The war for digital talent is already here
Companies need new positions for “digital talent” to run your marketing.
- March 2012
- Chief Content Officer is a role that is sneaking up on senior management as the growth of multimedia publishing grows. As budgets shift to digital, a tidal wave of content is infiltrating online and offline channels to personalize customer experiences, inform a range of communities, or enhance customer education and service. Much as product supply chain discipline stemmed from the explosion
“Chief Content Officer” is a role that is sneaking up on senior management as the growth of multimedia publishing grows.
- Marketing PMO leaders are increasingly supporting CMO’s by coordinating complex streams of activity (Project Management Office discipline) into rapidly changing organizations. As they become more “digital,” marketers are implementing changes in their day-to-day operations, designs for new processes and roles, significant IT infrastructure changes, coordination of fluctuating partnerships, and many others. Staying on top of all of these changes is impossible when most of the organization needs to also focus on day-to-day execution of the activities that deliver the P&L. These PMO leaders are also finding that the changes never end. Shifts in channels, data needs, and capability development programs all require non-stop adjustments to any well-made “roadmaps.”
- Data whisperers are those analysts who can coax meaning and insights from the increasingly sophisticated and massive data sets available today. As the recent McKinsey Global Institute article on “Big Data” reported, customers generated an estimated 6 “exabytes” of data in 2010 (the equivalent of about 30,000 Libraries of Congress). To make sense of all this information, MGI estimated, in the US alone, a need for 1.5 million more data-savvy managers and 140,000 – 190,000 deep analytical positions. These are the “data whisperers,” the people who can guide the views into the massive quantities of data and pull meaning from them. These insights will be critical to improve cross-selling, channel optimization, and customer micro-segmentation.
- Community manager is already an increasingly common role but what makes it particularly interesting is that it has the potential to be a feeder for future top marketing leadership. These are the folks on the front lines who are becoming the masters of social media. They listen and react to the market, stimulate conversations, and pull in the right people in a company to respond when the buzz raises operating issues or threats. This ability to form connections with customers across the entire decision journey gives community managers the unique ability to “read” the market. As they master the analytic tools that can help them spot the competitive battlegrounds and open opportunities, they can gradually build the balance of softer emotional skills and harder quant acumen that increasingly defines a well-balanced marketing leader.
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