Core and technical skills gaps marketers face in post-Covid era
The marketing profession has evolved so much in the last few years. With every advancement in technology and subsequent change in consumer behaviour patterns, marketers are under pressure to respond. That is how the profession keeps up with market trends and stays relevant. However, Covid has significantly altered the landscape and changes are even more rapid. The post-Covid era has brought about big changes in how marketers can understand the needs of consumers and the innovation needed to engage them meaningfully. The result is a widening skills gap that the industry grapples to fill. Flock, a marketing research agency researched to understand the marketing skill gap challenges in the post-Covid era. Using over 40,000 points of data from its Flock Skills Assessment Tool, the agency was able to identify the top six current core and technical skills gaps marketers are facing in this new world. Joseph Ekeng writes.
Data, Tech and Digital Management
Marketers are faced with skill gap challenges when it comes to understanding the current issue within the data, tech and digital landscape. There is also a need for improved competence in navigating risks and applying consistent approaches across the organization, as well as realizing the opportunities that changes may present.
The report, suggests that the solution to this challenge is for agencies and brand owners to Identify markets that are doing well in this area, or create a steering group to develop best practices, how-to guides and immersion programmes
Flock also recommends the development of education, training and potentially online support services e.g. online tutorial videos
“You may also consider specifying marketing tech and data dedicated roles, or considering Marketing Operations teams,” the report said.
Channel Knowledge and Innovation
Agencies and brand owners are also struggling with how to optimise media channels for maximum consumer engagement benefits in terms of activating the right message, through the right medium, at the right place and at the right time.
The report recommends three solutions. First, creating channel planning formats and templates, or in-sourcing appropriate research and tools.
Secondly, brand owners should ensure that agency roles and responsibilities for integrated communications planning are clear, and the agencies collaborate on integrated channel plans.
Thirdly, brands should create an environment that encourages and stimulates innovation and provide agency contractors with remuneration incentives for innovation.
And lastly, create a ring fence of budgets for innovation “test and learn” pilot programmes.
Digital Media Integration
Digital media integration is another major skill gap challenge. This skill is about influencing the development of digital media strategy and implementing digital media transformation in line with the needs of the customer.
To plug this gap, Flock recommends that brands should have access to independent consultancy, not linked to the agencies.
Secondly, brands should invest in training to ensure teams have the means to understand the new digital media ecosystem.
Also working with agencies to develop ongoing transparent digital strategy, and reporting.
Digital Excellence
The report stressed that there was an obvious need in the areas of understanding, managing and executing a broad range of digital marketing /communications skills gaps.
Recommendation: Ensure a clear digital strategy as part of a broader marketing strategy. Also, clearly defining best practice roles, processes and KPIs.
Agency & Vendor Relationships
The need for brands to understand the type of agency needed to drive brand growth and manage an effective agency relationship has become more urgent.
The report recommends that brands ensure clear roles and responsibilities for agency management, and each agency is amped into an accountability grid. They should also ensure that agency management is a part of key marketing staff appraisals.
Budget Management
Marketers have long struggled with the ability to manage, analyse and understand the core financials of the business, and in this new world, this is still a key skills gap.
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