Bridge The Digital Marketing Skills Gap
Marketing, as we all have witnessed has changed in the course of recent years as the consequence of disruptive technologies and a contrasting change in consumer behavior.
This change continues to grow at a rate never experienced by the industry and as the role of marketer evolves day by day not many have been able to keep up with this Digital transformation. According to a recent report from The Economist and Business Intelligence Unit, ‘The Rise of the Marketer’ over 80% of marketing executives expressed the need to rebuild their marketing strategies that are in line with the present digital landscape to better bolster business objectives. A further 29% stated earnest change in their skills was required.
While the IT industry and cyber security have been familiar with the term “Skill Gap”, marketers are now on board for the same and the skill gap is very real.
This blog finds 5 ways by which your organization can fill the Digital Marketing skill Gap.
Let’s first understand … What is a “Digital Marketing Skill Gap”?
“A Digital Marketing skill Gap is the difference between the skills required to conduct an effective online marketing campaign and the actual skills possessed by a marketer.”
- Harvard Business Review, New York Times
HOW TO FILL THE DIGITAL MARKETING SKILL GAP
WILLINGNESS TO INVEST
Considering that a Digital marketing requires investment to run a campaign just like the traditional marketing does, it calls for the willingness of upper hierarchy to address the need of the present times. While marketers see its potential and believe that social media is central to the overall marketing strategy, without buy-in from top management, digital marketing will not deliver results because it was never invested in to enable it to.
EVALUATING THE MARKETING TEAM’S SKILLS
The Digital ecosystem is ever developing and with New Features, Platforms and Changed Algorithms, you first have to understand the levels of skills required to be incorporated in your marketing system to identify where the skill gaps are. Once you evaluate what skills and capabilities are lacking in your organization you can define and prioritize which capability you have to up-skill or outsource.
A recent study by SkilledUp found a critical deficiency in 90% digital marketers and difficulty in hiring content marketers or marketers lacking skills to implement content marketing strategies. Other areas that required skilled individuals are SEO, Email Marketing, Social marketing, analytics and digital media monitoring.
To be the best game player in the digital space you must consider the skills that a digital marketer needs to succeed in an always-on, connected world. This dynamic market environment requires a marketer to be more agile and responsive to the changing circumstances. If you are not providing essential training to your staff now and then, you are actually neglecting the value of training in terms of how it can drastically improve the marketing output.
Furthermore, there is a wealth of knowledge online. The internet is full of blogs, podcasts, webinars, white papers and much more. There are also a few Digital Marketing training Institutes that run professional development courses which could be a great use of your firm’s next training day.
OUTSOURCE, IF YOU CANT UPSKILL
When you use the right people, outsourcing can be an effective way of managing short term requirements and long term upskilling that may be more cost effective than hiring that talent internally. Having and training existing talent in-house will enable you to work better with outsourced talent, digital has to be driven internally or it will never bring results.
FORGET 9-5, THINK 24/7
Technology has empowered day in and day out connectivity obscuring the lines between work and personal life and for each moment there are connected consumers who expect brands to be online when they are. You as a marketer need to be super connected, responsive and contactable out of typical working hours to engage with your consumers. Remember that social media is in Cyber space, not office space or office hours!