how it usually starts...
how it usually starts...
Over a long period of being involved in the information technology industry, and digital marketing fields, I have observed that it’s very easy for beginners to get the two distinct fields mixed up…This article intends to clarify and outline the differences between the two fields…
Let’s start with the technology industry, the Wikipedia definition of what “information technology” means is this:
Information technology is a broad term that involves the use of technology to communicate, transfer data and process information. The different trends within information technology include, but aren't limited to: Analytics. Automation. Artificial intelligence.
A while back, about 15- 20 years ago, the common and distinct fields in core IT were:
- Database management
- Systems Administration
- Software developer
- Software designer
- Network Engineering
- Cybersecurity Engineer
- Network technician
Then the industry started going through a series of changes, as better and more innovative ways of getting things done came into the fore…
For example, complex systems for building mobile apps, which were known as MADPs (Mobile Application Development Platforms) from various independent companies, became simplified by the likes of Apple and Google into what we have today, where someone can use a “No Code” or “Low Code” platform like Flutterflow, and Adalo to build similar solutions they would have built using the traditional frameworks.
Another major and disruptive change was the introduction of “Artificial Intelligence” into mainstream tech, the idea that a powerful tool like that is now available to all, makes a lot of otherwise complex tech look obsolete, even if they still very relevant in reality till date.
The various roles that are defined and available in tech today, is quite different from what it was 15-20 years ago..
Nowadays we hear terms like:
- Front End Developer
- Backend Developer
- Developer Operations ( the closest to this 15-20 years ago was the systems administration role).
- Full stack developer
- UI/UX Designer
- Data Analyst ( I am still wondering if the data administrator role actually does exist)
- Cybersecurity expert
- Product Manager
- Project Manager
And the landscape of these roles keeps changing, as more and more advanced tech becomes introduced into tech…
Me, on a personal level, I believe that technology at its core, exists, to drive
the use, transmission, transfer, modification, storage and management of data, towards solving major and minor problems in every field of human endeavour.
These “solutions” become expressed as products, some of these products are virtual in nature, some are physical in nature and many combine features of both form factors (virtual + physical).
An example of a purely virtual solution would be your cloud-based email, social media or banking solutions
An example of one that is purely physical in nature would be a smart wallet in physical form, whilst a product with a combined feature set, would be a Smart Phone, a Smart Watch and Home automation systems…
The end users of these products are the targeted consumers at the time of conception, they could be engineers, marketers, project managers, accountants, Architects and virtually any field of endeavour…
Often, when a beginner wants to start his journey in tech, he or she is faced with the dilemma of choosing one of these, ever-dynamic and changing fields, to focus on and build upon…
As they try and get a hold of the “Basics”, they begin to understand the interplay between these fields…
When they get to that point, where they have to “launch” their products, more often than not, they see a different side of the product development cycle…
The Marketers...
The Marketers...
Yes, in come the guys who are not core tech people, they are not developers, they are not the guys that handle data analytics or write scripts for your operations, or do the interface design of your products….
No, none of these things you do in core tech is any of their business…
But what they do, requires a whole new set of skills, experience, strategic thinking and execution.
It however becomes quite confusing, to the beginner in tech, because these new set of people, typically use “Tech tools” as well…
Yes, they use tech tools like Chatbots, Website Builders, Sales Funnels Builders, Email Autoresponders, SMS Marketing, Social Media Management tools, Marketing Design and Planning Solutions, Graphic Design Tools, and Video Marketing tools which the core tech person is not exposed to, or open to, because they hardly use such tools for their own work.
To the beginner, when you say “ I am a digital marketer”, what usually comes to their mind is “Social media marketing”…
Like, as running Ads on social media, managing social media accounts for companies and celebrities and the like….
Many people are unaware that “Digital Marketing”, as a field, is a whole different industry on its own… independent of “TECH”…
What do I mean?...
What do I mean?...
- Before the “Tech”, we had copywriters…
- Before the “Tech”, we had scriptwriters…
- Before the “Tech”, we had Video directors for Ads, and we had graphic artists…
- Before the “Tech”, we had “Marketing” as a strategic arm of any serious business…
When the word, “Digital” came into marketing, it implies that the same guys, who were copywriters, scriptwriters, video editors and graphic artists, photographers and creatives…. Now had “tech tools” that they could use in driving their marketing on various platforms and through various channels…
They were no longer limited or restricted to only “physical media” like newspapers, magazines, TV Adverts, Radio Adverts, Public announcement systems, Seminars and Halls for physical events and launches…
Now, they could use tech tools to send their messages through email, or to your Mobile phones, based on an action you take on an e-commerce site, or based on your response to a Chatbot on their website, and they could reach many more people at a fraction of the cost of doing so, physically, all at the same time.
In the same way, you have various disciplines in Core Tech, you do have various disciplines in Digital Marketing, roles like
- Copywriter
- Graphic Artist
- Video Marketer
- Sales Funnel Specialist
- Social Media Marketer
- Affiliate Marketer
- Chatbots Specialist (yes, they do exist, because we have many specialised Chatbots that you can use in building automated marketing systems, e.g Many chat, Chat fuel)
And many other roles are not mentioned here…
Once in a while, you may find someone who has skills that cut across both Core Tech and Digital Marketing, but this is a rare occurrence…
Why?
Why?
The major reason is this, mentally, you are wearing two different caps when you are on either side…
As a “CORE TECH” person, your thinking and focus is a different from that of a digital marketer, unifying the two lines of thought can be a little difficult….
So, if you are a beginner, in Tech or Digital Marketing, understand that there is a very thin line between both fields of endeavour…
However, that line does exist, and it can be a little confusing for beginners to understand the difference…
It’s in the “approach” to getting things done.
Core Tech people all work together to “Design and Build Solutions”, and Digital Marketers all work together to make that product or solution, a success in the marketplace.
Both of them use “tech tools”…
Have a great day
