With this evolving era where marketing success is driven as much by data as by creativity, marketing professionals must understand the systems, platforms, and analytics that deliver and measure them.

A performance marketing professional, specialising in data-driven strategies, experimentation, and scalable growth, Dozie Amanze, who disclosed this, said professionals can no longer rely solely on traditional capabilities. “The landscape has evolved: audiences are digital first, campaigns are optimised by AI algorithms, and customer insights increasingly depend on data science, engineering, and automation.”

With AI, automation, and data engineering reshaping marketing at unprecedented speed, one marketer who has consistently championed the need for professionals to strengthen their technical competence is Amanze.

Working daily at the intersection of marketing and technology, he offers a grounded, insider perspective on why technical skills have become a non-negotiable requirement for modern marketing careers.

Amanze emphasises that professionals can no longer rely solely on traditional capabilities, noting that as the landscape has evolved, audiences are digital first, campaigns are optimised by AI algorithms, and customer insights increasingly depend on data science, engineering, and automation.

“Today’s marketer must think in both marketing and technical terms,” Dozie says. “It’s not enough to craft compelling messages; you must understand the systems, platforms, and analytics that deliver and measure them.”

He notes that the line between marketing and technology has effectively disappeared. Mastery of marketing automation platforms, CRM systems, analytics environments, and AI-powered advertising tools is now essential. “As a result, marketers are expected to work closely with data engineers, product managers, and developers to create seamless, personalised, and measurable user experiences.

“The global shift toward digital transformation has accelerated this demand. Organisations increasingly seek hybrid professionals who can bridge creative marketing with technical execution, and individuals who understand customer psychology, as well as the data pipelines that shape it.

“The modern marketing professional needs to be a hybrid, part strategist, part technologist,” he added.

He concludes that future-ready marketers will not only excel in communication and content but also embrace emerging technologies such as artificial intelligence and automation. Those who adapt will lead the next wave of marketing innovation, while those who don’t risk being left behind.