With increasing demand to demonstrate genuine value to the bottom line, Australian marketers are being challenged to upskill or face the very real likelihood of being left behind.
Recent research conducted by The Association for Data-Driven Marketing & Advertising (ADMA) shows marketers are struggling to keep up-to-date with advances in technology with education, resourcing and budget constraints contributing to the knowledge shortfall.
“The marketing landscape has fundamentally changed and with this change, a new skillset has emerged. Being able to interpret and use data and be agile and equipped to make full use of new technology such as machine learning, has become a fundamental part of every marketing team’s toolkit,’ said Andrea Martens, Managing Director of ADMA.
Of those surveyed, customer journey management and marketing automation were the top two skill gaps identified in most marketing teams.
“There is a huge desire from the marketing community to continue to develop these skills. With this knowledge, marketers can have the ability to transform the way they go to market with smarter and more tailored solutions that not only meet but exceed customer experience expectations,” said Martens.
Andrea believes the fight for budget will also be influenced by the ability for marketing teams to show how their work is genuinely delivering a good return on investment.
“CEOs are always going to have to make smart investment choices. Marketers need to get better at proving how they can have a positive impact on the bottom line. Technology and data analytics can help them do that.
“It’s a challenging environment for any marketer. Businesses need to invest in their marketing teams to ensure they have the skills to build and execute programs that deliver real impact,” said Martens.
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