The world of marketing is undergoing a revolution. With 50% of new marketing hires expected to have a technical background by 2015, the hiring landscape for digital marketing professionals is shifting with each emerging trend and technology.
So how can job seekers stay relevant? Knowing what’s hot and what is currently challenging senior marketing executives is half the battle.
Traditional marketing is long gone. Technology has given marketing a makeover increasing the importance of data and forcing marketing executives to prove their worth with real time numbers, insight, and analytics.
Data intensive technologies are being adopted and used at increasing rates with marketing professionals looking to capture, store, manage, and transfer large data sets and spit this information out in a user-friendly manner.
Giving meaning to the collected data is marketing automation. These platforms are used to capture information catering directly to the habits and preferences of customers based on prior interactions. Tailored messaging and targeted campaigns allow marketers to reach customers how and when they are most receptive.
The implementation and execution of these trends has created increased demand for the following positions:
- Cross-platform Engineer
Today, technical talent is expected to do more across multiple platforms with hiring managers looking for a well-rounded resource that can perform in a hybrid role.
Writing code, designing the look and feel of the platform, as well as considering the overall end-user experience across web, mobile, and tablet channels is key. Employers are looking for a one-stop shop employee that can carry out a project from soup to nuts over multiple channels from both a strategic and tactical standpoint.
- Big Data Resources
Architects, implementation managers, and engineers specializing in big data are what give life to the platform. Having an individual or a team in place to handle, interpret, and utilize the data is vital.
We are seeing an epidemic of companies implementing big data technologies and tools without a team in place to support the initiative. This leaves the team with an influx of information but no way to use it to gain insight and influence business decisions.
Similar to cross-platform engineers, big data resources need to be both tactical and strategic. Knowing the inner workings of the platform as well as the overall vision for the data- how it will be analyzed, implemented, and utilized; are what companies seek in today’s candidates.
- Marketing Automation Resources
Director of Marketing Technology, Marketing Automation Analyst, and Marketing Data Analyst are all resources dedicated specifically to running and optimizing marketing automation platforms-capturing customer habits, segmenting, and tailoring communication to reach customers in the most effective manner.
These resources have both creative and process oriented minds often producing written content in the form of emails, blogs, and offers as well as setting up the segmentation filters and the automation component of the process.
So how do job seekers adapt to these changes and stay relevant to hiring managers?
- Know the trends and understand the demands that marketing executives are facing today.
- Become the key to their problem and the support that they have been looking for.
- Often times this will require building out your skill set and working towards certifications that will help you market yourself and remain competitive.Remember, a functional resource instantly becomes more valuable when they bring a certification to the table and a backing of their skill set.