We’ve spent years pretending there are only two kinds of marketers. The creative ones, and the data ones.
Unfortunately, that’s bollocks.
I remember being typecast as the analytical guy for a while – thanks to my black rimmed specs and ability to log into Google Analytics. That’s how low the bar used to be.
But according to new research from 3Search Group, the market’s finally cottoning on.
Firms aren’t hiring ‘data people’ or ‘creative people’ anymore – they’re looking for marketers who can join the dots between analytics, data & privacy, storytelling and commercial impact.
The best marketers I know can do both. They use data to assess, instinct to question the data, and creativity to punch through once they have the full picture.
It’s a bit like being an agent in The Matrix – shifting effortlessly between spaces that don’t look compatible at first glance to anyone else. (Just don’t talk to me about the last film…)
Maybe that’s the real future of a great marketing career? Not specialists at war, but translators who can cross between worlds and make it all make sense.
By Dave Heywood
A marketer who’s spent his career figuring out how real growth happens – for brands and people alike. He runs Marketing Careers Uncovered, a podcast where marketers talk honestly about the work, the missteps, and what actually moves the needle.
