So the conversation has shifted. It’s less about doing digital and more about doing digital right. In many cases, digital transformation is actually being led by marketing. It’s the biggest generator of data and the group that puts data to use most often. In fact, we have crossed an important threshold - CMOs now often outspend CIOs when it comes to technology.
Other than being a buzzword that has taken on a life of its own, why has digital transformation become so important? Consider this - some business leaders believe that 40% of all of the companies on the Fortune 500 list will no longer exist in 10 years. Only 60 out of the 500 companies on that list from 1955 still exist today. That’s only 12%!
The pace of digital innovation is only increasing, displacing old business models and outdated operating procedures. In their place is a new level of agility, a new level of commitment by the C-suite to embrace technology, and a renewed focus on improving the customer experience.
Seizing the digital opportunity requires building and maintaining a great team. "The utilization of data, emerging technologies, and advanced analytics combine to create a huge growth opportunity for those devoted to getting digital marketing right,” says Cheryl King, President of Aquent. “But even the best digital marketing technology needs experienced, savvy marketing talent to realize its potential."
The Six Essential Digital Marketing Roles
We assessed thousands of data points to determine the essential skills for our clients, and through that analysis, we produced our new Digital Marketing Hiring Guide. It details the six essential digital marketing roles and associated skill sets needed to create the most effective marketing organization:
- Digital Marketing Management
- Marketing Automation
- Search Marketing
- Digital Marketing Analytics
- Content Marketing
- Social Media
The new Digital Marketing hiring Guide not only catalogs these six essential skill sets, but also their 18 core capabilities, along with tips on how to build a team optimized for data-informed decision-making.
Because modern marketing organizations are nothing if not knee deep in data. A Digital Marketing Analyst can help develop in-house capabilities around techniques like “attribution modeling,” a method for helping marketers identify and double down on what’s working to maximize campaign performance and return on investment.
Data analysis like attribution modeling can be complicated, so how do you know if you’re making the right hire? That’s where the Hiring Guide comes in. “While it’s expected that your Digital Marketing Analyst has quantitative chops, what sets a great analyst apart is their ability to communicate insights clearly to both technical and non-technical audiences. They need to be able to distill a lot of data into a meaningful story that helps marketers and business leaders make smarter decisions—what programs and campaigns to grow and what to cut,” according to the Guide.
Besides a grasp of marketing fundamentals, the best analysts also bring the ability to do statistical modeling, and design “elegant systems that ingest, process, and organize relevant data.”
Not sure exactly how to define terms like attribution modeling, omnichannel marketing, or marketing automation? You’re not alone. On the more playful side of marketing, Aquent created the Marketing Buzzword Alert Barometer as a resource for business leaders who understand the value in keeping up with the latest marketing trends, buzzwords, and best practices.
The new Digital Marketing Hiring Guide, which includes the Marketing Buzzword Alert Barometer, will help you speak the language of modern marketing while assembling a team built to stay ahead of the digital curve.