Last updated: 00:01 / Thursday, 10 December 2015
Cerulli Associates

Two-Thirds of Marketing Managers Plan to Add Staff to Support Digital Transformation

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Two-Thirds of Marketing Managers Plan to Add Staff to Support Digital Transformation
  • The acceptance and embracing of technology into the marketing process has added a new flavor to marketing organizations
  • Acquiring more technologically-oriented personnel allows managers to enhance their ability to deliver content through budding digital channels
  • Cerulli Associates is a global analytics firm that provides financial institutions with guidance in strategic positioning and new business development

New research from Cerulli Associates finds that two-thirds of marketing managers plan to add to their staff to support their digital transformation needs, focusing on content, data analytics, and technology-skilled individuals.

 "When marketing managers are asked which trends are impacting their job, most respond with answers that are directly associated with digital transformation," states Pamela DeBolt, associate director at Cerulli. "Acquiring more technologically-oriented personnel allows managers to enhance their ability to deliver content through budding digital channels, such as blogs, videos, or social media. Another opportunity for hiring comes in the form of more analytically-oriented candidates. More and more, marketing groups are performing their own segmentations, engaging in predictive analytics, and attempting to measure marketing return on investment (ROI)."

In its new report, Cerulli explores digital marketing and how firms are using these digital technologies to promote their brand, build preference, and increase sales through various sales marketing techniques.

"Digital is a positive game-changer for marketing groups, contributing to more targeted segmentation, expanded delivery mechanisms, and more opportunities to build firms' brand," DeBolt explains. "Firms have been able to use innovations in technology to improve the scale and efficiency of digital marketing, and to get a better handle on the idea and implementation of big data for business intelligence/predictive analytics. To take advantages of these opportunities for growth, marketers must recognize the importance of adding skilled employees to better shape their organization to navigate the challenges they will face."

"The recent resurgence of product lines-in terms of both size and complexity-has led to a new demand for marketing professionals," DeBolt continues. "The acceptance and embracing of technology into the marketing process has added a new flavor to marketing organizations. More quantitatively-focused candidates have become highly desirable, as marketing heads look to fill positions surrounding analytics and measuring ROI."

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