Study Shows Marketers Struggling To Adapt.
Jonathan Butts, Executive Creative Director
If you worry that your marketing skills and efforts are becoming outdated you’re definitely not alone. According to a 2014 study of over 1,000 US marketing professionals, 81% of respondents say their roles are going to significantly change in the next three years. And amongst those marketers only 14% say they actually know how to go about upgrading their skills.
THE FUTURE OF MARKETING IS NOT FOR THE TIMID.
Over one half of survey respondents believe that ideal marketers need to take more risks. More than 70% say that expanded media channels/platforms, and new ways of thinking about audience engagement are driving change in the world of marketing.
BIG SURPRISE — PROFESSIONALS WITH DIGITAL SKILLS ARE IN BIG DEMAND.
Over the next 12 months companies say that workers with experience in social and mobile marketing, data analysis, content production, and SEO are seen as most critical for new hires.
THERE IS A SILVER LINING FOR TRADITIONAL MARKETERS.
For professionals who feel overwhelmed by rapidly evolving technology, platforms and channels, just remember this. For decades, direct response mavens have built empires based upon testing countless variables and then using the results to create high-potency revenue-generation campaigns.
Now is a great time for marketers to apply old-school rigor to putting eggs in new baskets and seeing what happens. The best way to stay current is to get out there and dabble, experiment, test and roll out the winners.
Study Source: DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. March 2014