The digital era has disrupted the traditional marketing methods. In order for marketing leaders to stay relevant, not only do they need the right talent, but they also need to be immersed in technologies that will transform the way they engage with customers.
The marketing industry has seen dramatic advancement over the past 15 years and has shifted from traditional methods to embracing the digital movement. We’ve changed how we consume information, digest knowledge, share thoughts, design products and as marketing departments experience rapid structural development, there will be a shift in methods on how money is spent and resources allocated.
It’s critical to bridge the gap between technology and marketing. The time is now CMOs and CIOs to join forces to work hand in hand, embracing development, design and creative services.
With talent that’s both technical and creative, marketing departments will be equipped to handle the future demands. The digital era requires marketing departments to be forward thinking, to bend with the curve, and to welcome and prepare for the demand. There’s an abundance of information available and being able to stay on top of current trends and market shifts is crucial.
The below mentioned information is a survey conducted by www.mondo.com
among 200+ digital marketing executives to hear their thoughts on the future of digital marketing and the way it is evolving.
Key findings of this survey:
Technology is Transcendent
Adapt to Succeed
- 72% Believe that the traditional marketing model is no longer sufficient in regards to the ever-changing world of digital marketing.
- By 2016, over 50% of all digital marketing hires will have a technical background.
- Customer Engagement is the #1 objective for Digital Marketing Departments
- In the next 3-5 years, The Digital Marketing Workforce mix will be 1:1 per cent freelance to permanent
98% of respondents see the role of traditional marketer continuing to change at a rapid pace. Top three forces that will be driving the change are:
Channels that will be most valuable in driving customer engagement:
- Increased number of channels and platforms to reach audiences
- New/Innovative ways to think about customer engagement
- The challenge of breaking through the noise in order to reach the target audience
Marketing executives believe that these 6 channels will be most valuable in driving customer engagement. Below mentioned are the current and projected (3-5 years) usage of these channels:
- Mobile: 24% Current and 70% Predicted
- Video: 13% Current and 61% Predicted
- Email: 59% Current and 55% Predicted
- Search/SEO: 16% Current and 20% Predicted
- Web: 32% Current and 53% Predicted
- Social: 38% Current and 49% Predicted
Evolution of technology and marketing worlds colliding has forced the way in which employers hire and retain the top talent. Technical skills will prove to be critical to digital marketing teams and initiatives – these skills will become a must have for hires
According to Gartner Study, by 2017 marketing technology will surpass IT technology Budgets. On average marketers spend 1/3rd
of their budget on social and digital marketing.
- Finding Skilled Talent
- Cost of Quality Staff
- Attracting Top Talent
- Culture Fit
- Retaining Top Talent
Who’s Getting Hired? (Based on next 12-18 months)
Are your objectives aligned?
- Digital/Social 54%
- Content Creation 44%
- Big Data/Analytics 33%
- Mobile Strategy 30%
- Search/SEO 28%
- Operations 27%
- Creative Services 24%
- Product/Brand 22%
The key to any relationship is being on the same page – and that’s no different when it comes to your company and department’s vision. Without that marriage of ideas and agendas, it’s hard to succeed. The more aligned you are, the greater the ROI, and the better the results. After all, you are the company you keep.
75% respondents agree that marketing departments are becoming more important to their company at large.
Obstacles that can prevent you from being successful in your role!
- Lack of budget and resources available
- Dysfunction and Friction over priorities across the company
- Confusion over roles and responsibilities
- Organization inability to adapt to new changes