Technical Marketing – the other side of Marketing

Technical Marketing – the other side of Marketing

Prejudices on Marketing

Person 1: “What´s your job?”

Person 2: “I´m a marketer.”

Person 1: “I see, you do advertising!”


Really? That is the cliché everyone is so keen on believing. Academic wise gets even worse, because in the effort to define marketing precisely it tends to limit its perspectives to the 4 P´s: product, price, place/distribution and promotion. Hence, only the actual practice can define what marketing is about and what is required in order to succeed in marketing. Regardless of whether a marketer works in an agency or in a company, one question he or she must always answer when being interviewed is about his/her technical skills. Therefore, the marketing job isn´t just about creativity any more, it is also an engineering and programmer job. Without some basic knowledge of the database systems, codes or content-management-systems it is hard for a marketer to keep up in today´s economics war.


Marketing gets technical

If googling technical marketing, one will find thousands of definitions, some of which have nothing in common with this concept. For instance, in the last years there has been a lot of talk regarding growth hacking or marketing ninjas. These are marketing techniques by means of which, startups gain exposures and become popular without investing in advertising. In order to achieve awareness they make use of the low-cost advantages of social media marketing and viral marketing. However, beside the creativity as a common starting point of a marketing campaign, those techniques have nothing to do with technical marketing, because they lack the basics: the technic.

For us, technical marketing means being able to run a campaign from the beginning till the end. It starts with the planning phase which is the development and testing of an innovative marketing idea and moves on to the implementation. This phase makes the difference between a technical marketer and one who doesn´t have those abilities. This is due to the fact that a technical marketer is able to handle databases by using SQL, for instance, and therefore narrow down a suitable target group for a campaign in just a few minutes. Moreover, a technical marketer is able to forecast and monitor the development of a campaign, relate it to the company´s profitability and act quickly if necessary.

The implementation phase requires even more technical skills than the first one. A marketer needs to be able to know how to use an image photo editor like Photoshop or integrate an ad into a website or e-mail but in most cases he even needs to be able to create the whole website. Therefore, a technical marketer has to speak at least HTML and CSS fluently. Finally, in the controlling phase a marketer has to handle analytics programs.

If you are now asking yourselves where the difference between a technical marketer and a programmer is, the answer is simple: we master content and creativity, they don´t.