"With the evolution of technology and with it society, the way companies deliver their products and services to people must evolve as well."
To be clearer: advertising and marketing must change to keep pace with the times.
Research by McKinley Marketing Partners highlights the broad range of skills marketing teams need in 2017, ranging from SEO knowledge and project management to email marketing and data analytics.
However, one of the frontrunners to appear in most marketing teams in the US and worldwide is content.
Digital advertising (creating web and social media ads) and strategic content creation and curation are among the most in-demand skills.
Overall, the study highlights the importance of having a comprehensive digital media strategy that makes the most of the content produced. SEO, advertising, and social media would not be very effective without a steady stream of engaging, high-quality content.
Interestingly, Project Management is at the bottom of the priorities list and appears as the least sought-after skill, but without a well-structured project plan to support the marketing strategy, all hard work can go to waste, so it should not be taken lightly.
I consider that with such a low rating, it is not a dedicated role in most marketing teams, but it is undoubtedly a skill we hope to have in most members of our team.
How does this research compare to the real-world situation in your business?
If you are thinking about expanding your current marketing team this year, the job market appears to be more competitive than ever, which is why it's important to know the trends coming this year and see which ones you can leverage for your business.