Marketers need technology skills — or at least a keen understanding of the technologies that make them better marketers.
“If you're not a digital native, you're not going to go far,” Jim Durbin, vice president of digital marketing at Plano, Texas-based Brandstorming.com told CMSWire. “Technology is already moving faster than any of us can adjust to, so if you can't use technology to make yourself more productive, you're no good to anyone.”
Bennet James Bayer, Global CMO and vice president of strategy for Huawei Carrier Software, also based in Plano, Texas, said technology skills are not the “end-all” for marketers.
But he noted that even someone as experienced as his wife, who managed $6 billion in brands for consumer food products during her career, would probably not be able to work at a junior level without a basic understanding of mobile, social, search and email marketing.
“I don’t believe it is necessarily technology skills so much as an understanding of the related technologies, how and when to employ them,” Bayer said. “That has changed dramatically.”