Digital Marketing

Why you need digital skills training for your organization

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Digital has transformed the world. Search engines and social media empower consumers at every customer journey stage.

Organizations must adapt to digital transformation to be successful and profitable. 76% of marketers believe that marketing has evolved more in the last two years than fifty years ago, meaning that upskilling is essential.

It will be easier for organizations to increase brand awareness, reduce costs, and drive revenue if they decide to engage their customers and prospects through a digital marketing strategy that is well thought out. Digital professionals are, therefore, an essential asset.

2016 Digital Skills Report reveals that despite digital’s unquestionable advantages, many organizations still resist using digital tools and technology. These barriers must be overcome if organizations are to continue to succeed. They may include a lack of budget or resources, a concern about losing control, or even a general doubt that digital will provide a return on investment.

The answer is simple. Short-term investment in digital skill training will pay off in the long run – empowering organizations and their employees, preserving their competitive edge, and ensuring they don’t fall behind.

We’ve listed some critical benefits below if you still need to figure out how a digital education strategy can benefit your organization.

Employees can be motivated by digital skills

There is a global shortage of digital skills that affects all industries. The recruitment of qualified candidates is a challenge for organizations of all sizes.

Smaller businesses are hurt by the competition to hire digitally-engaged professionals. They cannot match the lucrative salary and benefits packages corporate competitors offer.

Despite this demand, the digital skills levels could be much higher. When tested on their digital competency, marketers in Ireland, the UK, and the USA scored only 38% on average. It is also clear that many marketers know the need to enhance their digital skills to be competent.

As a result of this talent shortage, more and more companies are turning to international hiring to fill the gap. The easiest and most cost-effective option is to develop a local talent pool.

Adobe states that organizations planning to reach digital maturity want to develop and train their current workforce. The organizations recognize that training and opportunity for personal and professional development are often top priorities for their employees. They can become uninspired and disillusioned without it.

The training can be used to retain employees if organizations provide their staff with digital education. They will benefit from the new digital skills and attitude and gain a competitive edge.

Increased revenue can be achieved by leveraging digital skills

Digital tools and technology have profoundly affected the global economic system. Global online advertising revenues will surpass television advertising in 2016 for the first. Total digital advertising revenues will reach over 260 billion US dollars by 2021.

As more organizations recognize the benefits of digital, they are increasing their marketing and advertising budgets. A report by Capgemini found that companies with a higher digital intensity generate more revenue and are 9-26% more profitable.

Technological advances have been so significant that organizations must survive based on traditional marketing and sales approaches. Cold calling only engages 28% of prospects in conversation, and only 1% will convert to appointments. Digital empowers consumers, who rely less and less on sales representatives’ expertise. They do more research themselves. Companies need to revitalize sales and marketing functions to respond to this change in power. They should also use the same platforms and channels as their customers to reach out to them.

Digital skills will enable you to improve your customer relationships, become a thought leader in the industry and convert more customers throughout the customer journey. This potential can be released through digital skills training.

Digital skills can generate cost savings

“Spend money to make money” is a phrase we’ve all heard. What about spending money to save money? Your organization can accomplish both with a digital skill set.

The American Society for Training and Development collected information from over 2500 companies and found that organizations offering comprehensive training earn 218% more per employee than their counterparts with less extensive training. The simple act of motivating staff through skill training can save an organization a significant amount of money. According to the American Management Association, the cost to hire and train a new employee can be between 25 to 200 percent of the annual salary. Skills training can reduce costs by reducing unnecessary employee turnover. Other financial benefits include reduced labor costs, fewer lost workdays, and increased productivity.

The main principles of digital marketing are efficiency and cost-effectiveness:

A lower cost-per-lead can be achieved by using precise ad targeting.

Online, easy and instantaneous interactions with a segmented audience can result in more conversions at a lower cost.

Analytics tools can provide a wealth of information that will help refine your digital strategy and prevent unnecessary expenditures.

Gartner reports that 40% of companies claim to have experienced significant cost savings by using digital marketing to promote their services and products. These savings can be re-invested into digital marketing tactics and techniques to increase revenue at a lower cost.

Your organization can gain a competitive advantage by developing digital skills.

Strong digital skills are no longer an option for businesses; they’re necessary. Our latest skills report revealed that, despite this, organizations still need to be more engaged with digital. Digital engagement is only felt by 31% of US companies, 25% of UK organizations, and 40% of Irish ones. Employees generally agree that technological and digital changes should be moving slowly.

McKinley claims that 90% of marketing jobs require digital skills. Digital specialisms, compared to traditional techniques, are much more efficient, targeted, and measurable. Digital is an enabler of success that relies on data. It can simplify processes and reduce the effort involved while expanding capabilities. Digital tools and channels that can provide precise insights, translate them into action, and help to maintain a competitive advantage are a great way to leverage digital technology.

Social media platforms can be used to provide online customer service with a high level of precision, which will increase retention rates. Mobile marketing helps an organization establish a ubiquitous brand presence. Email marketing is a great way to nurture relationships with helpful content at each stage of the customer’s journey. Analytics tools can help you measure and optimize every campaign.

Lack of internal expertise and organizational commitment are the most significant barriers to digital adoption. To realize the full potential of digital for your business, you need to be equipped with the necessary skills to understand the benefits and take action fully.

Laurie J. Foster

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