Technical Marketer

Table Of Contents

Introduction

Chapter 1 - Foundations: These are knowledge focus skills all marketers in 2022 must develop an intuitive understanding of

• Marketing Technology

• Introduction To Marketing Channels

• Marketing Metrics That Matter

• Human Behaviour & Marketing

Chapter 2 - Applications: These are Experience Focus skills you need to have a deep understanding of ,as well as, some practical hands-on experience (Ability to Execute XYZ)

• Branding - (Coming Soon)

• User Acquisition Models - (Coming Soon)

• Retention/Loyalty - (Coming Soon)

• Web Analytics & Insights - (Coming Soon)

Chapter 3 - Leadership: Results Focus Skills (Ability to connect the dots)

• Business & Marketing Integration (Biz Intelligence & Marketing Ops) - (Coming Soon)

• CX - (Coming Soon)

• Tech & Data (Apis) - (Coming Soon)

• People & Organization (Marketing Team Structure) - (Coming Soon)

Let’s get started

The internet & new tech developed over the last 22 years have forced business entities to become more competitive, in fact, the Growth Rate of global exports has been increasing at 4000% YoY over the last 10 years. This increase in competitiveness leads to a smaller share of the market for businesses that aren’t

• Sustainably acquiring new customers on a regular basis.

• Retaining a big part of their customers.

Technology can be your biggest ally when trying to deal with the above.

My definition of Marketing Technology

Marketing technology is an approach whereby technology and marketing are used together to improve customer journeys & overall profitability

The Idea is simple we pay for a tool to fix our problems. What sort of problems? Any type of problems Conversion rate optimisation, User acquisition, retention, churn the list goes on and on.

Martech refers to a set of tools and initiatives aimed at armoniasing the relatinoship between technology & marketing.

It involves a mix of marketing and technology solutions that work togehter to solve common scalability problems

MarTech, is an acronym used to represent the integration of tech to solve marketing & growth challenges.

How Has Marketing Changed?

The use of technology has significantly improved the outcome and speed of multiple marketing activities that were traditionally performed manually. Nowadays, the tech historically operated by big corporations is now broadly used across multiple verticals and types of business.

Digital marketing stack refers to multiple technologies that marketers apply to augment and optimize their marketing approaches in the customer lifecycle.

The various marketing technologies are essential in analyzing the performance of marketing campaigns, streamlining internal collaboration and conducting customized communication with clients.

In 2020, there have been many digital marketing trends, including a change from siloed tools to all in one solution, tools that play and connect easily, and leveraging information to create customized customer experiences.

Why is the Digital Marketing stack so important?

Notably, marketing needs technology to attain its goals and objectives effectively. The availability of digital marketing makes it easy for marketers to reach potential customers. This approach has been used by digital marketers to handle ever-changing behavior and channels. Additionally, digital marketing has been staked together to develop integrated tools to enhance customer relationships in various channels.

How to evaluate Digital Marketing stack 

Visualization and categorization of digital marketing toolsDigital marketing stack visualization has increased recently. Marketers go into their stack-oriented charts to show off their various digital marketing structures.

Through stack visualization, you can predict how digital marketing enables the ability to meet customer value and expectations. Determining the efficacy of every marketing solutionCompany brands must be focused on better modification of digital marketing.

The cornerstone of digital marketing evaluation is the ability to recognize the effectiveness of the marketing technologies backed up by data. Deciding on which digital marketing approach to remove, keep and secureYou must always preserve the best digital marketing skills and ditch the failing ones.

Generating growth for your business requires you to utilize one or more marketing channels until you start to see positive results. These traction channels provide evidence that your marketing efforts are working. Examples of traction might include having an increase of searchers arrive on your website from a search engine after you have put effort into SEO. Another example might consist of seeing subscribers on your email list purchase products from a specific landing page after providing them with an exclusive offer. "Traction is basically quantitative evidence of customer demand."

There are several ways to go about marketing by using these different channels. These can range from creating a viral marketing video to investing in content marketing, which provides a daily or weekly article for your blog. Posting social and display ads or hiring a search engine optimization expert to optimize keywords for your website are a couple of other online methods you might use. Traction channels can also be found off-line. Exhibiting your products at a tradeshow or speaking to members of a local business organization are two examples.

Defining the POEM Framework

Getting customers to pay attention to your business and the products or services you sell can be completed using traditional advertising, which may include using PPC advertising, TV commercials or sponsored tweets.

You can also use your assets, such as a blog or email list. A third way your business might gain attention is by receiving free publicity.

These three methods can be broken down into these categories, which make up the POEM framework:

How Acquisition Channels Work

When new acquisition channels are developed, it can provide a fresh way to obtain customers or subscribers. These distribution channels have included the following:

Initially, the "first movers" to use these channels are likely to be spammy-type companies that just want their content to go viral or get some type of attention. When a distribution channel is new, there's no track record to follow. However, since there isn't a stable product being offered, these companies usually don't achieve sustainability and end up fizzling out.

"First followers" who jump into the channel fast after the first movers have emerged usually have a better chance of sustainability when they back their move up with a strong offering. An example of this type of company is Zynga. It entered the social distribution channel with a robust offering of games, which became popular.

Entering a new distribution channel is usually less expensive than trying to compete in an existing channel. This can also make it easier and more efficient for a new company to emerge as a leader. Once you have established this position, it can make it more challenging for established companies to achieve the same success in the channel. In the example with Zynga, established companies tried to enter the channel with their existing games but soon found out it wouldn't work without completely redesigning them.

https://www.reforge.com/blog/growth-wins

https://www.sciencedirect.com/science/article/abs/pii/S0022435915000275

https://brianbalfour.com/essays/embrace-constant-change

https://visage.co/visualizing-lifecycles-marketing-tactics/

https://www.heavybit.com/library/video/building-a-growth-machine/

Prioritizing Your Marketing Efforts by Using the Bullseye Framework 

With several existing distribution channels and new ones emerging periodically, it's best to have a strategy in place that shows you which one is most suitable for your marketing efforts. This can be done by utilizing the bullseye framework. It allows you to know which channel is best to start with first. Finding this channel can be done by using these four steps:

https://medium.com/growth-tribe/brass-method-your-guide-to-prioritising-which-customer-acquisition-channel-to-test-7eb8a9f6cb0a

https://brianbalfour.com/essays/5-steps-to-choose-your-customer-acquisition-channel

https://baremetrics.com/blog/marketing-idea-scoring-system

1. Brainstorm

2. Rank

3. Prioritize

4. Test

Beginning your strategy by brainstorming allows you to consider a question like, "What is the expected cost to acquire a customer through this idea?" you might also ask yourself, "What is the timeframe needed to run tests?"

Step two allows you to rank your brainstorming ideas and think about them critically. Utilizing three columns by representing them as a concentric circle will provide you with a bullseye. The center circle represents the traction channels that seem the most promising. The second circle should be used for traction channels that might work, and the outer ring of your bullseye should be used for longshots.

The third step involves prioritizing and determining the ones with the highest potential and likely longshots?" The highest potential channels will go in the center of your bullseye and should be targeted first.

Step four involves testing the ideas that land in the center of your bullseye to see if you can gain traction. When you find one with promising results, focus on it and place more effort on that channel.

Technical vs. Non-technical Marketers

Technical marketers refer to those people who possess technical skills in doing their job as a marketer. An example of a technical marketer is an SEO optimization specialist, a job that specializes in optimizing advertising content through the use of words that are closely related to the topic.

On the other hand, a non-technical marketer refers to those people who possess essential needs in accomplishing the task. For a marketer, the most important non-technical skill is communication. This is because communication is a key factor to attract customers. An example of this are individuals who are handing out promotional flyers to a crowd.

However, always remember, that advertising and marketing as a career and proficiency have been mostly made up of the cultural disciplines, although marketing is frequently thought of as an organizational research study much more than a cultural science on its own. This consists of being familiar with people, client decision making, humanistic susceptibilities, and a lot more. The significance of this particular matter not been transformed.

Whatever type of marketer you are or if you're on your path to choosing which type of marketer you should be, surely, your presumptions about this topic have been transformed based on the information you read above by examining different presumptions. Your job is to modify, evaluate once more, and repeat up until you have a successful result as a marketer.

Search Engine Optimization

Having an SEO value on your website is important because prospective consumers will most likely find your goods on the internet by employing search words that show up in your technical advertising content. Since a lot of a customer's study can be carried out on the internet before getting in touch with you, marketing divisions frequently neglect SEO as an effective method to bring prospective customers to your website.

Importance of Having a Good Website

Technical advertising content is not only a key factor in increasing the traffic to your web page but it is also where the majority of customer's buying judgments are generated when it pertains to sophisticated technical services. Prospective customers are more likely to carry out a comprehensive analysis of your goods, a lot of which takes place in technical websites and not in commercial, marketing-driven sites.

This is the main reason why every person, from marketing to publishing to support groups, may need to question themselves if they are doing a good job in running their website. Always remember, a lot of people tend to shop online nowadays. This is why technical marketing is important.

What Non-technical Marketers Must Know About MarTech

Being aware of how the internet operates from a technical point of view-- perhaps even at a higher degree-- is proven to be significantly beneficial for technical marketers. Since software programs permeate into virtually every sector of the market, itis much more necessary for workers of all types to be aware of technology at a simple degree. Your revenues, service, advertising, and neighborhood employment will all be far better off if these individuals have a fundamental knowledge of how the internet functions, and how their software program matches that landscape.

The world has gone digital. 

Studies show that email, social media, and websites are the best ways to interact with your customers.

Whether your customers prefer mobile or desktop is almost irrelevant. You can bet they’re using websites, social media, and email to compare brands and pricing. That makes the best times to engage with a customer before and after a sale.

The best businesses can create a seamless brand experience over all 3 touch points.

This makes for a positive experience for the customers, but as marketers we have to discern whether these efforts moved the business forward.

Were your efforts worth the time, energy, and ad spend? Did the campaign produce sufficient ROI?

These are questions that only digital marketing metrics can answer.

Metrics can be difficult to navigate. With there being so many to track, it can be difficult for new marketers and business owners to prioritize the metrics that will provide meaningful results toward their short-term and long-term company goals. 

Should you track impressions, engagement, page views, and other soft metrics to measure the effectiveness of your marketing strategy? Or should you zero in on hard metrics such as revenue and ad spend?

Both.

Regardless of how calculated and logical your outlook to sales is, the relationship between you and your clients is the core of every interaction with them. To connect to your audience, you must understand Human Behaviour & Marketing by knowing what instincts drive them when deciding to buy. We human beings respond more to messages that speak to our innate behaviors compared to tactics created with only hypotheticals and numbers.

Although every buyer is distinctive, there are central human behaviors that may help you understand how buyers make decisions.

How Buyers Make Decisions

People think they are making logical decisions, but in truth, they are not. People make hundreds of choices daily, although some are made logically and rationally, the majority of them are not made logically. Does your business use messaging that appeals to logical thinking? If so, your logical urgings to your target audience on why they should buy your product may be ineffective.

Buyers need to feel to decide

If buyers can't feel emotions, they can't make decisions. Therefore, you should accept that all choices involve emotions. Instead of forming logical arguments to convince your customers, it will be more effective if you understand how the buyers are feeling about the choice and feed their emotions.

Buyers decide to buy when they are confident of their choice

If you want buyers to make a decision, then you must make them feel confident. For instance, you can send information back to a customer on how they have used the product. This will make them feel confident that they are making the right decision.

Only Provide Additional Information If Buyers Are Making a Goal-Based Choice

There are two types of choices people make: Goal-based choices and habit-based choices. So when a buyer compares different cars when buying a car, they are making a goal-based choice. When a buyer pulls out their usual detergent off the shelf store, they are making a habit-based choice.

Buyers either make goal-based choices or habit-based choices, but not both at the same time. If you provide a buyer with much information, they will change from habit to goal-directed. Therefore, if you want your target audience to make a habit choice, don't provide them with a lot of information to evaluate. If you want them to make a goal-based choice, then provide them with information to evaluate.

Too Many Choices Means Buyers Won't Decide

If you provide your target audience with a lot of choices, they will not decide at all. Buyers prefer having many options to choose from but tend to be more satisfied with their decision when choosing from less.

The Consumer Decision Journey

The main goal of Human Behaviour & Marketing is to reach buyers at the moments that most influence their choices. Marketing has always sought touch points, where buyers are open to influence. For years these moments have been understood through the metaphor of a marketing funnel.

At the wind end of the funnel, buyers start with several prospective brands in mind; when they are methodically exposed to marketing, the number reduces as they move through the funnel, and at the end, they come out of the funnel with the one brand of their choice.

But today, the funnel metaphor has failed to integrate all the key buying factors and touch points arising from digital channels and increasingly well-informed buyers. This led to the emergence of the consumer decision journey.

The buyer decision-making process is a circular journey with four stages representing areas where your marketing team will win or lose. These four stages include.

• Initial consideration – The buyer considers an initial number of brands based on brand insight and exposure to touch points

• Active evaluation – Buyers add or remove as they review what they want

• Moment of purchase – Eventually, the buyer will choose a brand at the time of purchase

• Post-purchase experience- After buying a product or service, the buyer creates expectations grounded on experience to inform the next decision process

Principles of Persuasion

When consumers are making a decision, they consider all the available details to steer their thinking. Here are six principles that guide human behavior.

Scarcity

Consumers tend to want more of things they can have less of. Therefore, to effectively use the principle of scarcity, it is not sufficient to only tell consumers about your product's benefits. You must single out what is unique about your proposal and what they risk losing if they don't consider your proposition.

Reciprocity

People are compelled to give back to others the form of service, gift, or behavior that they first received. To put it simply, if a friend invites you for dinner, you will be obliged to invite them to a future dinner you are hosting. The key to using this principle is ensuring you are the first to give and give something personalized and unanticipated. 

Authority

People tend to follow the lead of knowledgeable, credible professionals. Therefore, it is vital you signal to your target audience what makes you a competent and credible authority before attempting to influence them. Indeed, you can't tell potential buyers how good you are, but you can arrange for someone to do that for you. 

Consistency

People tend to be consistent with those things they have said or done. Consistency is triggered by searching for and asking for, small early obligations that can be made. Therefore, when seeking to influence using this principle, look for active, voluntary, and public obligations and ideally put them in writing.

Liking

People have a preference for saying yes to things they like. But what makes people like people? People like those who are similar to them pay them compliments and cooperate with them towards their mutual objectives. To effectively use this principle, make sure you look for areas you share in common with your target audience and sincere compliments you can give before starting business. 

Consensus

When people are uncertain, they tend to look at others' behaviors and actions to determine their own. Therefore, rather than depending on your own ability to persuade your target audience, you can single what many other similar people are doing.

Permission Marketing

This is the privilege of delivering expected personal and relevant information to people who truly want them. Those who want information sign up, subscribe, or opt for mediums such as SMS and newsletters. Company websites and social media pages provide access for customers to discover and subscribe to high personalized messages.

Permission marketing is a common method of internet and direct mail marketing campaigns. Permission marketing interacts with the target audience according to the degree to which the target audience allows information from the marketer. It usually does not create immediate sales but instead grabs the target audience's attention and maintains the business relationship.

In permission marketing, you have to promise a customer in exchange for their attention and then fulfill the stated promise.

 Jobs to be Done

This is a buyer action theory that describes the mechanisms that make a buyer adjust to an innovation. The theory tells that markets renew, evolve, and grow when buyers have a Job to be Done and then buy a product to get the job done. Therefore, job to be done is a process buyers go through whenever they want to change their present life situation into a favored one, but are unable due to limitations that stop them.

Products and Services Enable a Consumer to Get the Job Done

Humans have limited abilities. Realizing a change such as an enjoyable commute requires innovation from you or someone else. The change will only occur when new ideas and products integrate and match to daily human lives.

This is how a job to be done works. Consumers go on with their lives normally, and then things change when they are presented with an opportunity to make them grow. When consumers find a product that will help them realize the opportunity to grow, they can transform to better versions of themselves they had imagined. 

On your next marketing campaign, take time and look at Human Behaviour & Marketing, and you will come up with effective and innovative ideas.

Resources

https://www.process.st/full-stack-marketer/

https://www.mycustomer.com/hr-glossary/technical-marketing

https://www.marketing-schools.org/types-of-marketing/technical-marketing.html

https://medium.com/@omerilyasli/what-is-full-stack-marketing-fce60b00cfad#:~:text=Full%2Dstack%20marketer%20is%20the,a%20weak%20spot%20as%20well.

https://www.simoahava.com/digital-marketing/the-myth-of-the-non-technical-marketer/

https://hackernoon.com/technical-vs-non-technical-marketers-lets-end-the-snobbery-w7v37k1

https://becomeatechnicalmarketer.teachable.com/

https://moz.com/blog/every-marketer-should-be-technical

http://justinmares.com/what-the-non-technical-need-to-know-about-tech/

https://amzlib.com/justin-mares-become-a-technical-marketer

https://www.gartner.com/en/industries/high-tech/tech-marketers

https://chiefmartec.com/2017/05/proposed-model-organizing-chaos-marketing-technology/

https://www.martechalliance.com/what-why-how-martech-marketing-technology

https://generalassemb.ly/marketing-standards-board

https://www.julian.com/guide/growth/intro

https://www.sailthru.com/marketing-blog/api-digital-marketers-guide/

https://moz.com/blog/every-marketer-should-be-technical

https://theindex.generalassemb.ly/building-marketing-leaders-of-the-future-9d4796d2da51

http://b.growthtribe.io/t-shaped-marketer-2020/

https://rosssimmonds.com/t-shaped-marketer-evolution/

• Intro

• Foundations - These are skills all marketers in 2020 must develop an intuitive understanding of (Marketing Technology, Channels, Metrics & Human Behaviour) - Knowledge focus (Knowing about XYZ)

  https://www.coursera.org/specializations/marketing-analytics

  https://www.coursera.org/learn/applying-data-analytics-business-in-marketing

  https://www.coursera.org/learn/digital-analytics

• Applications - The next level are skills you need a deep understanding of as well as some practical hands-on experience (Branding, Acquisition, Retention/Loyalty, Analytics & Insights) - Experience Focus (Ability to Execute XYZ)

• Leadership - Business, CX, Tech & Data, People & Organization (Biz Intelligence, APIs, Marketing Ops) - Results Focus (Ability to connect the dots)