Who is the digital marketer of tomorrow?
As the world continues to evolve at a rapid pace, marketing is but one of many professions undergoing substantial change. On the face of it the role of marketing hasn’t changed much from its core remit of driving new business and increasing revenue from existing customers. However what HAS changed is that the skill-set required to achieve the same results look vastly different.
Where marketing was once deemed as an ideas based profession, in today’s world of increasing transparency CEO’s are acutely focused on measuring the impact of their marketing spend and accordingly holding their CMO’s to account.
As such, today’s marketing professional needs to possess a delicate blend of creativity, digital savviness, and commercial acumen amongst a raft of other skills to be effective. Whilst the creativity aspect is generally a given for most marketers, the commercial acumen and degree of digital savviness can be somewhat more challenging skills to acquire.
The world of digital is complex and still in its infancy in many respects, so the reality is that most people are still on the journey. The difference is that some organisations have been more keen than others to embrace the move to digital. In most instances, the more conservative the industry the less likely they are to include digital in their strategy. Where you develop your skill-set is also critical to the future career opportunities available to you. If you find the CMO you are working for is still wondering what the big deal is about digital, it might be time to move on.
If you can’t measure it, it doesn’t count
In other words, it’s all about the return on investment. With budgets being ever scrutinised and CMO’s having to justify their existence and that of their teams, it has become increasingly important for marketers to be able to prove their worth in clear and measurable metrics. Whether it’s clicks, hits, likes, or shares you need to be able to clearly articulate the benefit of the campaign in dollars.
Whilst some would say this hardline approach can frustrate the creative process, it’s essential that there is a commitment to delivering against a goal – as they say what doesn’t get measured, doesn’t get done.
What do companies look for when recruiting
- Digital credentials – if you haven’t got them, get them stat. In this day and age there is no excuse for marketing professionals to not be across digital. There are various forms available to further your development including MOOC’s such as Aquent’s Gymnasium which offers free online courses to bridge the digital skills gap; or accredited university courses such as UTS’ Digital Marketing Executive Certificate.
- Commercial acumen – ensure your CV or portfolio reflects your achievements in relevant metrics and dollar values. Think size of the team you lead and the budget you manage.
- Commitment to professional development – if you take your craft seriously you should be benchmarking your experience against industry peers to ensure you’re ahead of the pack.
- Networking capability – clients expect you to be the expert. Leverage your third party supplier relationships, and learn from your digital and/or creative agencies
Don’t be afraid to make a move
Sure job interviews strike fear into the heart of many but don’t let that put you off. The most talented professionals are not afraid of taking risks and often see it pay off handsomely. In a trend based profession such as marketing, one of the best ways to keep your skills fresh is to work with different people, and to mix up your industry experience in addition to the size of organisations.
The key to keeping your skills relevant is diversification, and chances are you will pick up a range of new skills and capabilities that you wouldn’t have had in your portfolio if you had stayed in your old role. Just think, your best role might be ahead of you.
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Award-winning Australian recruitment agency, Firebrand Talent, ignites the careers of digital, marketing, creative, communications, advertising, & media talent. If you are looking for your next career move, check out the jobs we currently have on in Sydney & Melbourne.Back