Agile Marketing in the Digital World
Why the Skill Sets of Today’s Digital Marketers Reach Far and Wide
Versatile marketers with blended skill sets are the cornerstone of agile marketing
Technology isn’t the only thing changing at lightning speed in today’s digital marketing environment.
So are the skill sets and culture that marketers need to keep up with in the increasingly results-driven marketing milieu where agile spells success — both for marketers’ brands and for their careers.
That shouldn’t be surprising when you consider the rapid proliferation of the digital channels through which companies and customers engage one another. But what may be less obvious is that, rather than call for segmentation and specialization, those multiple channels converge in the marketing department in a complex matrix. This matrix encompasses everything from modeling to analytics to actions to real-time adjustments.
This gnarly beast reflects the recognized need to give customers the seamless and positive experience across channels that they frequent today. But, as you can imagine, it also places new demands for versatility and agility on marketers who have to keep all of the balls in the air and deliver results.
Right brain + left brain = Integrative agile marketing
Of course cutting-edge marketing integration technologies are essential tools for doing just that, but agile marketing also requires unique traits on the human side of the equation.
Today’s high-performing digital marketer is a hybrid of sorts, blending both right and left brain attributes to fuse the creative and analytic aspects of the profession. A recent article in Marketing Land offered up one view of the traits that make for an ideal digital marketer. They should be digitally savvy, content-centric, socially apt, commercially aware, technically proficient, data driven, and results focused. But the publication also pointed out significant shortfalls in the number of digital pros who are fully prepared to excel at the hybrid challenge.
The article cited a recent study by Adobe that indicated that 40 percent of marketers are game for reinventing themselves in the agile era, but that only 14 percent of them had a strong sense of how to accomplish that. Clearly, there is a significant disconnect.
For digital marketers who possess the aforementioned traits , that represents both a challenge and an opportunity. Those who successfully adapt will likely be among the top performers and emerging leaders in the increasingly sophisticated digital marketing world.
The numbers are even more sobering for marketing firms and departments. It makes clear the difficulty finding professionals with the requisite skills to contribute to a businesses’ overall success. At the same time, however, it is clear that organizations will benefit from identifying and honing in on the traits that characterize a successful marketer in 2016 and beyond.
A Hinge University blog post emphasizes the role of agile marketing and “blended skill sets” for fostering greater adaptability in an ever-changing environment. Marketers who bring those skill sets to the workplace serve to improve prioritization and transparency, enhance productivity, and speed up analytics throughout an organization. To achieve such far-reaching results, the author says, marketers now need to be a blend of a traditional creative, a journalist, and an investigator with strong analytic skills.
Digital marketing is entering an exciting new time of agility
Today’s integrated technology is able to bridge all of an organization’s marketing data across channels, campaigns, regions and synthesize it into a single, comprehensive source of truth.
At the same time, customers themselves have disrupted traditional marketing approaches, and changed the playing field for the better. By their ready acceptance of multiple channels for doing business, and their insistence on a consistent experience as they move from one to another, they have set the ground rules for best practices in digital marketing. Now marketers have to step up and meet the challenge.
It’s those two developments, technological on the one hand and behavioral on the other, that make it necessary for marketers to expand their skill sets in order to achieve the level of agility they will need in the future.