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It is a common refrain on industry blogs - "marketers should learn to code" - but it doesn't really make sense.
Hands up, I've said it myself in the past. But what I was really referring to was learning the very basics of code, so marketers can get better at working with analytics, agencies and their tech teams.
A new study from BIMA and SapientNitro shines a light on some key issues for digital agencies as we head towards 2017, namely diversity, skills and Brexit.
272 digital agencies were surveyed, with key findings as follows:
Many people have heard of a virtual CFO, but a virtual CTO is a more novel concept.
However, the idea of getting technical advice only when you need it seems an elegant solution for lean startups who don't have the money to compete in a cutthroat jobs market.
B2B customer experience is the topic of Econsultancy and SAP Hybris' latest report.
The Tension in B2B Customer Experience Management includes an international survey of over 220 senior leaders at companies spanning a range of industries.
Though customer experience (CX) is impossible to universally define, the importance of slick customer interactions is paramount.
Yet, as the report reveals, there's still a way to go for many B2B brands.
Marketers in Australia and New Zealand are becoming more advanced when it comes to measurement, although there are still concerns around an inability to measure return on investment (ROI).
This is according to our new report titled ‘The State of Digital Marketing in Australia and New Zealand’ in partnership with Marketo.
As part of our Skills of the Modern Marketer research we set out to define the soft skills needed to be successful within an organisation coping with all the changes that digital transformation brings.
Although classic marketing skills are essential, these will have to be combined with more digitally focused skills – a natural gravitation towards collaborative work, adaptability, creativity, insights driven by data - in order to be well positioned within the broader organisation.
It’s becoming increasingly true that there is no longer such thing as a job for life.
The average worker today stays at their job for 4.4 years, according to the Bureau of Labor Statistics, and younger people only stay in their roles for only half that time.
As part of our report titled ‘Marketing Pain Points and How to Overcome Them’ in collaboration with SmartFocus, we surveyed more than 500 client-side marketers earlier this year to find out what their pain points were.
One of the key points that arose from the survey was a growing concern over the skills gap within the industry.
With more data, devices and channels to navigate than ever before, the role of a digital marketer has become increasingly complicated.
Yet people haven’t been put off and interest in digital marketing jobs continues to skyrocket.
Econsultancy’s Measurement and Analytics Report 2014 (in partnership with Lynchpin analytics consultancy) looks at trends in the industry, from skills and investment to technology and challenges.
I've picked up the report to take a look at how resourcing is changing in the world of data analysis. How many staff are companies employing to analyse data? What emphasis is there on new tech as opposed to people and process?
Enough with the rhetorical questions, let's take a look.
Analytics produces insights which drive business improvements, though more companies need to provide the staff and resources to make the most of this technology.
Skills shortages are most apparent in the use of digital analytics tools, statistical modelling and Conversion Rate Optimisation (CRO).
This infographic summarises some of the findings from the report...
Budgets for digital analytics technology and consultancy services are rising, but the pace of change has led to a skills gap in many companies.
Based on a survey of 1,000 professionals, this report looks at how companies are using analytics to drive revenue, the technology used, and the challenges faced.