Marketing technopologists

Just read a great article in the MIT Sloan Management Review, The Secrets of Marketing in a Web 2.0 World.

The authors interviewed more than 30 executives and managers in both large and small organizations that are at the forefront of experimenting with Web 2.0 tools in marketing and came up with a set of emerging principles for marketing:

  • Don’t just talk at consumers — work with them throughout the marketing process.
  • Give consumers a reason to participate.
  • Listen to — and join — the conversation outside your site.
  • Resist the temptation to sell, sell, sell.
  • Don’t control, let it go.
  • Find a “marketing technopologist.”
  • Embrace experimentation.

The marketing technopologist moniker caught my eye:


So who should direct a company’s forays into Web 2.0 marketing? A number of managers identified an ideal set of skills for an executive that go beyond those of a typical M.B.A. holder or tech expert. We coined the term marketing technopologist for a person who brings together strengths in marketing, technology and social interaction. A manager said, “I’d want to see someone with the usual M.B.A. consultant’s background, strong interest in psychology and sociology, and good social-networking skills throughout the organization.”

A future career path towards becoming a chief marketing technologist?

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