As channel marketing becomes more automated and digitalised, finding those with the skills to thrive in this new digital world is becoming more and more of a challenge.
The sudden arrival of Covid-19, and the changes it has brought to so many areas of our lives, has only amplified and expanded this need for a new breed of professionals skilled in digital and online marketing.
A recent study of channel marketing professionals, by UK-based PR agency Essential, discovered that 11% of those surveyed had closing the skills gap as a priority in 2020. 13% admitted to using an external agency to help close that gap and 15% claimed using an agency for specific skills was more cost-effective than hiring.
Although this is an encouraging trend for PR and marketing agencies, organisations can’t afford to neglect to tackle this ongoing challenge. Marketing is evolving at such a rapid rate that the skills gap is only going to expand if you don’t keep up. Consumers are now connected 24/7 in ways that were unfathomable even a decade ago. This constantly evolving digital landscape is leaving many organisations struggling to find their digital feet.
Regrettably, this issue is not easily resolved. Tasking a head hunter to source your next digital guru sounds easy enough, but individuals with expertise are in high demand. The cost may also be a prohibitive factor.
So how do you bridge this essential marketing skills gap?
Audit – review your team:
Turn the magnifying glass on those within. You may be surprised at the level of knowledge and skills your current employees possess that can be nurtured and leveraged. Focussing and investing in talent already in your business will be more cost-effective and potentially more fruitful.
Invest in digital marketing training:
The rapid digital transformation is having a profound effect on every aspect of business, society, and culture. Weaknesses in your organisations digital knowledge will create barriers when it comes to competing in the digital marketplace. Investing in digital training for all employees, no matter their role or seniority, to improve their skills and expertise will help bridge the skills gap, boost employee morale and confidence and arm them with the necessary tools to compete now and in the future.
Respond to change:
It’s not a case of deciding to invest in digital training, ticking that box, and moving on. Digital platforms and their capabilities are constantly evolving, so it’s essential to keep abreast of these changes and decide if all, or any, are essential for your business. Digital training has to be continuous and consistent to ensure you keep up.
Communicate and collaborate:
Try to break down the barriers in your organisation and nurture a modern and progressive work environment where employees can exchange ideas and flourish. Changing company culture to become a place where everyone is encouraged to share their knowledge and solutions can make a huge difference in staff development and creative output.
Be realistic:
The marketing role is now constantly evolving and it’s unrealistic to think any one individual or department in your organisation is going to be an expert in every new channel, platform, and tool available. Constantly monitor the skill set you have within and then look outside for those that you need to fill. Hiring freelancers with skills relevant to a certain project maybe more efficient. Using a specialist agency to cover one aspect of your digital marketing could achieve better results.
At this pivotal time for marketing, it is essential to embrace the phenomenal opportunities available through new digital channels. Keeping up-to-date with change and upskilling regularly is essential in order to stay relevant in an increasingly mechanised and digitalised world.
