Since the COVID-19 pandemic and subsequent lockdowns, we’ve seen significant growth within the digital marketing and tech sectors nationwide and in Sheffield too. And this is the type of growth we would usually expect to see over the course of a decade.
Many SMEs rely on traditional marketing techniques such as print, television and direct mail to reach their customers. However, the pandemic saw more consumers researching and shopping online than ever before. As a result, businesses have had to adapt and change the way they reach their target audience and the trend for going online looks like it’s here to stay.
Sheffield-based Logica Digital explains how digital marketing allows businesses to reach their target audiences more easily and to measure the effectiveness of their activities too. But, there is a skills gap which makes it difficult for businesses to find the resources to do this.
What is the digital marketing skills gap?
As digital marketing becomes an increasingly important part of marketing for businesses of all sizes, it is becoming clear that many marketers and businesses lack the skills required to effectively utilise the channels available to them.
Let’s have a look at a few stats…
The tech industry accounts for 5.5% of the UK economy, and research shows it could add another £41.5 billion to the economy by 2025, generating thousands of jobs and providing solutions worldwide.
This growth is great to see but, the digital skills gap could eventually prevent organisations from taking advantage of advancements in technology as they develop at a faster pace than the skills required to apply the tech. Eventually, there will not be enough people required to do the jobs that drive innovation, slowing the pace of innovation down and slowing the growth of the economy alongside a cost of living crisis.
Overcoming the invisible skills gap
In addition to the skills gap in tech and digital marketing, is also the invisible skills gap – the lack of skills that many businesses don’t even know they’re missing.
Technical skills such as coding and graphic design leave a gap that’s easy to see. However, there are other skills that many businesses may not even be aware they’re missing. More businesses need to adapt their marketing strategies to keep up and stay ahead of the competition.
According to research, the two most in-demand skills for marketers in 2023 are digital advertising, content creation and curation. In addition, there are other key skills it’s worth being aware of if you’re wondering where to start when it comes to transforming your marketing.
What are the key skills you should be aware of?
Skill 1: Data analysis
Digital marketing generates a huge amount of data. To understand which activities are working and which aren’t, you need to be able to analyse the data coming through. Many businesses do not have the skills in-house to analyse data or how to use it to improve their campaigns. As a result, many businesses turn to digital marketing agencies with specialist skills in data analysis to ensure they get the best return on investment from their marketing budget.
Skill 2: Content marketing
Having the ability to create and distribute high-quality content that answers customers questions and solves their problems is a key aspect of any digital marketing strategy. To build an effective content marketing strategy, you need to fully understand your target audience and how content can help them on their customer journey from awareness to purchase and beyond.
Learn more about outsourcing content marketing here: 5 benefits of outsourcing digital marketing.
Skill 3: Social media marketing
Social media marketing is always changing and evolving as audiences change and new channels become available. If you want these channels to work as well as possible for your business, you need to stay ahead of the latest trends and best practices. However, we know how difficult this can be when you’re trying to run your business or when you don’t have a dedicated person in-house to take care of it.
What’s the impact on your business?
Many of the people in marketing roles currently lack the skills or knowledge required to implement a full or effective digital marketing strategy. Traditional skills and brand building are still important parts of marketing but these skills are not enough to solely rely on these methods in a digital-first world.
In a digital world, it’s essential to become more agile and adapt to changes in both digital and consumers behaviour to ensure that you are reaching the right customers, on the right channels.
Getting ahead now by either outsourcing digital marketing, upskilling existing teams or bringing experts in-house will position you far ahead of your competitors. Having the best digital marketing talent available to you will help to drive business growth and performance and will mean you’re well positioned once the economy starts to improve again.
Key takeaways
For your business to survive and succeed in the digital age, transforming your marketing team and strategy should be top of your agenda. You need to utilise the new channels your customers are using to make sure your brand is visible when they’re searching, researching and browsing online.
We know this can take time if you’re looking to upskill your existing marketing team or bring resources in-house. Outsourcing to a digital marketing agency can give you instant access to the skills and expertise you need to transform your digital marketing strategy, meet your customers online and transform your business.
If you’d like to learn more or claim a free digital marketing audit for your business to find gaps in your strategy, please Logica Digital.
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