NEWS: 70% of UK marketers believe more brands will hire chief marketing technologists

Seventy per cent of UK marketers predict more brands will be recruiting chief marketing technologists (CMTs) over the next five years, a new study by DataXu has shown.

The New Marketer: How Data and Technology are Driving the Rise of the Chief Marketing Technologist report reveals the increasingly significant role CMTs will play within organisations. Thirty-five per cent of the 250 UK marketers surveyed felt the CMT role will become so vital it will replace the CMO – plus 31 per cent said they would like to take this role on themselves.

The rise of the CMT comes as marketing departments become more reliant on technology - such as data analytics and automation – to secure campaign success. Forty-one per cent of UK marketers expect to be using more tech within the next year, with 34 per cent admitting that up to half of the requirements of their role revolves around tech. The importance of technology within the marketing department is only set to rise, with 38 per cent of respondents saying their job will become more dependent on these innovations over the next five years.

Meanwhile, more than half (53 per cent) of marketers believe their companies should employ both a CMO and CMT, or at least a tech-focused senior marketer, to stay ahead. Additionally, 51 per cent of respondents said CMOs and CMTs should have joint responsibility over marketing technology, and 49 per cent agree that both a CMO and CMT should sit at board level.

However, not everyone is in agreement – 37 per cent of respondents believe that the traditional marketing role will become redundant in favour of a more technology-focused role, but 39 per cent disagree.

Chris Le May, DataXu’s managing director UK and Nordics, commented: “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-focused future.”