Posts tagged with Modern Marketer

Our Modern Marketing Manifesto revisited

It is now just over two years since we published the final draft of our Modern Marketing Manifesto.

At the time we were trying to articulate a kind of marketing where ‘digital’ was not separate. We identified twelve constituents of this ‘modern’ marketing each with associated tenets. 

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How to interview for soft skills

The 'digital skills shortage' and 'war for talent' have been well explored by consultancies, comprehensively covered in the media, and felt first-hand by hiring managers trying to find the perfect person to join their team. 

Quite simply, right now there are a lot of digital jobs and not enough qualified candidates.

So when the preferred specialist knowledge and experience is out of reach, how do you identify someone with the right blend of 'soft skills' who could learn the technical aspects of a role?

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15 essential skills for modern marketers

What are the skills needed by marketers to be succesful in the future?

In our research for the Skills of the Modern Marketer report, we asked senior level marketers that question and have come up with 15 essential skills - organised into three 'top five skills lists' for marketing.

Why three lists? When we asked respondents about the skills essential to marketing there was a surprising focus placed on the soft skills.

So in addition to the usual broad knowledge areas and vertical skills areas, marketers need the right soft skills to be able to work across the organisation. The best ideas will founder without buy-in across the organisation and support from multiple teams.

Marketers also need to be able to adapt quickly in response to the rapid pace of change all around us.

So that leaves us with three top five lists, one each for soft skills, broad skills and technical skills.   

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Have changes in modern marketing led to a soft skills revolution?

Are the demands of modern marketing creating a re-prioritisation in skills requirements?

Research conducted for Econsultancy’s new Skills of the Modern Marketer Report indicates that marketers are attributing more value than ever to so-called ‘softer skills’, alongside the more traditional vertical expertise that recruiters look for.

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