MARKETING RELOADING: NEW MARKET FOR MARKETING

[DorisRon]

MARKETING RELOADING: NEW MARKET FOR MARKETING

A new study by Burning Glass and Smarterer shows that marketers who do not have analytical data, are very quickly left behind.

It was early so that if you wanted to get a job in marketing, you needed to replenish your knowledge with information obtained in the trade fair, or to show creativity in the latest advertising campaign, which you controlled. However, the requirements that modern market applies to specialists, moved the pieces on the chess board of marketing.

Interestingly, the demand for skilled marketers who have experience in marketing automation, increased by an incredible 160% since 2011. As for specialists with Google Analytics skills, the demand for them increased by 119%.

For those who do not have technical or analytical skills, the message is quite certain: adapt or become like dinosaurs, facing quite probable possibility of extinction. So what do marketers need to succeed in the labor market in 2016?

1. Analytical skills. Ads for work for individual contributors by 65% more likely contain the requirement for the analytical skills than work experience as a marketing manager. Therefore, the rising stars of the marketing necessarily need to know as much about regression analysis as they know about marketing in real time. But the demand for the analysts is not limited to only those who claim to be the implementers. The likelihood that today's job ads for marketing managers will include requirements which stipulate that an applicant should have knowledge of the pricing strategy, is 78%. Therefore, regardless of who you want to be - a simple player or a quarterback - you need to brush up on your math skills to stay in the game.

2. The knowledge and skills. The best test to check the marketing skills are WordPress and the HTML5, so if you have those skills that are in tight conjunction with high qualification - it is a straight road to a managerial position. But whoever you are, a professional in WordPress, who is able to optimize his blog posts, an expert in Hubspot, who knows how to build processes in the championship, or you have a "black belt" in Google Analytics and AdWords, today knowledge of content management systems with open source and language for structuring and presenting content is not enough. More and more people, looking for job, will declare the existence of all kinds of skills and qualifications, and more and more companies will test professional competence of applicants long before the mailing of the letters with the offer to job: training and education of marketers are too expensive and time-consuming pleasures for most companies.

3. Responsiveness. If earlier it was one of the qualities of the ability of the leaders to work with of the performers, today responsiveness acquired a completely different meaning. Companies that have relied on the responsiveness of their corporate Web site, noticed that the conversion rate of visitors into buyers grew by approximately 4 times, while revenue increased by 2 times. The ability to create an integrated, user-friendly mobile site is no longer optional and has become one of the main requirements, and marketers, familiar with the techniques and tools of designing an adaptive website, will always stay ahead of their competitors.

The old adage of marketers says, "I know that half of my advertising works, but I do not know which one." Now it is in the past, but for too many companies marketing is still more art than science. These studies, conducted by the leading developer of solutions for the analysis of labor market in real time Burning Glass in conjunction with the startup Smarterer, once again proves that times are changing, and marketers should quickly increase their base knowledge and skills not to be like the dinosaurs.

 

[DorisRon]

THE IMPORTANCE OF IDENTIFICATION DATA
The correct message to the right user via different devices - this is something to aspire to every marketer in today's world of desktop computers, smartphones and tablets. But it is important to use the identification. And if the identification information is not correct, all the rest has absolutely no value.

What if you took "aim at" the wrong customer? What if you know neither his name nor the actual phone number or mailing address or e-mail? What if you do not have the data that give a clear idea about the consumer?

Relevance is not possible without identification

Companies need to tell their marketing story in the most relevant way. Knowing with whom you interact, you can send the right message to the right person. Identification data play a decisive role in the personalization of advertising messages through multiple channels and devices.

The identification allows you to qualify the leads

Marketers mainly use absolute quantitative criteria for evaluating their strategies, such as ROI, CPL, CR and others. But they should not refuse the relative, but no less important indicative estimates. For example, Lead Scoring. This evaluation method shows the level of interest and readiness of a potential customer to close the deal. To do this, you must make the best effort to establish contact with each individual target user. Are you trying to optimize the efficiency of the call-center or address mailing? Search of a consumer, identification data of whom are incomplete, is extremely inefficient.

Identification leads to the competent segmentation

Accurate and complete identification data play a very important role in the process of segmentation. For example, companies need to know exactly who their best customers are. Every marketer is simply obliged to have information on customer buying habits. Understanding of who is on the other end of the advertising messages and transactions, helps to reduce customer churn, improves customer loyalty and the level of conversion.

Identification is the key to precise targeting

Deterministic attribution is an exact model of the identification of the audience with own data of the advertiser. Facebook, Google, Amazon and other major players in the market have a variety of device identifiers, location data, behavioral and other data sets. When a user logs in to his account through a tablet, smartphone or desktop computer, a clear picture of what kind of device the visitor is using creates in real-time. Sometimes even a single registration is sufficient for accurate cross-platform targeting.

Identification is difficult

Every day hundreds of thousands of people change their place of residence, phone number, email, and even names. Identification without the right marketing partner is very difficult, but it is critical. Not having the necessary data about the user, you will spend a lot of effort, time and money to improve the conversion of users into clients who may actually be not those customers whom you need.