Will marketers also need to have more technical skills in the future?
Albizu Garcia has looked into this topic and finds a very clear answer: Yes!
As we have already reported, marketers now have over 7,000 tools at their disposal. And there are more and more. According to Gartner, the budget for marketing technology (in terms of total marketing spend) has increased from 22% in 2017 to 29% in 2018.
With the rise of marketing technology, the technical skills needed to be a marketer are also changing. Marketers need to develop new skills and competencies to help them make full use of marketing tools.
Here are four technical skills that marketers need to keep up with the flood of marketing technology.
1. basic front-end development
Frontend development includes everything a user can see and interact with directly on a website, making it a critical area for marketing support. Although it is not necessary for marketers to become experts in programming, understanding the basics of HTML, CSS and Javascript can be beneficial.
Basic programming skills enable marketers to perform important tasks such as creating landing pages, creating custom blog posts, modifying websites, and structuring and designing email. Basic HTML and CSS is also useful for creating custom elements, such as forms or call-to-action buttons on websites or in email templates. Marketers who learn JavaScript can perform robust A/B testing to optimize landing pages.
This knowledge is also helpful when using analysis tools. Marketers who have basic knowledge of front-end development are becoming increasingly valuable to the entire company. Even if a company has a dedicated front-end developer, marketers with basic skills do not need to wait for that person to make changes or test new ideas. They can also work seamlessly with the developer to get ideas moving faster.
2. advanced data analysis
More and more companies are striving to become data-driven, which leads to a higher demand for marketers who process data fluidly. However, only a few are able to handle large amounts of data competently. In other words: there is a backlog demand in data analysis!
We know: Collecting the right data alone will not produce results. Knowing how to read the data is crucial for measuring the performance of campaigns and strategies. Today’s marketers must be able to master analysis tools, collect and interpret data and develop data-driven strategies. Skills in these areas are in high demand and will enable marketers to make better decisions overall.
3. understanding artificial intelligence (AI)
Marketers need to understand this growing technology – especially how to use AI strategically and how it affects marketing goals. Marketers can now rely on machine learning to automate some of the most common marketing tasks. Many tools automate email marketing and personalization, for example. AI-based systems can help marketers create automated campaigns based on consumer data.
AI can also help marketers deliver compelling content based on past consumer behavior. The more a customer engages with a brand, the smarter the technology becomes and the more personal the experience. While marketers do not need to know the mechanics of AI, they should understand what they can and cannot do. Knowing about AI enables marketers to achieve better results and have a positive impact on the bottom line of their business.
4. basics of design (UX/UI)
Consumers are becoming increasingly selective about what they want to see or what they want to do. Good design – especially usability and user interface (UX and UI) – play a crucial role in attracting and retaining consumer attention.
It is important for marketers to consider basic design principles when creating landing pages, newsletters or emails. A website that is easy for users to navigate and provides a great user experience can build trust and lead to higher conversions.
Conclusion – technical skills for marketers:
Marketers who embrace change and develop these sophisticated technical skills will certainly achieve more valuable results for their business. Those who don’t adapt to a more technical mindset can risk falling behind.
Picture: Pixabay
Also interesting: The discussion about personalization and individualization
Note: This is a machine translation. It is neither 100% complete nor 100% correct. We can therefore not guarantee the result.
