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Futuristic marketer: Updating your toolkit for digital marketing

The job description for digital marketers is constantly changing, with new skills required by brands who digitally market and sell their products on various channels. Traditional marketers are also improving their skills to keep up with changes in the digital world. A new job description for marketing technology and its management has emerged. In 2020, professionals in this field can expect many changes in terms of job requirements and salaries.

7 predictions for 2020

Martech professionals are in high demand by modern brands due to the crucial role that they play. They are needed to help out with issues such as using technology to attract new customers for existing brands. Even startups that require growth marketing need Martech professionals. Here are the predictions to expect in 2020.

Salaries for marketing technologists are going up

Between 2018 and 2019, there was a salary increment in ten positions in the technology marketing sector, such as SEO and PPC. For instance, Conductor, a content intelligence platform, reported that there was a $20,000 increase in the average salary of a SEO manager. This was according to data collected by PayScale, Indeed, LinkedIn, and Glassdoor. Salary increment goes hand in hand with the skills required, of course. According to Conductor’s report, more than half of the jobs dealing with content marketing required one to possess SEO skills to be eligible.

Real-time bidding (RTB) skills now needed

Privacy laws, such as GDPR and CCPA, were implemented in 2019, resulting in the decline of cookie usage on brand websites. Bidtellect’s COO, Jason Boshoff, anticipates that this will bring real-time bidding (RTB) to the centerstage. He adds that RTB is going to be key to effective online marketing in the absence of cookies. Combining RTB with contextual targeting will help technologists to get value from ads without depending on cookies. Therefore in 2020, marketers will need knowledge, understanding and skills to plan and execute RTB for marketing campaigns.

Analytics to measure impact of campaigns

B2B marketers have used viral videos and one-off hit campaigns for publicity which improve brand recall, but do not improve profitability. In 2020, there will be more focus on campaigns that increase the bottom-line. Analytics are, therefore, critical skills for marketing technologists so they can track and measure all marketing efforts to determine ROI and compare the impact of different digital channels.

Better defined job description for martech

As martech matures more in 2020, it will be possible to use specific archetypes for the roles of martech professionals in each organization. Examples of such archetypes, as identified by Scott Brinker, include marketing data scientists, marketing operations, digital marketing, and marketing engineer.

Martech to come under the larger enterprise tech umbrella

Where marketing technology belongs is not yet clear. Large firms that use various channels to run multiple campaigns across global offices and business units have to decide: Should martech come under the CMO or the CIO? McDonald has already decided to scrape the CMO’s position and create a new position of SVP of marketing technology under the CIO.

In 2020, marketing technologists will work at a deeper level with the IT team to reinforce the technical expertise behind their campaigns.

Better ways of planning for the future

A survey run by the CMO Survey in 2019 found that 68.5% of marketers focus on managing the present only, only 31.5% plan for the future and 39.3% use marketing analytics for decision making. Harvard Business Review says including analytics in decision making can promote stronger data-driven approaches with less reaction to short-term events and less dependence on “gut instincts” that are irrelevant in this data-driven culture.

In 2020, martech drivers such as data analytics and measurable results will enable marketers to plan and enhance results for the future.

Multichannel chatbots with RPA

Developments in chatbots technology and conversational artificial intelligence will drastically change how companies carry out various business processes. With such technology, digital marketing will be more efficient. It will be easier to reach and communicate with a lot of people within a short period of time. Repetitive tasks will be automated, and this will enhance the running of martech campaigns. As Avi Ben Ezra, the CTO and mastermind behind the SnatchBot chatbot platform says: “..having RPA on your chatbot platform means that business automation and integration can easily include AI and RPA with no additional resource requirements. We are proud to help businesses of all sizes achieve this functionality…”

Will all marketers become marketing technologists?

The simple answer is YES. Running a marketing campaign currently requires one to have tech-skills, whether digital-born or not. There is no chance of escaping martech potential in 2020. This will be beneficial to those professionals who sharpen skills like RTB, adapt to structural dynamics, plan for the long-term, and focus on their martech niche.

Adriaan Brits

As an analyst of global affairs, Adriaan has an MSC from Oxford, with diverse interests in the digital economy, entertainment and business. He covers mostly topics related to his qualifications. He is a specialist trainer in Advanced Analytics & Media. He also writes for Jpost.com, BestTechie, CEOWorld Magazine and other media outlets.
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