Skills, talent and marketing careers
“The rapidly changing social landscape has created both opportunities and challenges for marketers. As such, employers are looking for ever wider – yet still somewhat ambiguous – skillsets surrounding content creation, resource management and analytics.
Much as traditional marketers abided by the ‘five Cs’ of communication, today’s most sought‑after marketing talent is beginning to hone its skills around the emerging ‘five Cs’ of digital marketing. Professionals looking to propel their careers in the field should take note of how expectations have shifted in the digital age:
- Credibility: just using software and online platforms is not enough, professionals must understand the analytics to support marketing activity. This includes being able to gain actionable insight from big data and demonstrate ROI to the board.
- Coordination of resources: marketers must be strategic in their approach and able to manage all resources at their disposal – from internal teams to external agencies. The successful practitioner must demonstrate a high level of business acumen.
- Content: there is high demand for content creation experts who can develop a strong corporate narrative. The best professionals will need to demonstrate they can create imaginative, engaging, ‘sticky’ content that is tailored to each channel.
- Channels: in order to develop an integrated approach to channel management, today’s marketers must demonstrate that they have an understanding of the full digital marketing mix – including emerging platforms – and how they complement each other. Those who are able to use their knowledge and their network to identify and prioritise the best platforms will develop a channel strategy that encourages engagement.
- Courage of convictions: today’s marketers are writing the rule book on communicating in the digital age. While their predecessors followed tried and tested methods to increase awareness and drive sales, practitioners today must have the confidence and tenacity to forge their own paths. Every professional now needs to be an evangelist of new marketing communications practices to stay ahead of the curve.”
Read original article here.