As marketing becomes more centered on digital technology, decision makers across all sectors—from consumer brands to B2Bs to law firms—must focus on younger, more digitally savvy audiences.
As far back as 2014, Gartner reported that 81% of advertisers were filling chief marketing technologist (CMO) roles. Soon, CMOs are expected to spend more on technology than their CIO counterparts.
The shift is already underway: Gartner's 2015 survey found marketers had allocated one-third of their budgets to tech, and 61% expected larger budgets for 2016. Those figures represent a significant investment in marketing technology and mean that such issues as mobile device compatibility, privacy and accessibility compliance, website performance, security, and data analytics can no longer be considered "IT's problem."
Web Development Tech 101 for Digital Marketers
Driving this trend is the rapid evolution of digital marketing. From mobile-optimized Web design to a continual focus on user experience, these and other advances require marketers to roll up their sleeves and continually learn.
To excel at those new responsibilities, marketers should hone their overall understanding of the following aspects of Web-development technology.
1. Performance and UX
Website performance drives engagement, and engagement drives value and ROI for digital marketing initiatives. The idea that a website should load in fewer than 10 seconds is ancient; today, visitors will switch tasks after just a few seconds.