By: Richard Harris, Managing Director, ADMA IQ
Specialised digital marketing skills and hybrid roles will rule the marketing industry in the first half of 2018, according to Hays’ latest report.
The report has also identified 14 marketing and digital hotspots for the first half of the year, which include data analytics, digital marketing analysts, issues/risk and reputation managers and campaign marketing managers.
"...employers want all-round digital marketers who understand digital performance and have a high level of commercial acumen..."
Topping the list is data analytics professionals with a combination of hard and soft skills. Businesses have realised the power of data and analytics and are now looking for people who can not only unearth valuable insights but can also communicate these effectively across teams.
With ad fraud and brand safety a hot topic in 2017, it’s not a surprise that the demand for issues and reputation managers will be high this year. Having an understanding of the ad serving market and be able to understand attribution and measurement are essential.
The report also highlights a need for professionals with e-commerce and digital skills combined.
“Demand for such professionals grew during the second half of 2017 and shows no sign of abating,” Hays writes.
“For such roles, employers want all-round digital marketers who understand digital performance and have a high level of commercial acumen in order to drive digital sales.”
ECommerce is an interesting one and indicates the need for businesses to have an online engagement capability. This is a challenge for small to medium enterprises as it requires not only selling online but an understanding of how to market online to drive sales.
Interestingly, many of these hotspots are what we refer to as “job ready” – employers are seeking candidates for existing skills, rather than individual potential. We know that a lot of businesses resist hiring graduates as they lack essential skills and they don’t want to carry the costs of training. With an ongoing skills shortage in the industry, businesses will need to realise that investing in employee training and education will become key to long-term sustainability.
While these insights are helpful, they only highlight the roles in a broad sense.
At IQ, we have been pursuing a means by which we can help businesses define what skills they need and a way of assessing what gaps, if any, exist in a team. We have managed to define the actual capabilities that should be sought by companies and we’ll be sharing our first report later in the year.