The Talent Revolution in Digital Marketing

The Talent Revolution in Digital Marketing

          
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The Talent Revolution in Digital Marketing

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    Closing the Talent Gap

    The current talent gap could easily lead to a vicious circle, especially for those companies that are slow to address their shortcomings. Marketers that cannot attract, develop, and retain staff with advanced digital skills risk falling behind, since talent in today’s increasingly transparent marketplace is quick to recognize companies that do not measure up. The reverse is also true: talent attracts talent. Companies that commit themselves to transforming their marketing operations into agile outfits, with L&D playing a front-and-center role, have the opportunity to market themselves as go-to destinations for digital talent. Those companies that transform their capabilities first may be hard for others to catch up with.

    No company should underestimate the challenge. The research, which our experience confirms, shows that many organizations require a broad transformation of their digital capabilities just to stay in the game, much less lead the field. This means both upgrading basic digital skills, such as website management, search, and digital targeting, and rapidly developing more advanced skills, such as data analytics and testing, in channels such as mobile and video. But it’s not enough to address individual skills. Marketing organizations need people who appreciate the strengths and shortcomings of each channel and can marry this knowledge with a comprehensive understanding of the consumer journey, supported by technology to make use of the ever-increasing amounts of data available. The goal for forward-looking companies should be not only to “follow the consumer” but to get ahead. Given where many companies stand today, this is a tall order and will likely require a broad corporate commitment to a multiyear journey.