If you have a passion for brands and a love for both data and creativity, you could have what it takes for a career in the new world of marketing.
Marketing is used by most organisations, be it banks, telecommunication companies, retailers, government departments or charities. The marketing industry has changed a lot in the last few years. Gone are the days of just creating a TV, radio or newspaper ad to advertise your product or service to the widest possible audience. Today’s consumers are savvier and technology has evolved rapidly, fundamentally changing how those consumers interact with brands and companies.
These days people spend a huge amount of time online – for work, play and naturally, shopping. This makes e-commerce and digital advertising a key area for marketers to reach consumers. The rise of social media has also transformed the ways brands can engage with their consumers. And there are other areas that are growing quickly like mobile and app marketing and email marketing.
New channels….new markets. Today’s marketer needs to have the creative talents of old, but now needs to understand all the new technologies that have come along.
In the old world, marketing roles were more limited in disciplines and skills and advertisers had a limited understanding about what was and wasn’t working when it came to their marketing. The future of marketing and advertising is more complex and the touch points are more diverse to reach a customer.
Changing customer expectations means that there is a need for continuous customer conversation and these are leading to a better understanding of what they buy and why. Because there is greater control in the hands of the customer it will lead to a better view into what marketers have to do to make them purchase
Roles have become more specialised because their functions require deeper analysis, understanding and insight of customer data.
Marketers now need to trained in:
- the use of data
- creative thinking
- content development
- customer engagement.
- product development
- marketing strategy
- brand management
- marketing research.
The good news is that there has been a 66% increase in marketing jobs since 2009, according to a recent Seek report.
While the roles in marketing and advertising are diversifying rapidly there are still opportunities, both client and agency side, in what are considered ‘traditional’ marketing roles like product development, marketing strategy, brand management, market research and product marketing. You will still see the need for traditional marketing assistants, coordinators, managers and directors.
But the new world of marketing has particularly seen an increase in demand for people with analytics and data skills. Those ‘data analysts’ that have the ability to understand and interpret data will be highly valued. Marketers who understand how to deliver creative through technology (the ‘creative technologist’) will also be highly sought after.
Top marketers will have the ability the link both the left brain and the right brain skills sets into their roles and the ability to open the door into actionable information but also having the ability to communicate effectively.
The future marketer will have the core skills of project management and marketing planning as well as an understanding of digital production and marketing technology. They will be data literate and able to define and articulate the customer experience – as well as the ability to engage the customer with content in a creative and meaningful way.
How to get there?
There are a myriad of tertiary education programs and vocational courses that you can choose from to help you become a marketer. It is important for you to consider the future marketing roles that will be available and develop your knowledge and skills to meet the demand for those jobs.
ADMA is one provider of marketing education, with a range of certificate and short courses that are designed to:
- make you think differently about how you conduct your marketing
- teach you best practice and set you up for the future
- give you breadth and depth of knowledge on each topic
- encourage you to think practically and use your knowledge in the real world
- provide you with insight from expert instructors with excellent case studies and,
- be a fun, interesting, engaging and memorable experience.
Find out more at http://www.adma.com.au/learn/certificate-courses/
Jodie Sangster is the CEO of the Association for Data-driven Marketing and Advertising (ADMA).