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It’s easy to get confused about the marketing roles of today (Vision Executive, anyone?) You can remember the parts of tomorrow (Vision Executive, anyone?
A marketer can only do some things, regardless of how skilled or experienced they are. The future dream marketing team will be a group of people with specialized skills who embrace a culture of collaboration within the company, particularly with the sales and IT departments.
How does your team compare? Can you combine the best of all worlds: creative minds, analytics experts, and platform specialists? Here are the six essential skills your business must have.
Creativity
Innovation is essential to the modern digital marketing team as technology changes. When it comes to marketing, creativity is not only about technical skills. It’s also important to translate what a brand represents to customers most effectively.
Steve Jobs, a champion of innovation and creativity, believed the key to creativity was connecting things and experiences. Creative people can synthesize ideas because they have more experience or have thought about them more. Creative people are naturally curious. They ask questions and come up with innovative solutions that others can’t.
Think outside of the box to communicate your brand fun and engagingly. 60% of marketers create at least one piece of content per day. Having the ability to create engaging campaigns consistently that convert is a must.
Data Analytics
The amount of data is increasing at an astonishing rate. By 2020, it is expected that each person on Earth will have 1.7 megabytes worth of information created every second. This is a lot of data to gather and then process.
Even though 40% of companies use big data analytics worldwide, their results vary widely. Data, like content, needs to be used for a specific purpose. It can transform the way companies operate, manage talent and create value. Companies that quantified the benefits of data analytics reported an 8 percent increase in revenues and a 10 percent reduction in costs. This growth is a testament to the importance of data analytics in the development of any business.
While many companies use technologies to collect customer data, they are useless if no one can analyze the information and create strategies that will engage and convert. In addition to SEO, PPC, and A/B tests, marketing teams need the talent to implement conversion optimization to drive e-commerce success.
Content strategy and production
The way people consume content has changed drastically in the last two decades. Facebook’s popularity has grown so much that users share nearly 2,5 million pieces of content daily.
Brands need a strategy to help them stand out in the online noise. It is easy to create content, but it takes expertise to know where to place it and how to use it. Marketing teams must ask themselves why they make content and for whom it is intended to help or influence. This will allow an organization to understand its audience and its USPs. A cohesive content strategy and a robust production plan can help an organization use content marketing for audience building and to drive success, whether it is through increased revenue or reduced costs.
The future of content is shifting again as technology advances. It will move towards platforms like AI, bots, voice-based searches, and video content. Content strategists and creators can use this evolution to reach audiences in exciting new ways.
Social Media
Social media is a popular platform for marketers to interact with and influence customers. These platforms allow organizations to communicate quickly, directly, and personally with customers. They can also build and nurture customer relationships.
Consumption has increased dramatically on three of the most popular social networks in the last two years. Facebook, Twitter, and LinkedIn. Moreover, platforms like Snapchat and Whatsapp have given users new ways to share content. This makes it essential that your team has members who can leverage these channels.
Social media can be an excellent tool for a business.
Trust and reputation
Marketing budgets can be reduced by 60%
Create a constant stream of new leads
Increase your revenue
VR and AI Expertise
Although VR is still a young technology, spending on VR hardware is predicted to surpass $50 Billion by 2021. The combination of VR technology’s immersive capabilities and AI’s predictive analytics drives this level of investment.
Many brands have embraced this technology, but none has done so better than TOMs. They created a virtual-reality chair for their flagship store in California. ToM uses VR to convey its message. The brand’s mantra is “Our dream is for all children to have shoes one day.” The VR headset takes users to a remote Peruvian town where they experience a shoe-giving trip. A VO by the founder of TOM explains why the company was founded. It is a testament to great storytelling. The video shows the emotional impact of TOMs purchases and pulls at the heartstrings like no other platform.
Marketing leaders and their teams must be agile and willing to experiment. They should also have the ability to learn through an iterative process.
Mobile Marketing
Many organizations now use a mobile-first approach to their digital communication. This is because smartphones are more popular than desktops for browsing and reading online (51% as opposed to 42%). This approach helps brands better understand their customers as they move seamlessly between devices without thinking. This approach enhances the customer experience by enabling personalization and real-world connections with those interested in a particular brand.
In 3 to 5 years, marketing executives expect that mobile channels will drive 70 percent of customer engagement as opposed to social media (49%) and email (55%). This growth is crucial for many industries to maintain and drive customer engagement. The Wall Street Journal, too, is not an exception.
Mobile is set to be the dominant marketing channel in the future. Marketing teams will need specialists who can ensure a seamless customer experience and that their brands are front and center of customers’ minds.
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