There are five key ways businesses can address the increased digital marketing skills gap, and Teradata marketing manager Ally Burt tells B&T what they are.
The increased digital skills gap is highlighting the high demand for marketing technologists. The stock of professionals to fill these roles is still spread relatively thin, which prevents businesses from innovating.
The marketing industry needs to take a closer look at why the digital skills gap is occurring and what we can do to address this. Teradata Marketing Applications recommends four ways businesses can address the skills gap:
1) Identify the gaps
Businesses must take time to properly understand the extent to which the skills gap affects them. It is important to understand what skills are currently present, which specific skills are needed, whether the business is ahead or behind the competition, and which skills are business-critical.
From here it is possible to prioritise efforts to address the problem.
2) Retrain before you re-hire
Organisations should review if existing marketing staff can be retrained to fill new marketing technology (martech) roles. By tapping into the existing talent pool, businesses can avoid wasting resources on a potentially fruitless search for new talent.
They can also encourage increased staff loyalty by creating opportunities for professional growth and demonstrating commitment to existing staff. Australia has a relatively small talent pool when it comes to new and emerging skills.
If an organisation needs to boost its expertise in a specialised field such as martech, it might be faster and easier to re-train someone in the business, than finding them externally.
3) Hire curious minds
Given the rapid pace at which technology shifts and develops, businesses should consider hiring people driven by their curiosity. Marketing employees that are resourceful and have the flexibility to adapt will be best suited to develop their skills as determined by the company’s particular skills gap.
4) Develop leadership in digital
The marketing industry has come a long way but there is still a fear of digital at a senior level that filters down through an organisation. Organisations need leaders who will help to drive the digital success of a business and prioritise training for this.
Businesses that encourage ongoing learning in digital skills can help to build digital confidence across the whole workforce.
5) Collaborate with education institutions
Looking ahead to help further close the skills gap, we need the industry to focus on helping education institutions to ensure that their syllabus has a focus on digital. It is vital to educate students and ensure they learn the essential skills and knowledge required to address the martech challenges businesses are facing.
Graduates with these skills will be in high demand from future employers. We need to ignite a passion for marketing in the younger generations by educating them as early as possible about what a modern business does and the skills sets needed.
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