.png?table=block&id=6e414514-ffbd-4325-b255-1cc25cf938b0&cache=v2)
Simply put, it's someone who understands marketing, understands technology, and understands people.
Marketing + Technology + Social Anthropology[^1] = Marketing Technopology[^2]
What Are The Skills Of A Marketing Technopologist?
1. Understands Marketing
Online marketing is just marketing. The tools, methods, and mediums are constantly evolving. Marketing technopologists know this.
They are continuously evolving, experimenting, and adapting new marketing techniques. They know and use the principles of marketing.
They stick to the edge of the forest. They are comfortable at the boundary of the known and unknown. They constantly evaluate and look for signals of what's proven effective, what's on the way out, and what's coming next.
Today, "Crowdculture" is a force in marketing that is on the rise. It comes in two flavours:
- Subcultures - groups who incubate new ideologies and practices
- Art Worlds - break new ground in entertainment
The focus of my consulting practice is specifically in subcultures.
Finding the right ones for my clients. Helping them enter the conversation. Helping today's early adopters become tomorrow's cultural innovators.
2. Undertands Technology
Marketing technopologists have a unique ability to ask the right questions that help define, find, and apply feasible solutions given their current tech-stack.
They may not be able to code the solution, but they can read code and point to what's working and what isn't.
They 'see around the corner' and foresee the impact of digital technology on society and culture.
For smaller businesses and startups, they're able to prioritize and find simple solutions that free up money and time to focus on what's important. Serving and delighting customers.
For larger businesses, they apply and leverage technology that unlocks efficiencies and profits.
3. Understands People
Most marketing fails because it's aimed at the wrong audience.
There's a 40 - 40 - 20 rule in marketing. It's a simple guide that anyone can use, and marketing technopologists understand how to apply it across many businesses and situations.
40% Right Audience - WHO is best served by this? Can you describe them - in detail? Their age, life circumstances, current reality, hopes, dreams, fears, pet peeves, hobbies, values, what they hold most precious?
40% Killer Offer - WHAT will they find irresistible? Does the solution address the big problems and pain points? Does it go beyond? Does it surprise and delight?
20% Everything Else - The copy, the creative, the brand, the product.
Marketing technolopologists focus messaging efforts around core human values. The ones that are common to us all. These deep needs and valuescut across diverse cultural norms, political environments, and economic climates.
Synonyms
Brand Manager 2.0, Strategist, SEO Specialist