Not long ago, marketing was about the 4 Ps (product, price, place and promotion). It wasn’t about educating and engaging customers like it is today. The change in marketing’s roles and responsibilities was led by the Internet – which shifted knowledge and power to the customer – and is now being propelled by marketing technology.
Marketing capabilities are leading to specialization
Evolution is happening faster than ever, requiring more and more specialization. That specialization is vital to a thriving marketing career. This is especially true for technical marketers who are responsible for the systems and data that power customer engagement.
They require a deep knowledge of how systems work and communicate with each other, and must understand the ways data should be stored to provide maximum accessibility and flexibility for use (e.g., analytics and segmentation). Additionally, they must have the skills to customize tech solutions and interpret the resulting data.