Developments in the field of data and its use will further stimulate the marketing sector this year. With proper analysis and use of this information, companies can develop more specific and more targeted marketing campaigns. This year, professionals who can turn large amounts of data into actionable insights are in high demand. Our specialist consultants speak every day with both employers and marketing professionals. This allowed us to identify the top 10 skills that companies can use to progress.
1. Data-driven customer insights
Extensive data-based customer insights are crucial to any strategy. This already received a lot of attention in 2018 and that has only increased in 2019. Experts who can not only translate, interpret and understand these insights, but also use them to contribute to a strong commercial strategy, are essential. A sustainable return on investment (ROI) is vital for any business. Because marketing is crucial to growth and strategy, ROI on marketing activities is now more important than ever. Budgets are closely monitored and organizations expect more from their marketing activities. Tools to ensure key metrics are identified, tracked and reported play a key role. Professionals who know what metrics are important, how to measure them and what tools a team can use to do this can add real value in every marketing department.
2. Online marketing
Online marketing uses all internet channels to communicate the message about a company’s brand, products or services to potential customers. This includes email, social media, display advertising, search engine optimization to reach potential customers through the channels they use to read, search, shop and interact with others online.
3. Insight into marketing ROI
Keeping employees informed and sharing success stories contributes to a positive working atmosphere. Businesses of all sizes measure ROI to ensure their marketing efforts and budgets have maximum impact. The ability to communicate about successes and important learning moments is therefore highly valued. With many senior marketing professionals sitting on the board and participating in key meetings, communication about ROI has become essential to ensure marketing has a strategic voice in the business. “Not everything the marketing department does can be easily quantified in terms of sales,” explains Stefania Duijzer, senior manager of Michael Page Sales & Marketing.
4. Market development
For many companies, quotation management offers the opportunity to enter an organization. Once won, the contract provides the springboard for communication and relationship building, along with opportunities for cross selling and upselling and developing a long-term partnership. The quotation process is also becoming more creative. Companies are looking for a personal touch to stand out from the crowd and make the documents more interesting to read.
5. Internal Communications
Given the current political and economic climate, companies are faced with great uncertainty about what the coming years will bring. As a result, we see an increasing demand for excellent communication professionals for internal communication and change management. We see this mainly on the interim side of the market. There is an increasing need for good people for specific change projects and to roll out new programs. Internal and change communications professionals make a major contribution to the implementation of organizational strategy and share important information across the company to ensure top talent remains motivated, engaged and focused.
6. Brand management
Brand managers are responsible for the total management of a brand or brand portfolio and focus on the five pillars of brand management. This is essential in a market that is constantly changing and where competition is increasing. These professionals determine the pace at which the brand develops and responds to customer demand. This ultimately influences a brand’s performance and determines its success. Because a brand manager’s activities span a wider range of specialized marketing functions, including ATL/BTL campaigns, social media and product/brand development, these skills are essential.
7. PR
In 2018, there was a lot of emphasis, especially in more regulated industries, on PR campaigns. In part, this is because companies are being forced to abandon more traditional direct marketing methods and become more creative. With strong, cost-effective PR campaigns, companies can reach a new and more passive audience. They are also important for ‘branding’ a company’s brand. Ultimately, it is the relationship-building skills of a strong PR professional that allow a brand to forge stronger connections with journalists, influencers and consumers.
9. Product Management
The development of a new product that has more value for the customer. Product management can take many forms, depending on the size of the company involved. However, there is always a product manager who ensures that the product meets the objectives.
8. Category Management
As discounters have become dominant in the retail industry, analyzing shopper trends and streamlining category management is more important than ever. Retailers must optimize the use of category data to ensure they remain competitive in the ever-changing e-commerce landscape, where consumers are much more value-driven. Competition is fierce and continues to increase. This means that careful category management is essential for manufacturers.
10. Stakeholder Management
Effective management of stakeholder relationships helps to fully align an organization. As more and more companies move to a flexible working model, regular and effective communication about what this means is paramount. Simply put, good stakeholder management contributes to success. As leading recruiters with a global network, we have an extensive database of top talent who can take a company to the next level and stay ahead of the competition.
