Simply put, it's someone who understands marketing, understands technology, and understands people.
Marketing + Technology + Social Anthropology[^1] = Marketing Technopology[^2]
Online marketing is just marketing. The tools, methods, and mediums are constantly evolving. Marketing technopologists know this.
They are continuously evolving, experimenting, and adapting new marketing techniques. They know and use the principles of marketing.
They stick to the edge of the forest. They are comfortable at the boundary of the known and unknown. They constantly evaluate and look for signals of what's proven effective, what's on the way out, and what's coming next.
Today, "Crowdculture" is a force in marketing that is on the rise. It comes in two flavours:
The focus of my consulting practice is specifically in subcultures.
Finding the right ones for my clients. Helping them enter the conversation. Helping today's early adopters become tomorrow's cultural innovators.
Marketing technopologists have a unique ability to ask the right questions that help define, find, and apply feasible solutions given their current tech-stack.
They may not be able to code the solution, but they can read code and point to what's working and what isn't.
They 'see around the corner' and foresee the impact of digital technology on society and culture.
For smaller businesses and startups, they're able to prioritize and find simple solutions that free up money and time to focus on what's important. Serving and delighting customers.
For larger businesses, they apply and leverage technology that unlocks efficiencies and profits.
Most marketing fails because it's aimed at the wrong audience.