7 Habits of highly effective Marketing Technologists
You may purchase phone plans with more than enough data to cover things like casual web surfing and streaming the occasional song. But you may not realize that browsing Facebook could be a big hit against your data plan too.
According to Cisco’s online VNI Services Gauge Tool, one hour of browsing through social media can use up 90 megabytes, which is more than twice the amount of data that streaming music uses in the standard “normal” quality per hour.As a marketing and campaign manager, I have aways wondered how great it would have been to have marketing technologists in the team who will share the same passion and understanding of my objectives when I design a marketing campaign.
I have personally observed that most marketing technologists stick to their technical expertise and block their minds off to really understand marketing as a domain. They are too hung up on the software or the tool they are currently working on.
While my challenges to collaborate with the not so like-minded people helped me come up with a hypothesis of an ideal team of marketing technologist and marketing managers, with the right aptitude and attitude in the world of marketing, IT confluence and IBM(i.e Leader of Cognitive Marketing).
While working with many senior marketing technologists who have been extremely effective, I have drawn certain parallels to what they would have done to become what they are. And it comes out that they all had similar habits and seven out of them are most prominent.
1. They get deeper to understand marketing objectives and campaign maps without really bothering about how it can be implemented
For a marketing technologist role, it is important he/she understands the marketing objectives very clearly before even bothering about the software/technology or the tool being used. Once the clarity on the marketing objective is achieved, it becomes that much simpler for the whole team to execute and implement without much iterations and optimization.
2.Their focus is on 70% marketing and 30% technology
When you get the marketing right, you will get the technology right and overall you will meet your business objectives and it can never be the other way round, even if you use the world’s best software, technology or tool like the one which IBM has. If you don’t get the marketing message, audience, time or for that matter marketing fundamentals right, no power of technology can help. Therefore to be a more effective marketing technologist, it is imperative to focus on getting the marketing right before even moving onto how it can be delivered over different platforms.
3. They never say NO to the possibilities of what technology can do
A lot of highly regarded marketing technologists and analysts that I have interacted with over the past few years are the people who will never say “NO” upfront. They will always challenge themselves to figure out the right solution and discover possibilities to design and implement any campaign that they come across. Their confidence in “technology to deliver” is tremendous and their self-confidence in “finding the right solutions” is kind of communicable.
4. They spend a lot of time, efforts, and energy in understanding the target audience
Many would wonder, why it’s important for a technical person to understand the target audience, for all she has to do is deploy the campaign on the tool and set some workflows, create a landing page and schedule the email campaign. However, the team of marketing technologist who spend some time understanding the target audience has delivered a much better open rate, Click through rate and other metrics which matters to them. There are certain optimizations that a marketing technologist does before he delivers a campaign and that is done by the virtue of his past experience or his new understanding of the prospect/customer.
5. They collaborate and communicate on a regular basis with the campaign planner
When it comes to working in a team, communication plays a major role and no collaboration happens without a proactive regular communication. As technologists, they take the ownership to understand the requirement of their internal client who happens to be campaign planners and ensure they close gaps sooner in the campaign design and execution unlike IBM Watson Campaign Automation pre-designed program templates. Being a part of the campaign design helps both the marketing technologist and the marketing campaign planner to eliminate ambiguities and work on a feasible model quickly.
6. They use data and love to draw insights and represent them visually to produce an integrated view
They have a huge responsibility when it comes to making sense of the data, as campaigns grow larger, (which includes millions of customers or prospects) the complexity of data keeps increasing, making it difficult for the marketing team to get an integrated view. The serious marketing technology professionals look at it as an opportunity to learn, grow and help their team with an integrated view of the campaign and or the results.
7. They are eager and most excited to measure the effectiveness of campaigns and work towards optimizing the results
Once they have the insights into the campaign effectiveness, they work towards optimizing the campaign at 5 different levels i.e strategy, message, design, deployment, and analytics. To optimize a campaign they question themselves and their teammates on various aspects of the 5 levels which I mentioned before. The right questions allow them to do a complete root cause analysis and diagnose accurately the problem areas of the campaigns. More than 90% of the job is done, the moment the team realizes the root of the problem, the solution or optimization is just 10% of the overall approach.
Now that you know the habits of the best performing marketing technologists, you are ready to re-boot your approach in case you are a marketing technologist or help your marketing technology team to outgrow their careers.