2018年专业技能普查报告.pdf

1IDMPROFESSIONAL SKILLS CENSUS 2018The quantum marketing skills challenge.In partnership with:3Introduction 4Foreword Smart Insights 5 Four actionable takeaways from this research 6 -7 Executive summary 8 9Importance of skills in the marketing industry 10 17Skills gap analysis 18 23Training 24 28Changing marketing roles 29 Data Specialists 30 31 Data-driven Marketers 32 33 Generalists 34 35 Response Marketers 36 37 Strategic Marketers 38 39 Role progression 40 41Methodology 42 Survey respondents 42 43CONTENTS4INTRODUCTIONWelcome to the very first edition of the IDM Skills Census report, which we have created to investigate the skills marketers use day-to-day, as well as those needed to progress in their career.Marketing is evolving faster than ever, due to rapid technological advancement, proliferation of data and increasingly savvy consumers. In order to keep pace with the changing environment, attract and retain talented staff, organisations need to cultivate a culture of continuous upskilling and professional development. Relevant skills are essential for remaining competitive, delivering innovation and taking advantage of new opportunities.The IDM Skills Census looks into 33 skills, grouped into five categories: Content/Creative, Data, Direct/Digital, Management and Strategy/Planning. Overall, the study highlights how marketing roles are becoming richer, more data-driven and strategic in their nature. We are witnessing a conflation of roles and skills, with marketers needing to think more like data analysts and data specialists needing to think more like marketers.All five categories included in the IDM Skills Census survey show skills gaps, meaning that marketers anticipate having to use a wider portfolio of competencies and keep updating their existing skills to advance their careers. In fact, with 27 of the 33 skills showing a gap, the IDM Skills Census helps employers and marketers prioritise the most immediate and important areas. The survey suggests that employers need to invest urgently in training in 13 out of 33 skills, while also revealing that only 1 in 2 (51%) marketers have had training in any of these top priority skills. It is important that employers and marketers recognise that in the fast-changing environment upskilling is important for even highly experienced staff, especially when it comes to digital or managerial skills. So its worrying that less than 1 in 2 (47%) of the respondents with over five years tenure in their current company have had training in any of the 33 skills listed in the survey. Employers should rest assured that investing in professional training courses for employees does pay off. The IDM Skills Census shows that the majority of respondents applied their newly acquired skills in current workplaces. Less than a quarter (23%) took the skills gained in training elsewhere, which sometimes could be due to the lack of opportunities to apply those skills and insufficient recognition from current employers.Training is essential for closing skills gaps and boosting employee productivity and engagement. In order for a training course to be effective and deliver a return on investment, it is important to define training outcomes, how and where new skills will be applied, and choose a course that is assessed or certified. The IDM can help organisations and marketers achieve the best outcomes.Jane Cave, MD of the IDM5Improve data analysis and optimisation skills and a knowledge of AI:In common with other marketing skills surveys, this research shows the importance of customer insights, data analysis and reporting to career progression. In future, we will have opportunities to apply Artificial Intelligence solutions, so I recommend you develop the knowledge of machine learning which is crucial to many marketing applications of AI.Develop your integrated lifecycle communications skills:The report shows the substantial skills gap for many tactical marketing channel activities. Today, we need to deploy these both within campaigns, but also to support continuous always-on customer lifecycle activities for customer acquisition and conversion as shown in this visual for the Smart Insights RACE planning framework.FOREWORD SMART INSIGHTSFOUR ACTIONABLE TAKEAWAYS FROM THIS RESEARCHOur passion at Smart Insights is helping marketers develop their skills by learning about the latest digital marketing trends and best practices they can apply to support digital transformation in their businesses. So, Im delighted to be involved in shaping this first IDM marketing skills survey and summarising some of the many implications for skills development for you and your teams.Focus on the in-demand transferable skills:The research shows that the complexity of modern marketing demands good project management and data analysis skills. Developing a strategic integrated communications planning approach is rightly rated extremely important by the majority.Understand success-factors for channel optimisation:The many skills for inbound marketing and traditional marketing channels identified in this report shows the demand for marketers who have sufficient knowledge of channels to work with and challenge in-house specialists and agencies when reviewing performance and optimisation.1 23 4Dave Chaffey F IDM, Co-founder & Content Director of smartinsights6SMART INSIGHTS PERSPECTIVEFour actionable takeaways from this researchPaid mediaOwned mediaEarned mediaExperiencePrint/DM DisplaySearch PPCSEOContent MarketingInfluencer OutreachSocial MediaTOFU - Landing pageHome pageProduct pageRemarketingCROLivechatMarketing AutomationREACH ACTCustomer interactions and valueTimeDemand generation and purchase intentProspect - Database contactRepeat Customer and advocate7Dave Chaffey F IDM, Co-founder & Content Director of Smart InsightsDave Chaffey, F IDM is an IDM course tutor, author of Digital Marketing Strategy, Implementation and Practice and content director of digital transformation advice platform Smart Insights. He is creator of the Smart Insights RACE planning framework which defines 25 key activities to plan, manage and optimise digital marketing you can review in this digital marketing skills assessment.View Digital Skills Assessment.PersonalisationRemarketingMOFU - Landing pageCROBOFU - Landing pageSales calls Customer OnboardingPersonalised Loyalty ProgramPersonalisationRemarketingRe-engagement email programmeCONVERTPersonalisationENGAGELead Nurture + Engage others in Buying UnitMQLCustomerLapsed CustomerRepeat Customer and advocateMarketers say the most important skills in their current roles are Project Management (77%) and Communications Planning & Strategy (77%), Customer/User Experience (76%), Email Marketing (74%), and Data Analysis & Reporting (72%).When asked about skills that were important for career progression, Communications Planning & Strategy (87%), Analysing Customer Data/Insight (83%), Data Analysis & Reporting (83%), Project Management (83%), Optimising Campaigns (81%) and Customer/User Experience (81%).The Data and Management skills categories present the biggest gaps between current and future importance 13% and 10% respectively. Strategy/Planning has a smaller gap of 6%, but remains the most important area overall in both current roles and career progression.In all, 27 of the 33 skills show a gap in perceived importance for career progression and current roles. The six skills that dont are those that are already well-established: Direct Marketing, Email Marketing, Copywriting, Producing Content or Creative Work, Event Planning and Compliance and Legal.EXECUTIVE SUMMARYDirect/Digital skills Mobile marketing Marketing automation & integration Search marketingData skills Analysing customer data/insight Data analysis & reporting Data & database managementManagement skills Appraising employee performance Client/stakeholder management Presentation/public speaking Marketing financeStrategy/planning Optimising campaigns Briefing agencies & evaluating performance Communications strategy & planningThere are 13 top priority skills, where the skills are highly important for career progression and skills gap is the biggest, which include skills in four different areas:89Over a third (38%) of marketers had no training in the last 12 months on any of the 33 skills, but for those that have been in their current role for five years or more this rises to almost half (47%). While marketers that have been in their current company for two years or less are most likely to have had training in the last 12 months. The vast majority of marketers who took a training course did so in order to increase their knowledge base and/or help career progression, with 91% and 71% respectively. Further analysis reveals marketers roles tend to fall into one of five profiles: Data-driven marketers (27%), Generalists (24%), Strategic marketers (21%), Response marketers (19%) and Data specialists (8%). Each with a unique role and outlook on the key skills they need today and in the future. For the majority of respondents (52%), taking a course led to recognition within their existing organisation with 28% receiving a promotion. Less than a quarter of the respondents (23%) took their newly acquired skills elsewhere, which sometimes could be due to the lack of opportunities to apply those skills and insufficient recognition from current employer. However, for 4 out of 10 (39%) training did not result in any outcome beyond the direct skills acquired.10IMPORTANCE OF SKILLS IN THE MARKETING INDUSTRYOne of the key challenges currently facing the marketing industry is ensuring employee skills stay relevant in the fast-changing environment. To address this challenge, employers need to understand what skills are important for marketers future career progression vis-vis their current roles. They need to identify if there is a skills gap, and close that gap by offering relevant training to their employees. To help the marketing industry understand where there might be skills gaps, the IDM Skills Census asked marketers to rate the importance of different skills in their current roles and for career progression, on a five-point scale ranging from “not important at all” to “extremely important”. The list included 33 skills grouped into five categories: Content/Creative, Data, Direct/Digital, Management and Strategy/Planning.33 marketing skills and corresponding categories used in the survey