In an ever more competitive business environment, how can marketers ensure that their teams are not only equipped with the skills they need for their roles, but also “future-proofed” – able to keep up with the rapid evolution of marketing itself?
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Richard Robinson, Director at Econsultancy, spoke to four experienced digital marketing and ecommerce leaders at our second Quarterly Briefing of 2022 (register here to watch on demand), to find out how they tackle this problem: Jessica Myers, Director, Brands and Marketing at Metro Bank; Nikki Akers, Ecommerce Acceleration Director, UKI at L’Oréal; Antony Peart, Director of Brand and Communications at Haier Europe; and Kirsten Boileau, Learning Experience Partner for North America at SAP.
Data and analytics was one of the predominant themes. How can businesses work to make data and analytics more accessible, and in the process instil these and other needed skills into their organisation?
In January 2022, Marketing Week’s annual Career and Salary Survey found that data and analytics is the most commonly-identified skills gap in marketing departments – identified as a gap by 33.4% of respondents to the survey. As SAP’s Kirsten Boileau told Econsultancy in a recent interview, “Data is a huge concern. Marketers will need to have these skills eventually – we can’t rely on one centralised agency or person to make all the decisions for us. It’s just not scalable.”
While the temptation might be to continually hire for new team members who specialise in the skills that your organisation lacks, recruitment can be a costly strategy in economically tough times, with the most sought-after skills also the most challenging to hire for.