In today’s rapidly changing world, digital transformation is no longer an option for business. Yet, with digital at the heart of all things marketing today, there is no guarantee that business will survive this fast-paced modern industry either. It is a fine line to cross, and a workforce who is oblivious to these changes can be crippling to any organisation.
In a recent global survey published by The Economist Group and the Digital Marketing Group (Perpetual Evolution: The Interplay of Talent and Technology in the Future of Marketing), research highlights a dire shortage of critical skills and talent within this space. Based on interviews with more than five hundred international marketing executives, the report indicates that 74% of marketing executives are of the belief that the marketing industry faces a critical talent shortage of digital experience, marketing experience and soft skills needed to meet customers’ increasing demands.
The marketers identified ‘customer experience’, ‘strategy and planning / brand management’ and ‘data and analytics’ as crucial to their organisations’ success and business performance.
The survey further points out that many of these marketers will need to place a strong emphasis on recruitment and reskilling of their existing workforce equally.
With global marketing struggling to ‘future-proof’ organisations during this skill shortage, business needs to become diligent about ongoing employee development and agile teams in order to easily adapt to this constant digital evolution.
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