I think we all understand the world is changing fast. We must evolve and embrace it or get left behind.
Working with technology companies definitely keeps me on my toes and I wouldn't want it any other way. Behavioural targeting, as well as martech and adtech, has had a huge impact in our industry over the past few years. So I was interested to read this article that listed the six skills that have become the most important in modern day marketing and agencies:
- Data analysis
- Graphic design
- Social media
Copywriting is a universal talent that has stood the test of time and no doubt will continue. True, today's marketer has to think of a multitude of content forms as well catchy headlines but in essence it's easy to see why this is still top among the community's required skills.
But looking at the rest of the list, did these exist 20 years ago? In fact, how prevalent were they in marketing just five years ago?
In short today's talent requirements need 'old dogs to learn new tricks' - or to recruit, erm, 'new dogs'. Based on the recent intake of talent at Kingpin from our graduate and apprentice scheme, it's the latter that stands out to me.
These are digitally-literate individuals who think differently and thrive on disruption. And those are just some of the benefits we're seeing. It's been so successful that it's a programme we will continue to run and develop.
So my advice is simple. If you don't currently run a graduate and/or apprentice scheme I encourage you to do so. Having fresh, optimistic talent in the office is having a hugely positive effect on everyone here at Kingpin.
Or, to put it another way, our organisation is improving because 'new dogs are teaching the old dogs new tricks'.
According to Adknowledge, the majority of CMOs feel unprepared to manage evolving (and key) areas, such as data, social media, proliferation of channels and devices, consumer shifts in behavior, globalization, collaboration and influence. In other words, marketers are not prepared for this paradigm shift and the traditional marketer is facing extinction. In its place comes the modern, digital marketer (or marketing team).