Unlock the Value of Analytics: Digital Marketing Hiring Trends in 2023

Hiring talent with analytics experience is emerging as a critical priority this year for marketing leaders. By investing in the right talent, tools and processes, organizations can stay ahead of the curve and make more informed decisions. This article explores the most sought-after skills in digital marketing, why they are important and what they mean for marketing professionals and the industry.

Up to 57% of marketing leaders prioritize analytics experience when hiring new talent, according to the State of Marketing 2023 report. As brands grow and become more data-driven, marketers who can effectively navigate and interpret data are highly valued. Other skills that marketing leaders are hiring for and prioritizing are: social media management, copywriting, video production, graphic design, search engine optimization, and Google Ads.

The need to demonstrate business value, third-party cookie deprecation and rising marketing budgets are all contributing factors to the demand for analytics skills. Companies are tightening budgets and CMOs are demanding ROI from their programs, and marketers are increasingly being asked to prove value through cost per acquisition/sale, customer lifetime value, cost per impression, customer retention rate, cost per click and cost per lead. Google plans to phase out third-party cookies in Chrome by 2024, forcing brands to rethink audience targeting and focus on first-party data. Additionally, over 50% of marketing leaders plan to increase budgets this year.

Analytics skills are necessary to measure marketing performance better, look for opportunities for improvement, and provide actionable insights. Companies must invest in the right resources to drive marketing ROI, such as marketing data and analytics, customer analytics and marketing insights. Marketers must be able to analyze data from various channels, understand customer behaviour and preferences, and have an in-depth knowledge of data and analytics.

Hiring marketers with an analytics background is necessary to stay competitive and maximize ROI. Investing in the right talent, tools and processes helps organizations keep up with the competition and leverage data to improve customer experience, drive sales, and make informed decisions.

Originally reported by Martech: https://martech.org/what-are-the-top-skills-you-need-for-digital-marketing/
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