Customer-centricity and digital transformation highlight significant skills gap of marketers

18 Jul 2017

  • Digital Marketing

By: Alana Fisher-Chejoski

Around Peggy Olson’s time, the “Four Ps” – product, price, promotion, place – became popular as the foundation of what advertisers and marketers needed to know to master their job. Today, it’s far more complicated as the lines have blurred with the convergence of marketing, advertising, public relations, product management, digital media, communications, and publishing.

Most organisations and agencies have caught on to the fact that customer-centricity is important and is the driving force behind their decisions. To enable this focus on customers and the experiences they have, brands and companies are going through massive transformations.

On one end of the spectrum, IT operating models are being turned upside-down. These transformation programs allow for changes such as DevOps and Agile, that are required by those closer to the customer at the other end of the spectrum, who need a framework to go to market with new offerings faster than ever. Finally, the dog is wagging the tail.

So, what does this mean for those in the more creative spaces? Staying on top of the latest industry and technology developments is essential for those just starting out in their career and veterans, alike.

"There may be some luck needed to be a winner. And staying a winner will become increasingly more difficult as digital natives and others are able to build on top of the traditional foundations with the latest thinking, learning, and practices."

Those seeking professional development are using a variety of different learning channels to get ahead and ensure they remain relevant in their jobs. Though, with the many online and in-person courses that are available today, it is difficult to know where to start.

You only have to look at job descriptions today and you will see there is an expectation that you are literate in topics from cognitive computing and artificial intelligence, to understanding the difference between augmented reality vs virtual reality vs mixed reality and, at the same time, can advise on programmatic advertising while managing the editorial content calendar, before using data visualisation software to prepare for a presentation.

And you had better get out the industry glossary so you know what the difference is between DV, CLV, CRO, SEO, CMS, CD/CI, CPA, CPC, CPL, CRM, CTA, CSS, WOM, CX, UX, BX, and SOV…especially if you want to be a CMO!

This is especially important for those who are in mid to senior management and have not updated their skills and knowledge, skating by with a “Bradbury move” over the last few years – it’s not to say you don’t deserve to be where you are, but there may be some luck needed to be a winner. And staying a winner will become increasingly more difficult as digital natives and others are able to build on top of the traditional foundations with the latest thinking, learning, and practices.

When choosing a course that is right for you or your team, there are five factors to consider:

1. Relevance is key, so it is important to know who is teaching the course and are they aware of how things really work in the Australian market? Do they have relevant experience, or are they just delivering a curriculum?

2. Is the format right for you? Can you do the course online to fit it into your busy schedule, or do you need to attend in person, where you can meet others in an intimate learning environment?

3. Is your competency level a consideration for the course, so you are not in over your head, or thinking that you could have taught the course yourself?

4. What is your goal for attending a course? Do you want to feel more comfortable engaging with your colleagues, clients or teams, or are you looking to make a move to a new job in a related area or a promotion?

5. Price is important, but value is essential. Will the course deliver an outcome that helps you understand the challenges that exist in the Australian marketplace, at the right price and enable you to apply the learning and skills in your work?

Developing your marketing and advertising skills will help to make you more confident and give you credibility in the market and your job. For your teams, it can provide more job satisfaction and lead to higher retention rates. And with the ability to connect online or in person with others in a course, the networking opportunities can open many doors for future success.

If you want to stay ahead in these highly competitive times, register for an IQ course – the courses in data-driven marketing, digital, content, privacy, analytics or creative are delivered either online or in-person and led by the industry’s top subject matter experts and practitioners.

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