Around 15 years ago, digital marketing technology (martech) was in its infancy. Marketers were searching for ways to sell to individuals rather than to mass markets. They were trying to create the marketing approach outlined in the 1996 book from Don Peppers and Martha Rogers, “The One to One Future.”
That quest for one-to-one marketing led to a group of new tools. “Contact managers” and “sales force automation” software from companies like Brock Control Systems became best sellers. It was those early efforts that birthed the customer relationship management (CRM) industry, finally promising the holy grail that might deliver on the promises of one-to-one marketing.
Now, digital marketers have CRMs, digital asset management (DAM) software, product information management (PIM) solutions, customer data platforms (CDPs), and predictive analytics. Consumers have TVs, smartphones, smart watches, social media, Internet of Things (IoT), and virtual reality (VR) at their fingertips. Between all of those, there are thousands of tools, technologies, and apps to tie the customer experience together.
That kind of complexity requires a whole new species of marketer: the marketing technologist. These individuals know the technology and have the organizational skills to make the one-to-one customer experience possible. If you’re one of these rare creatures, you could even aim your career at the role of Marketing Technology Officer or Chief Marketing Technologist. To get started, you need to develop a certain kind of mindset.