Addressing the Marketing Technology Skills Gap

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Employee Engagement Strategies
Employee Engagement
As companies strive to cater more effectively to the omnichannel customer, many organizations find themselves struggling to find and hire marketers with required technology skills. For instance, while many marketing organizations have a voracious demand for people with analytics skills, just 26 percent of respondents to a global survey conducted by the American Management Association believe they have the ability to meet these requirements. Meanwhile, a study conducted by the Online Marketing Institute reveals that just 8 percent of respondents believe their employees are strong in all areas of digital marketing. A big part of the challenge for many marketing leaders is crossing over into a technological landscape where they have little practical experience.

As companies strive to cater more effectively to the omnichannel customer, many organizations find themselves struggling to find and hire marketers with required technology skills. For instance, while many marketing organizations have a voracious demand for people with analytics skills, just 26 percent of respondents to a global survey conducted by the American Management Association believe they have the ability to meet these requirements. Meanwhile, a study conducted by the Online Marketing Institute reveals that just 8 percent of respondents believe their employees are strong in all areas of digital marketing. A big part of the challenge for many marketing leaders is crossing over into a technological landscape where they have little practical experience.Certainly one option for marketing leaders who are on the prowl for tech talent in areas such as mobile, social, customer journey mapping, and other skills is to tap third parties who can help them to find or to supplement needed skills. Last week, I spoke with Jeff Cram, Chief Strategy Officer and Co-Founder of Connective DX (formerly ISITE Design), a digital experience agency that has just added new digital recruiting services aimed at helping organizations to address their digital marketing and customer experience skillset needs.

Connective DX, which had been providing its clients with recruiting and staffing services on an ad hoc basis, is seeing skills gaps in a few key areas, says Cram. These include people who have skills in designing customer experiences as well as marketers who are adept in leading the governance, structure, and editorial oversight of digital content management, says Cram.

In addition, many marketing leaders are looking for someone who can serve as a dedicated marketing technologist "who can help connect the systems to the (customer) experiences," says Cram.

In some companies, the IT organization is responsible for filling the technical skills needed in marketing. But as CMOs drive digital marketing and digital customer experience efforts, more marketing leaders will be playing an active role in figuring out the most effective ways to meet their rising tech talent requirements.

EXPERT OPINION
EXPERT OPINION