There’s an oft-quoted claim made by Gartner in 2012 that by 2017, chief marketing officers (CMO) will spend more on IT than CIOs. As it turns out, Gartner was right. The thing is, it’s happening far quicker than anyone imagined.
And it is set to change even faster still, as with greater diversification comes a greater use of technology and the need to not just manage it but handle it with such prowess that you can empower your business with what it can do. According to DataXu’s own research, 41% of UK marketers expect to be using more technology next year, with 26% telling us that today, more than half of the requirements of their role revolve around technology.
So does the convergence of IT and marketing require a new individual who can step in and bridge the gap between these two previously siloed departments? Someone with the technical knowledge to relate to the IT department, and the creative zeal to inspire and motivate marketers and customers alike?
Enter the chief marketing technologist (CMT). It’s a role that’s been in the making for many years. In the UK, 14% of the marketers we surveyed say their business is already taking advantage of a CMT, and a majority (70%) believe that more companies will begin to recruit for a CMT within the next five years. 35% of respondents feel the role has become so vital, that it will replace the traditional CMO role. What’s more, 31% of the marketers we surveyed said they would like to take this role on themselves.
The report, The New Marketer: How Data and Technology are Driving the Rise of the Chief Marketing Technologist, provides insight into the technology trajectory marketers face in the coming years as well as the current sentiment around the CMT role and its relationship with CMOs and the marketing department in the UK. Perhaps in five years’ time we’ll know the answers for sure, but by then it will be too late – proactive moves need to be made now to equip businesses for a tech- focussed future.
Download the full report to find out how technology shapes the future of marketing.