8 marketing skills you need to land your dream job in 2015
Post on 12-Jul-2015
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8 MARKETING SKILLS YOU NEED TO LAND YOUR DREAM JOB IN 2015
There are a lot of options in marketing and advertising.
There are a lot of options in marketing and advertising.
There are a lot of options in marketing and advertising.
There are a lot of options in marketing and advertising.
There are a lot of options in marketing and advertising.
There are a lot of options in marketing and advertising.
There are a lot of options in marketing and advertising.
Somehow, marketing has to keep pace with technology.
No easy feat.
Don’t worry. There’s good news.
The industry has a talent crisis.
opportunity.The industry has a talent crisis.
Are you ready to compete?
You need skills.
(This isn’t what I meant.)
Real skills.
Ones that agencies and brands want.
Consider this a primer for taking control of
your career in 2015.
Here are the 8 skills hiring managers want and need.
DATA SCIENCE
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We’re walking centers of data production.
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McKinsey estimates that by 2018, there will be 4 million
big data positions U.S.
Source: McKinsey Global Institute
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By 2020, we will create 50 times the amount of data
that we did in 2011.
Source: EMC
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There’s too much data.
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And not enough insights from this data.
A data scientist uses math and programming skills to create applications that can analyze large amounts of data to
extract social and economic value.
Statistical Analysis Data Collection and Mining
Machine Learning Predictive Modeling
Computer Programming Data Visualization
WHAT YOU NEED TO KNOW
AGILE MARKETING
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The campaign cycle is shorter.
Estimated Release Date: 10 Months
New Estimated Release Date: 10 Months
Tomorrow
Agile marketing takes the practices of software development and applies it to creating marketing campaigns. It favors
short-term planning, focuses on performing targeted tests and making incremental improvements, and values individual
customer satisfaction.
Scrum User Story Development
Buyer Persona Development Sprint Planning
Budgeting Marketing Funnel and Sales Pipeline
Reporting and Analytics A/B and Multivariate Testing
WHAT YOU NEED TO KNOW
CONSUMER BEHAVIOR
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Source: The Buying Brain: Secrets for Selling to the Subconscious Mind
95% of all decisions are made in the unconscious mind.
Source: The Buying Brain: Secrets for Selling to the Subconscious Mind
Emotions drive our decision-making.
Brands don’t need to fight for attention.
They need to understand how people choose, identify with, and connect with
companies.
What influences how, why, and who we buy from?
A consumer behavior analyst understands how communities work and what values
they hold — their rituals, hierarchies, beliefs, values, and conflict resolution
patterns. They make connections between behaviors and culture and can
identify sub-sets of cultures.
Ethnographic Research Relationship Dynamics
Human Diversity Market Segmentation
Cultural Themes Data Gathering
Statistics and Analysis Cross-Cultural Analysis
Focus Group Testing
WHAT YOU NEED TO KNOW
MARKETING TECHNOLOGY
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“To offset a depersonalized society, consumers crave recognition of their
individuality.”- FAITH POPCORN
People want personalized, relevant messages at the RIGHT time.
And brands need scale.
CREATIVITY +
TECHNOLOGY =
the Marketing Unicorn
A marketing technologist uses data and customer information to inform the creation of brand stories, information, and visuals to
engage prospects and customers on an individual level. This person maps the
buying journey and defines when and how a person will receive content that is relevant.
CRM Management Email Workflows API Integration
Reporting and Analytics Content Mapping
Buyer Persona Development Sales Enablement Lead Management
HTML & CSS
WHAT YOU NEED TO KNOW
CONTENT PROMOTION
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In 2014, brands realized …
Advertising is Content.
Content is Advertising.
Production went up.
Readers’ time and attention did not.
Social media platforms want brands to pay to play.
A coordinated campaign tied to an ebook or content offer generates 72% more leads
than a non-coordinated campaign.
Source: HubSpot
And promotion requires knowledge of all the options.
MEDIA RELATIONS
INFLUENCER RELATIONS
NATIVE ADVERTISING
SOCIAL MEDIAEMAIL
PRESS RELEASES
GUEST BLOGGINGSOCIAL SHARING
A content promoter thinks beyond creating one blog post or visual. This person
considers how a piece of content can create a major impact, how to package it, and what
platform or audience would be most interested in it. The skill requires deep
knowledge of content promotion platforms, social media, and targeting.
Content Promotion Strategies Native Advertising
Advertorials Pitching Editors
Influencer Relations Social Media Monitoring and Analytics
Conversion Optimization Email Marketing
WHAT YOU NEED TO KNOW
GROWTH HACKING
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“A growth hacker is a person whose true north is growth."
- SEAN ELLIS
They’re not worried about
QUARTERLY PLANNING
BRAND AWARENESS WEBSITE VISITORS
LIKES & FOLLOWERS
…Unless they are tied to GROWTH.
A growth hacker understands the product and distribution channels available, then use non-traditional marketing methods to achieve growth — typically in the form of
users for software platforms. Airbnb, Dropbox, Spotify, and Mailbox all used
growth techniques to make their brands household names.
Analytics HTML/CSS
A/B and Multivariate Testing Conversion Optimization
Digital Marketing Content Marketing
Marketing Automation
WHAT YOU NEED TO KNOW
MOBILE MARKETING
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$103 Billion
Source: Forrester Research
The predicated total interactive advertising spending in 2019
Source: Forrester Research
66%The percentage of growth
from mobile advertising
But mobile is a black hole for advertisers.
Tracking cookies don’t work.
No proof of ROI.
Brands can’t see a consumer’s movements across channels and devices.
New technologies (like Facebook’s Atlas) are changing this.
Which means brands can finally understand the value of mobile advertising
and invest in the right channels.
A mobile marketer understands how to tailor and execute campaigns that reach users on their personal devices. This is about more
than memorizing the ad unit sizes on a mobile device. Practitioners need to
leverage mobile games, apps, promotions, and online commerce to create an
experience or solve a specific need.
Programmatic Buying Display Advertising
Targeting and Profiling Geo-location and iBeacon Marketing Customer Relationship Management
Video Marketing and Advertising Native Advertising
WHAT YOU NEED TO KNOW
EXPERIENCE DESIGN
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- JEF RASKIN
"As far as the customer is concerned, the interface is the
product."
Customers want an easy, intuitive experience.
The experience of a brand isn’t separate from its
product or service.
User experience design allows companies to …
DIFFERENTIATE
User experience design allows companies to …
DIFFERENTIATE
DEFY COMMODITIZATION
User experience design allows companies to …
DIFFERENTIATE
DEFY COMMODITIZATION
INCREASE LOYALTY
User experience designers and architects understand how to create an intuitive, useful experience — whether for a digital project, a
product, or within an organization.
Business Modeling Human-Centered Design
User Research Usability Testing
Task-Analysis Process Prototyping
User Flow Mapping Buyer Personas Development
WHAT YOU NEED TO KNOW
Stay up-to-date on agency news, tips, and tricks in 2015.
SUBSCRIBE TO HUBSPOT’S AGENCY BLOG
SUBSCRIBE NOW
We wish you the best in your career in 2015!
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