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Author: Neil Perkin

Neil Perkin

Neil is a renowned blogger, writer and the founder of Only Dead Fish, a digital and media consultancy that specialises in applying strategic understanding of social and emerging media technologies to help businesses innovate and optimise their effectiveness within the new, networked communications environment.

Neil has over 20 years media owner experience and was latterly the Director of Marketing, Strategy and Digital for IPC Media, the largest consumer publisher in the UK and publisher of multimedia brands including Wallpaper, Marie Claire and the NME. In this capacity Neil ran award-winning strategy, planning and consumer insight functions and was at the centre of defining and implementing the digital strategy for one of the largest media owners in the UK.

Neil has been active in the social media space for a number of years and his blog, ‘Only Dead Fish’, is one of the most popular and authoritative media and marketing blogs in the UK, as ranked by Advertising Age. He is a writer, commentator and a regular keynote speaker on content strategy, emerging media, digital commercial strategy and social technologies, and an associate of The Futures Agency, a collaboration of some of the world's leading media thinkers and futurists.

The ticking digital talent time bomb

In new research conducted by Econsultancy, one of the key barriers to growth was identified as finding staff with suitable digital skills.

For the Digital Marketing: Organisational Structures and Resourcing report, we also asked participants in the survey about the specific skill areas that they perceived to be the most difficult to recruit for.

Web analytics and data topped the list, followed by social media, and content marketing, indicating that there is already a potential skills shortage in these areas.

When respondents were asked which digital marketing disciplines they anticipated would be the key areas of growth in the coming year, the top answers were social media, content marketing, and web analytics and data.

The fact that those areas of predicted growth in resourcing were the same as those that are already listed as being the most difficult to recruit for means one thing: a looming talent time bomb.


Six ways to bring Agile Innovation into your company

SixI have a dislike for the word 'transition' when used in the context of describing the challenge of adapting organisational thinking, practice and output to be more aligned with the new networked, digital environment.

It suggests that there is a beginning, middle and end to the process of change that many organisations are undertaking right now. The reality, of course, is very different.

The requirement for businesses that play in the many markets that are being disrupted by new digital platforms and models is not just to innovate, but to continuously innovate. To adopt an approach to that is, I'd suggest, very different from that which is practiced in most organisations. Agile innovation.