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  • Writer's pictureStanton Willins

Where Have All the Marketing Technologists Gone?

Hello!!! Is there anyone out there?

Despite the evident practicality of marketing technologists, the scarcity of this role in the workforce is confounding. The vast marketing technology landscape has rapidly evolved over the past two decades, but why hasn’t the supply of qualified marketing technologists kept pace? Furthermore, finding a young marketing technologist is as probable as finding someone who actually prefers orange Starburst as their favorite flavor. Yuck, and good luck with that!

Marketing technologists are skilled professionals who serve as a crucial link between marketing and technology, combining their expertise in marketing strategies with industry technologies to enhance marketing outcomes.

Being the consultants that we naturally are, we contemplated the underlying reasons contributing to this talent shortage. We arrived at three contributing factors:

  1. Corporate America's Slow Adaptation: The organizational structures of most medium-to-large corporations lack adequate provisions for marketing technologists. As a result, informal "shadow IT" groups have emerged within some Marketing umbrellas to fulfill specific technology needs. However, this ad hoc approach deprives these individuals of a formally defined career path for growth and development which can easily prevent them from pursuing their talents in this field.

  2. Lack of Formal Education: Surprisingly, few higher education institutions offer clear and dedicated Marketing Technology degree or certification programs. While some may tout Management Information Systems (MIS) degrees, those tend to prioritize teaching IT professionals interpersonal skills rather than honing their marketing expertise.

  3. The Fusion of Art and Science: Excelling as a marketing technologist demands a unique blend of detail-oriented analytical skills and creative, outside-the-box thinking. It necessitates a harmonious union of left-brain and right-brain capabilities, which can be challenging for many individuals. While true 50/50 (left/right) usage is rare, working with someone who has a 65/35 split, in either direction, would be a welcomed treat.

As businesses increasingly recognize the pivotal role of technology in marketing, the demand for marketing technologists will undoubtedly continue to rise. Formally addressing these scarcity factors in the workforce will become paramount for organizations to maintain competitiveness in the market. Embracing marketing technologists and providing them with the necessary recognition, education, and growth opportunities will undoubtedly help prevent the marketing technologist from further becoming an endangered species.


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