How a digital product manager can bring leadership and organization to your business
The role of a digital product manager can encompass many tasks. Traditionally, the role oversees the entire life cycle of a product, from defining the scope, building the technology, creating a great customer experience and acquiring customers. However, these specific tasks can vary from company to company.
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To get this work done on time and on budget, it means managing a cross-functional team, including the design team, development team, marketing, and others.
Product manager responsibilities
A digital product manager is responsible for the…
Three key insights from the UK Government’s latest report on employers’ demand for digital skills
Regular readers of Smart Insights know all too well the importance of having an up-to-date digital skillset. In today’s age of the internet and social media, it’s become more important than ever for employees to have a sound working knowledge of digital in an ever-growing digitized economy.
The UK government has recognized the need for a digitally literate workforce in our modern economy and the Department for Digital, Culture, Media & Sport commissioned a report, conducted by Burning Glass Technologies, to provide an overview of digital skills demand and to help inform the development of evidence-based digital skills policy.
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Andy Dorling, General Manager of the DMA’s Institute of Data & Marketing discusses some of the key skills that marketers and business leaders identified as being important to marketing teams and business success in the future.
The future of intelligent marketing will not just be dependent on organizations investing in the latest technological advancements or adhering to regulations like the GDPR. It will require skilled marketing teams to innovate, interpret data, engage with customers and communicate the latest trends to senior management in order to develop effective marketing strategies.
Perhaps even more importantly, it will require business leaders that acknowledge the importance of having a diverse, skilled workforce and who are willing to invest in career development for a range of technical and soft skills.
Data-related skills continue to grow in significance
It is hard to imagine any marketing role that will not be driven by a need to use data to develop the…
5 Reasons to consider a life as a T-Shaped Marketer
There has been much talk within digital marketing of the necessity for Marketers to broaden their skill-sets and to embrace and learn the wide range of digital channels (40 in this count) to reach and engage with your audience.
The approach of developing a range of marketing skills is known as T-Shaped Marketing. T-Shaped Marketing refers to: a Marketer that has broad knowledge covering a wide range of digital tactics with in-depth knowledge in 1 or maybe 2 specific areas.
This diagram from Moz shows the principle with a focus on SEO within digital marketing tactics.
This diagram from Search Engine Watch also explains the principle, here with the focus on Content Marketing and…
Kate Burnett, MD of DMA Talent, discusses the growing need for neurodiversity awareness in the professional world with the chief marketing officer of Direct Line Group, Mark Evans
An underutilized talent pool – neurodiversity awareness
There is an increasing demand within the data and marketing industry for analytical, data-minded individuals, which will inevitably lead to the talent pool becoming stretched. The Institute of Direct and Digital Marketing’s (IDM) 'Professional Skills Census 2018' report highlights 'data-related skills' as a key area with skills gaps that need to be addressed. There are a number of areas within 'data-related skills' that marketers identified as growing in importance in the future, including 'Analyzing customer data/insight', 'Data analysis & reporting', and 'Data & database management'.
There is a huge opportunity for data and marketing teams across the UK. As summarized by Robin Huggins, Head of MBN Academy/Data Lab MSc. Placement Programme at MBN Solutions.
Present with confidence and clarity, no matter your audience
Our role as marketers working across disciplines, departments and media means that we’re often required to present our plans to a range of different stakeholders. On most occasions, these may be simple status updates and email correspondence with direct colleagues or line managers.
However, there are also times when we may need to present to senior managers and leaders in order to obtain buy-in or support for a concept or big idea.
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Whilst it’s important to acknowledge that every senior stakeholder is different, there are some common characteristics to bear in mind:
Highly-focused – their attention will be concentrated on a specific number of objectives and projects.
Action-orientated – they’ll often have a clear ‘bias for action’, prioritizing the tasks…
Three successful marketers share their marketing career advice and lessons
Often, it's later in our Marketing careers (and life in general!) that we look back and the dots connect. We asked the internet to share with us, their marketing career advice, what they wish they had known when they started their careers, and what they'd do different, -could they do it all over again.
The internet delivered, and we've shared our top 3 most honest and insightful responses, below.
Bart Turczynski, Content Team Lead & Career Expert
When I first took over a team, I was excited but terrified. I felt like I've stopped being a strong contributor and worried I wouldn't do what I was expected to do for the team: help them get their work done.
I doubt I'd undo the decision I had made, but still--- I think it's important to understand that if you have a job you love and excel…
Standing out from the crowd is a challenge and therefore conceiving, creating and maintaining a personal ‘brand’ gives us the opportunity to get noticed and remembered by our managers, peers and customers
For some people, the concept of ‘personal branding’ does not sit well. The idea that we are all walking, talking commodities to be packaged up and sold contradicts the notion of being independent, free and unique individuals. I believe the reality is somewhere in between.
Whilst we are absolutely independent, free and unique, within the working world we are operating in a very noisy, competitive environment. Standing out from the crowd is a challenge and therefore conceiving, creating and maintaining a personal ‘brand’ gives us the opportunity to get noticed and remembered by our managers, peers and customers.
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Chart of the Day: Which are the most important skills for you to develop for your future career
In a previous article, I reviewed the most important marketing skills based on the recently published research from The IDM and Smart Insights. In this follow-up I'll drill down to look at specific skills gaps.
This first chart is helpful since it highlights the main categories of transferable generic skills which are most important to career progression. This is based on marketers who rated these as very or extremely important. You can see that these include many of the skills topics that we focus on at Smart Insights include strategy and planning, data and insight and, of course, digital marketing. As we say, we look to help our members 'Plan, Manage and Optimize' their digital marketing.
The second chart drills down to show more specific skills. You…
Chart of the day: New research highlights the top marketing skills for career progression
This research is from a report which is a collaboration between Smart Insights and The IDM. Its goal was to help marketers understand the skills needed to improve in their careers and to help employers understand the range of skills they need to develop. Respondents include Smart Insights members, thanks if you took part!
This first chart shows the importance based on time spent on current activities by marketers. It shows the wide range of skills needed and highlights the need for marketers looking for new jobs to demonstrate planning, data analysis and project management skills.
The second chart is more useful since it highlights the skills gap, comparing the skills that marketers have now against those they aspire to develop in the future.