The shift to hire people with specialist skills is creating new challenges for brands, so what needs to be done to ensure there are enough experts suitable for the tasks marketers now need to perform?

Technology has flipped the traditional marketing model on its head and with it completely re-written the marketing job spec.

While once it was the norm for marketers to be generalists, specialist roles in data, programmatic and search are becoming increasingly desirable for businesses looking to crack the rapidly evolving complexities of the digital space.

As part of a restructure aiming to get its marketing team to take a “specialist rather than generalist” approach, Marks & Spencer (M&S) has set up specialised teams for areas such as merchandising, paid search, CRM and search engine optimisation.

FMCG giant Unilever, meanwhile, is also moving away from generalist roles such as group product managers and brand managers, with its brand communications now led by a “deliberate and data-driven” audience segmentation and a programmatic approach to media buying.

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