Eighty-four per cent of marketers now regard the rise of the digital native as overwhelmingly the most important (or a very important) factor affecting marketing plans. So while we welcome the digital generation we must also re-tool our mind and skill sets to the new marketing order. This though appears to be the biggest hurdle.
Skills shortages, lack of experience and budget constraints as a hangover of the recession continue to plague the digital marketing landscape. While we are certainly not short of data, the problem is that not enough marketers understand how to extract its true value, whether that is in customer loyalty or data monetisation.
Our research found that modern marketers were split into distinct factions when it came to their strategies, channels and skills. Each faction has something to bring to the table but do these marketers span the full spectrum of skills needed to help their businesses flourish in the digital revolution? Read on to see if you recognise yourself in our archetypes and explore whether you have the skills for the future.
