Digital disruption and the rapid pace of change mean no marketer can be an expert in every channel.
Writing for Marketing Week, Jonathan Bacon takes a look at how the rise of personalised marketing and digital channels has left employers facing an increasingly wide skills gap, as they struggle to identify exactly which skills they should be recruiting for.
Hays recruitment company carried out a survey of 300 executives and marketing managers in the UK. They discovered that companies working in today’s rapidly changing digital environment are experiencing a significant skills gap. The tendency has been to recruit staff who possess specific technical knowledge that will enable them to meet the latest technological challenges, but these new staff often lack the core marketing skills that they also need to succeed.