The geek shall inherit the Earth

Steve Rubel of Micro Persuasion had a very interesting article in this past issue of Advertising Age. The title had me hooked, "As Technology Develops, So Does the Role of the Geek Marketer".

Here is Steve's take from his blog post:

My thesis is this: it's very difficult for anyone in marketing to keep up with all the twists the digital space because technology changes so darn fast. It's like chasing a cheetah. Most marketers - be they clients or agency side - are heads-down running their business. Therefore, companies are creating a new role. They're hiring people who act as translators between the ultra geeks and the marketers, if you will, and shepherd the development of pilot programs.

If you're reading this blog, you probably know just how strongly I agree with what Steve has to say. Techno//Marketer is an extension of my love for technology and its impact on marketing. I often use the phrase "I speak marketer and geek fluently" when explaining to clients what I do. Those two skill-sets, however, are not the easiest to find in one person.

Here is what I see as the skills a Techno//Marketer needs to have:

• Strong foundation in the basics of business
  
• Un-ending curiosity for all things new
  
• Love for experimentation
  
• Consume media with break-kneck pace
  
• Filter what is consumed into actionable, business-savvy solutions
  
• Excellent communication/presentation skills (usually the downfall of pure geeks)
  
• Excellent writing skills
  
• Persistence to continue even when people doubt/fear you out of their own ignorance and short-sightedness
  

Are you a Techno//Marketer? What are some of the skills you think are most important? How do you use your powerful combination of skill sets to add value?

Technorati Tags:
interactive marketing, marketing, Matt Dickman, Techno//Marketer, Steve Rubel

Comments

[mvellandi]

I'm almost one, always wanting to be on the fence. I have to blame Flash 5 for getting me all in this techno mess back in 2000. Since then I've been watching the scene, learning some fundamentals and capabilities along the way.

[Sean Scott]

Matt,

I don't know that i agree with Steve on this one, at least in that this role is consistent with a successful position within a company. I think it's too tied to technology and execution of a particular medium.

I like David Armano's take on generalist versus specialist a bit better because that trully defines the argument here. Which is that technology and by that i don't mean a certain medium but rather the evolution of tools will continue to create new mediums.

Some of us are comfortable with dealing with change happening at an increasing pace while others aren't. Technology with the web maybe the "personification" of that pace and change, but i do believe in 8 to 10 years another field will emerge.

I much rather think of myself as a person with a voracious appetite for information then one tied to a particular execution of that evolution.

[Matt Dickman]

Mario -- You do very well with the mix of marketing and technology. Thanks for the comment.

[Matt Dickman]

Sean -- I think we're saying the same thing, just out syntax is different. I think what Steve is saying is that this person needs to be a technology generalist along with having the marketing know-how. Yes, the technology changes, but knowing how it can be applied to the business is where the value comes into play.

This person isn't a Flash developer or a C# programmer. I would content that knowing *how* to implement the technology is not necessary at all. Knowing how it works at a high level and *why* to implement it in a certain situation is the key.

This person needs to a) identify the mediums that exist, b) predict the mediums that will exist and c) know how to leverage them all.

[Sean Scott]

yep i agree with you on that point, in terms that if you want to be successful in interactive marketing or really just marketing you are going to need a few individuals that can do that translation.

However i would even add to your 3 responsibilities the ability to identify risk. As the technology becomes more complex and dispersed, I can live with a campaign not hitting its mark because of the concept fell flat. What we must avoid is a campaign not hitting its mark because of an error in execution.

Having been in a couple of organization where that person performs a non-official role, i feel passionate about making it an official and recognized role. It's a hard concept to get as there isn't really an equivalent on the print or TV side of things.

[AdPuppet]

Agree 500%. Understanding technology is crucial since technology ultimately serves people. While it may be laughable that I refresh my way through live text updates of Apple events like yesterday, there are serious implications and impacts to several industries at play (especially with something like the iTunes Wi-Fi music store).

The real challenge for geek/techo marketers isn't so much understanding both the technology and business, but more so how well we can weave the two worlds together for our peers, superiors, agencies, and clients clients.

I'm always for innovation over perpetuation (unless it is perpetual innovation). Too many jobs these days are simply perpetuating old traditions and filling specific tasks. It's a wonderful breath of fresh air to see a community online recognizing such potential.