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8 Marketing Skills You Need to Land Your Dream Job in 2015

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The advertising and marketing industry is facing a talent crisis. This means there is an opportunity for those looking to gain new skills, advance their careers, or change jobs. Learn about the eight skills marketing agencies and brands want and need to hire for in 2015.

Published in: Career, Marketing
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8 Marketing Skills You Need to Land Your Dream Job in 2015

  1. 8 MARKETING SKILLS YOU NEED TO LAND YOUR DREAM JOB IN 2015
  2. There are a lot of options in marketing and advertising.
  3. There are a lot of options in marketing and advertising.
  4. There are a lot of options in marketing and advertising.
  5. There are a lot of options in marketing and advertising.
  6. There are a lot of options in marketing and advertising.
  7. There are a lot of options in marketing and advertising.
  8. There are a lot of options in marketing and advertising.
  9. Somehow, marketing has to keep pace with technology.
  10. No easy feat.
  11. Don’t worry. There’s good news.
  12. The industry has a talent crisis.
  13. The industry has a talent crisis. opportunity.
  14. Are you ready to compete?
  15. You need skills.
  16. (This isn’t what I meant.)
  17. Real skills. Ones that agencies and brands want.
  18. Stay up-to-date on agency news, tips, and tricks in 2015. SUBSCRIBE NOW
  19. Consider this a primer for taking control of your career in 2015.
  20. Here are the 8 skills hiring managers want and need.
  21. 1 DATA SCIENCE
  22. 0 0 1 1 1 0 0 0 1 1 0 0 0 1 1 1 0 1 0 0 1 0 1 0 0 0 1 1 0 0 1 0 1 0 0 1 1 0 1 1 0 0 0 0 1 1 0 0 0 0 0 0 1 1 1 0 0 0 0 1 0 1 0 0 0 0 1 0 1 0 1 0 1 0 1 1 0 1 1 0 0 1 0 0 0 0 1 1 1 0 0 0 0 0 1 1 0 1 1 1 0 0 0 We’re walking centers of data production.
  23. 0 0 0 0 0 1 1 1 0 0 0 0 1 0 0 0 1 1 1 0 0 0 0 1 0 1 0 0 1 0 1 0 0 0 1 1 0 1 0 0 1 0 1 0 1 0 1 1 0 0 0 0 1 0 1 0 0 0 1 1 1 1 0 0 0 0 0 0 1 1 1 0 1 0 1 0 0 0 1 1 1 0 0 0 0 1 0 1 0 0 1 0 1 0 0 0 0 1 0 0 0 1 1 0 0 1 1 1 0 0 0 0 1 0 1 1 1 0 0 0 0 0 0 McKinsey estimates that by 2018, there will be 4 million big data positions U.S. Source: McKinsey Global Institute
  24. 0 0 1 1 1 0 0 0 0 1 0 1 0 0 0 0 1 1 1 0 0 0 0 1 0 1 0 0 1 0 1 0 0 0 1 1 0 1 0 0 0 0 0 1 0 1 0 0 0 1 0 0 0 0 1 0 1 1 0 0 0 0 1 0 1 0 0 0 1 1 1 1 0 0 0 0 0 0 1 1 1 0 1 0 1 0 0 0 1 1 0 1 0 0 0 0 1 0 1 0 0 1 0 1 0 0 0 1 1 0 0 0 0 1 0 1 0 0 0 1 1 0 0 0 1 1 1 0 0 0 0 1 0 1 0 0 0 0 1 0 1 1 0 0 0 0 0 0 1 1 By 2020, we will create 50 times the amount of data that we did in 2011. 1 0 Source: EMC
  25. 0 0 1 1 0 0 1 1 1 0 0 0 0 0 1 0 0 0 0 1 1 0 0 1 1 0 0 1 0 0 0 0 0 There’s too 1 much data. 0 0 0 0 1 0 1 0 0 0 1 0 0 0 0 1 0 1 0 0 1 0 1 0 0 0 1 1 0 1 0 1 0 1 0 1 0 0 0 1 1 0 1 0 1 0 0 0 1 0 0 1 0 1 0 0 0 1 1 0 0 0 0 1 1 1 0 0 1 0 1 0 0 0 1 1 0 1 0 1 0 1 0 1 0 0 0 1 1 0 0 1 1 0 0 0 1 1 0 1 0 0 0 1 1 0 0 0 1 1 1 0 0 0 0 1 0 1 0 0 0 1 0 0 0 0 1 0 1 0 0 0 1 1 1 0 0 0 0 0 0 1 1
  26. 0 0 1 1 1 0 0 0 0 1 0 1 0 0 0 1 1 0 0 0 1 1 1 0 0 0 0 1 0 1 0 0 1 0 1 0 0 0 1 1 0 1 0 0 0 0 1 0 1 0 0 1 0 1 0 0 0 1 1 0 1 0 0 0 0 1 0 1 0 0 0 1 1 0 1 1 0 0 0 0 1 0 1 0 0 0 1 1 1 1 0 0 0 0 0 0 1 1 1 0 0 0 0 1 0 1 0 0 0 1 1 0 1 0 0 0 0 1 0 1 0 0 1 0 1 0 0 0 1 1 0 0 1 1 0 0 1 1 0 0 1 1 0 0 1 0 0 0 1 1 0 0 0 1 1 1 0 0 0 0 1 0 1 0 0 0 1 1 0 1 0 0 0 0 1 0 1 0 0 0 1 1 0 1 0 0 0 ? ? ? 0 0 0 0 0 1 1 And not enough insights from this data.
  27. A data scientist uses math and programming skills to create applications that can analyze large amounts of data to extract social and economic value.
  28. WHAT YOU NEED TO KNOW Statistical Analysis Data Collection and Mining Machine Learning Predictive Modeling Computer Programming Data Visualization
  29. 2 AGILE MARKETING
  30. The campaign cycle is shorter.
  31. Estimated Release Date: 10 Months
  32. New Estimated Release Date: 10 Months Tomorrow
  33. Agile marketing takes the practices of software development and applies it to creating marketing campaigns. It favors short-term planning, focuses on performing targeted tests and making incremental improvements, and values individual customer satisfaction.
  34. WHAT YOU NEED TO KNOW Scrum User Story Development Buyer Persona Development Sprint Planning Budgeting Marketing Funnel and Sales Pipeline Reporting and Analytics A/B and Multivariate Testing
  35. 3 CONSUMER BEHAVIOR
  36. 95% of all decisions are made in the unconscious mind. Source: The Buying Brain: Secrets for Selling to the Subconscious Mind
  37. Emotions drive our decision-making. Source: The Buying Brain: Secrets for Selling to the Subconscious Mind
  38. Brands don’t need to fight for attention.
  39. They need to understand how people choose, identify with, and connect with companies.
  40. What influences how, why, and who we buy from?
  41. A consumer behavior analyst understands how communities work and what values they hold — their rituals, hierarchies, beliefs, values, and conflict resolution patterns. They make connections between behaviors and culture and can identify sub-sets of cultures.
  42. WHAT YOU NEED TO KNOW Ethnographic Research Relationship Dynamics Human Diversity Market Segmentation Cultural Themes Data Gathering Statistics and Analysis Cross-Cultural Analysis Focus Group Testing
  43. 4 MARKETING TECHNOLOGY
  44. “To offset a depersonalized society, consumers crave recognition of their individuality.” - FAITH POPCORN
  45. People want personalized, relevant messages at the RIGHT time.
  46. And brands need scale.
  47. CREATIVITY + TECHNOLOGY =
  48. the Marketing Unicorn
  49. A marketing technologist uses data and customer information to inform the creation of brand stories, information, and visuals to engage prospects and customers on an individual level. This person maps the buying journey and defines when and how a person will receive content that is relevant.
  50. WHAT YOU NEED TO KNOW CRM Management Email Workflows API Integration Reporting and Analytics Content Mapping Buyer Persona Development Sales Enablement Lead Management HTML & CSS
  51. 5 CONTENT PROMOTION
  52. In 2014, brands realized …
  53. Advertising is Content.
  54. Content is Advertising.
  55. Production went up.
  56. Readers’ time and attention did not.
  57. Social media platforms want brands to pay to play.
  58. A coordinated campaign tied to an ebook or content offer generates 72% more leads than a non-coordinated campaign. Source: HubSpot
  59. And promotion requires knowledge of all the options. MEDIA RELATIONS NATIVE ADVERTISING EMAIL SOCIAL MEDIA INFLUENCER RELATIONS PRESS RELEASES SOCIAL SHARING GUEST BLOGGING
  60. A content promoter thinks beyond creating one blog post or visual. This person considers how a piece of content can create a major impact, how to package it, and what platform or audience would be most interested in it. The skill requires deep knowledge of content promotion platforms, social media, and targeting.
  61. WHAT YOU NEED TO KNOW Content Promotion Strategies Native Advertising Advertorials Pitching Editors Influencer Relations Social Media Monitoring and Analytics Conversion Optimization Email Marketing
  62. 6 GROWTH HACKING
  63. “A growth hacker is a person whose true north is growth." - SEAN ELLIS
  64. They’re not worried about BRAND AWARENESS WEBSITE VISITORS QUARTERLY PLANNING LIKES & FOLLOWERS
  65. …Unless they are tied to GROWTH.
  66. A growth hacker understands the product and distribution channels available, then use non-traditional marketing methods to achieve growth — typically in the form of users for software platforms. Airbnb, Dropbox, Spotify, and Mailbox all used growth techniques to make their brands household names.
  67. WHAT YOU NEED TO KNOW Analytics HTML/CSS A/B and Multivariate Testing Conversion Optimization Digital Marketing Content Marketing Marketing Automation
  68. 7 MOBILE MARKETING
  69. $103 Billion The predicated total interactive advertising spending in 2019 Source: Forrester Research
  70. Source: Forrester Research 66% The percentage of growth from mobile advertising
  71. But mobile is a black hole for advertisers.
  72. Tracking cookies don’t work.
  73. No proof of ROI.
  74. Brands can’t see a consumer’s movements across channels and devices.
  75. New technologies (like Facebook’s Atlas) are changing this.
  76. Which means brands can finally understand the value of mobile advertising and invest in the right channels.
  77. A mobile marketer understands how to tailor and execute campaigns that reach users on their personal devices. This is about more than memorizing the ad unit sizes on a mobile device. Practitioners need to leverage mobile games, apps, promotions, and online commerce to create an experience or solve a specific need.
  78. WHAT YOU NEED TO KNOW Programmatic Buying Display Advertising Targeting and Profiling Geo-location and iBeacon Marketing Customer Relationship Management Video Marketing and Advertising Native Advertising
  79. 8 EXPERIENCE DESIGN
  80. "As far as the customer is concerned, the interface is the - JEF RASKIN product."
  81. Customers want an easy, intuitive experience.
  82. The experience of a brand isn’t separate from its product or service.
  83. User experience design allows companies to … DIFFERENTIATE
  84. User experience design allows companies to … DIFFERENTIATE DEFY COMMODITIZATION
  85. User experience design allows companies to … DIFFERENTIATE DEFY COMMODITIZATION INCREASE LOYALTY
  86. User experience designers and architects understand how to create an intuitive, useful experience — whether for a digital project, a product, or within an organization.
  87. WHAT YOU NEED TO KNOW Business Modeling Human-Centered Design User Research Usability Testing Task-Analysis Process Prototyping User Flow Mapping Buyer Personas Development
  88. Stay up-to-date on agency news, tips, and tricks in 2015. SUBSCRIBE TO HUBSPOT’S AGENCY BLOG SUBSCRIBE NOW
  89. We wish you the best in your career in 2015!

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