Featured in CMO: Three Must-Have Members For Your 2016 Marketing Teamby Devin Weakland on January 4, 2016
This article appeared on CMO.com on January 4, 2016
How much thought have you put into your staffing needs for the new year? While you may have done some planning in terms of having enough resources to accomplish what you want, do you have the right resources to reach your 2016 goals?
If anything about digital marketing is true, it’s that evolution is constant and having the right people in the right roles is critical. (How to recruit and retain talent with the right skill sets and experience, however, is another story.) Here are the three types of players you’ll need on your team in 2016. They’re the ones who will lead the charge in creating and executing meaningful content campaigns that leverage timely content—and get real results.
1. Mobile gurus: When it comes to overall Web traffic, mobile is king. The future of shopping for Millennials (ages 18 to 35) is online, mobile, and conducted with short attention spans. Retailers should be aware that nearly40% of Millennials will use their devices to make purchases, even when they are inside stores. What does that mean for your business? Mobile experts are no longer nice-to-have team members—they’re essential.
The growth of mobile Web traffic is true both in terms of usage (particularly globally) and how search engines rank websites. With Google’s algorithms rewarding mobile-optimized sites more than sites designed for desktop viewing, digital marketing leaders need access to mobile developers, UX/UI mobile designers, and mobile marketers to stay ahead of the curve.
2: Video content creators: With a digital device in nearly every type of consumer’s hand at any moment of the day, the drive to create engaging, interactive, eyeball-grabbing content has never been more competitive. Little wonder why video content is at the top of the list, with industry experts proclaiming it nothing less than “the future of online marketing.” With Google owning YouTube and content having a higher-than-ever impact on SEO, it’s critical to have a strong content strategy in place—and a key part of it should involve the creation of video content.
In fact, according to Cisco, 69% of all consumer Internet traffic will be to video content by 2017, and video-on-demand traffic will have tripled. Ready to look into bringing on a video content expert yet?
3: Marketing automation experts: When it comes to executing digital marketing campaigns (and measuring results to iterate and improve future efforts), it’s all about the platform. Marketing automation platforms not only allow you to be more sophisticated in how campaigns are targeted and measured, they also allow for an unmatched agility that enables you to pivot and adapt as metrics and results come in.
So, as part of your planning activities for 2016, you may want to evaluate whether your current digital marketing platform is working for you. Make sure that you have people who understand how to navigate and maximize your solution.
Along with staffing your team in these three key kinds of roles, a related trend that shows no sign of slowing soon is digital marketing roles increasingly being filled by talent with a technology background, rather than traditional marketing employees shoring up their technical skills for the new kinds of roles. The ideal candidate in 2016 is a technologist transitioning into a marketing role; these folks can essentially write their own tickets.
Overall, the outlook is overwhelmingly positive—even bullish—for the right people with the right kinds of skills. Your challenge? Make sure your team includes talent who have the skills necessary to keep your digital marketing campaigns evolving and changing to meet and anticipate market demands into 2016 and beyond.
Laura McGarrity is vice president of digital marketing strategy at Mondo. She guides Mondo’s vision as a customer-centric company and oversees the company’s lead generation, customer engagement, and branding strategy through inbound marketing, including blogging, public relations, field marketing programs, search engine optimization, video marketing, and social media.
About this author (Devin Weakland)
Devin Weakland is a Marketing Generalist for Mondo.