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The rapid growth of digital marketing and the increasing integration of technology into business processes have blurred the lines between traditional marketing roles and tech jobs. The Martech landscape, which once consisted of a few hundred tools, now encompasses over 10,000 platforms, drastically changing what it means to work in marketing today.
The Shift from Creative to Technical Skills
Traditionally, marketing was seen as a creative field focused on strategy, content, and branding. However, today’s marketers are often required to understand and use advanced technologies like marketing automation platforms, CRM systems, analytics tools, and even basic coding. For instance, many digital marketers now work with Google Ads, manage campaigns through platforms like Salesforce, and use tools like Marketo to drive growth—all of which require a solid grasp of both marketing and technology.
But does using technology in marketing automatically make it a tech job? This is where opinions diverge. Some professionals argue that marketing roles have become tech-heavy by necessity. Whether it's working on integrations, setting up automation systems, or managing data pipelines, many tasks once considered purely technical are now part of a marketer’s daily routine.
Marketing Operations and Technical Specialization
A good example is the rise of marketing operations and automation roles, which are squarely positioned at the intersection of marketing and technology. These professionals might not create the campaigns themselves, but they manage the underlying tech stack that enables those campaigns to run smoothly. From handling data hygiene to configuring APIs and writing scripts for email automation, their day-to-day responsibilities are deeply rooted in technical expertise. For these roles, understanding platform integrations and coding languages like HTML, CSS, and JavaScript can be just as important as having a background in marketing.
One Reddit user shared their experience: “I manage parts of a tech stack for a marketing team. I know more about platform integrations, development, data, and email tech than I do about the actual skill of marketing.” This reflects a growing trend where MarTech specialists focus more on the technical infrastructure that supports marketing rather than traditional marketing tactics.
The Growing Demand for Hybrid Skills
As Martech continues to expand, the demand for marketers with hybrid skills—those who can both strategize and implement technically complex solutions—is on the rise. Professionals in this space often juggle tasks ranging from data analysis and coding to campaign optimization and UX design. In this context, it’s not surprising that some digital marketers consider themselves tech workers.
However, there’s still a difference between working in a tech-driven marketing role and being a full-fledged tech professional. As one Reddit commenter pointed out: “Tech jobs involve fixing or building technology. If you use various platforms for marketing, you’re using tech, but that doesn’t automatically make it a tech job.” This distinction is important because while marketing professionals increasingly rely on technology, the primary focus of their work remains driving business growth and engaging customers.
The MarTech Industry’s Future
Looking ahead, the line between marketing and technology will continue to blur as digital transformation accelerates. Marketing professionals who embrace and master these tech tools will be better positioned to lead in this evolving landscape. Whether through earning certifications in platforms like Salesforce and Marketo or diving into coding and data science, the key to thriving in this space is adaptability.
Ultimately, while not all marketing jobs are tech jobs, many are becoming increasingly technical. As Martech continues to evolve, the industry will likely see even more hybrid roles emerge, making the ability to navigate both marketing strategies and technical solutions a crucial skill set for the modern marketer.
Allen is an award-winning Global CIO and CTO from China with extensive experience across various industries.
He is skilled in blending IT, R&D, and business.
His belief is: “Contributing makes me feel like I’m being useful to the planet.”