Younger marketers need seniors’ help to sharpen skills: report

Senior marketers need to do more to help junior-mid-level marketers hone their skills, according to research by the Association for Data-driven Marketing and Advertising (ADMA).

Why it matters

Skills that are shared more in relation to knowledge are planning, goal setting and strategy, while the skills that are less shared but with the same knowledge score are critical thinking, curiosity, opportunity, insight, learnings, communications strategy and campaign plan and tests.

Key insights

• The research, reported by Mumbrella,  found senior marketers lack the most in data planning, marketing technology and data management.
• Mid-junior level marketers are more adept than the senior-executive level at strategy and execution.
• The research, which included 136 marketing practitioners in Australia, also surveyed knowledge in discovery and planning.

Quote

“This gap is not the case for businesses that are e-commerce natives but more for those businesses that are coming from traditional disciplines who have had to quickly pivot and adapt to a new consumer expectation in a shifting, evolving and predominantly online environment” – ADMA Marketing Skills Assessment research report.

Sourced from Mumbrella