The most highly-desired skills have shifted from direct mail and mass media marketing to SEO, analytics, mobile, social media and content marketing. This week, I asked more than 30 marketing and recruiting specialists what hot marketing skills they foresee spinning off into their own job titles. From there responses I create this list of jobs for the marketing team of the future.
Vice President of Marketing Data Analytics
This role would decide when, why and how marketing data should be tracked. This includes data collected through marketing automation, website analytics, social media, email campaigns, mobile, SEO, content marketing, PPC and other channels. The goals: improve marketing performance and predictive modeling, and continually refine the company’s definition of the ideal customer. This information would be shared with brand and campaign strategists who design promotions.
ROI and Marketing Budget Officer
Marketing budgets are shifting from quarterly allotments for print, direct mail and media advertising to constantly-shifting spending from one channel to another. Return on Investment (ROI) data is often instantly available–from paid search ad spending, for example–so marketing can be more nimble with resource allocation. The budget officer would track ROI from all promotion channels and adjust spending based on those results.
Crowd Sourcing Specialist
Companies can’t dictate their brand identity to the customer in today’s world. To that end, the crowd sourcing specialist would monitor conversations happening on the Web about the brand and develop messaging that responds to customers’ voiced expectations. At the same time, this role would send out calls to action–such as inviting customers to compete to create the best video about the brand, and perhaps tying the theme to something trending on Twitter.
Marketing Integration Planner
This position would identify ways to deliver a single marketing message, campaign or branding effort across multiple digital channels. For example, using a pay-per-click advertising campaign to promote a viral video, or using SEO keyword analysis to help craft a press release. This person might also use tools such as Demand Metric’s Marketing Channel Ranking Tool to prioritize message delivery channels based on lead quality, cost and other indicators.
Content Marketing Czar
This position would plan the development of websites, blogs, videos, info graphics, webinars, social media and other content vehicles. The individual would decide how that content would be promoted and cross-promoted, then track its performance. Finally, the content marketing leader would look for externally-created content about the company on the Web and find ways to leverage it for SEO and other marketing purposes.
Research for this article was provided by Software Advice.