New report from DataXu reveals how technology is shaping the role of the future marketer:
- 53% say brands should have both a CMO and CMT
- 49% say both CMO and CMT should sit at board level
- 35% say CMTs will replace CMOs as heads of marketing
15/07/15 – London, United Kingdom: The role of Chief Marketing Technologist (CMT) is gaining greater importance in organisations, as 70% of UK marketers predict more brands will be recruiting for this role in the next five years. This is according to research released by DataXu, a leading provider of programmatic software, which surveyed 250 decision-making UK marketers for its report, “The New Marketer: How Data and Technology are Driving the Rise of the Chief Marketing Technologist”.
According to DataXu’s research, 35% of UK marketers feel the CMT role has become so vital, that it will replace the traditional Chief Marketing Officer (CMO) role. What’s more, 31% of marketers surveyed say they would like to take this role on themselves. 53% say most organisations should employ both a CMO and CMT, or at least a tech-focussed senior marketer.
DataXu’s managing director, UK & Nordics, Chris Le May, comments: “Technology is playing a crucial role for today’s marketers and brands need to invest more in the right talent to fully harness the power of data-driven marketing. Whichever route they take – hiring a CMT or fortifying the CMO role and marketing division with enhanced technological capabilities – proactive moves need to be made now to equip businesses for a tech-focussed future.”
41% of UK marketers expect to be using more technology next year, with 34% saying that today, up to half of the requirements of their role revolve around technology. The role technology plays in marketing is only set to increase, with 38% of marketers saying their job will become more dependent on it in the next five years.
Yet not all marketers are united in their views. 37% of respondents believe that the traditional marketing role will become redundant in favour of a more technology-focussed role, while 39% disagree with this. There are those who are not convinced about the validity of the CMT role – 26% of marketers believe that the hiring of CMTs and tech-focused marketers will not be a continuing trend.
There is an element of the marketing industry seeking middle ground, with 51% saying CMOs and CMTs should have joint responsibility over marketing technology. 49% agree that both a CMO and CMT should sit at board level, suggesting that marketing and technology should not just be siloed domains, but have an increasingly important impact on a business overall.
DataXu’s report, “The new marketer”, can be downloaded here.