who understands their
product and their customer, as well as being a tech-savvy marketer.
Scott Briner of Ion Interactive points out that “not every marketer needs to become a marketing
technologist. But having one on your team dramatically improves the leverage that the rest of the
marketing department is able to achieve with technology.