Friday, March 23, 2012
I started off in business when marketing people were gregarious outgoing individuals. They were creative, fun people and intuitive thinkers. There was a science to marketing planning but the people who were involved in it were rarely strong on the sciences i.e. they were “right brainers”.
In the world of digital marketing the profile of people involved is very different according to a recent report published by Adobe/Econsultancy. In their “Quarterly Intelligence Briefing: Digital Trends for 2012” they highlight the need for specialist technical expertise across a number of disciplines such as search, email and affiliate marketing.
What that means for employers is that they require people who know the tools of the trade and how to use and they have statistical expertise to turn mountains of data in to useful information. Beyond that they need developers who can implement solutions effectively and efficiently.
The Adode/Econsultancy research identified that a lack of technical skills was a key challenge for 29% of businesses. In the agency world that number was 42%. There is a realisation that quantitative skills are essential if a business is to remain competitive.
In other words the day of the mathematician and the techie in marketing is well and truly here. Those with skills in these areas and a flair for the more traditional aspects of marketing are highly valued and sought after individuals. If you are one of them, polish up your CV or phone Adaptive!