The advertising and marketing industry is facing a talent crisis. This means there is an opportunity for those looking to gain new skills, advance their careers, or change jobs. Learn about the eight skills marketing agencies and brands want and need to hire for in 2015.
27. A data scientist uses math and
programming skills to create applications
that can analyze large amounts of data to
extract social and economic value.
28. WHAT YOU NEED TO KNOW
Statistical Analysis
Data Collection and Mining
Machine Learning
Predictive Modeling
Computer Programming
Data Visualization
33. Agile marketing takes the practices of
software development and applies it to
creating marketing campaigns. It favors
short-term planning, focuses on performing
targeted tests and making incremental
improvements, and values individual
customer satisfaction.
34. WHAT YOU NEED TO KNOW
Scrum
User Story Development
Buyer Persona Development
Sprint Planning
Budgeting
Marketing Funnel and Sales Pipeline
Reporting and Analytics
A/B and Multivariate Testing
41. A consumer behavior analyst understands
how communities work and what values
they hold — their rituals, hierarchies,
beliefs, values, and conflict resolution
patterns. They make connections
between behaviors and culture and can
identify sub-sets of cultures.
42. WHAT YOU NEED TO KNOW
Ethnographic Research
Relationship Dynamics
Human Diversity
Market Segmentation
Cultural Themes
Data Gathering
Statistics and Analysis
Cross-Cultural Analysis
Focus Group Testing
49. A marketing technologist uses data and
customer information to inform the creation
of brand stories, information, and visuals to
engage prospects and customers on an
individual level. This person maps the
buying journey and defines when and how a
person will receive content that is relevant.
50. WHAT YOU NEED TO KNOW
CRM Management
Email Workflows
API Integration
Reporting and Analytics
Content Mapping
Buyer Persona Development
Sales Enablement
Lead Management
HTML & CSS
58. A coordinated campaign tied
to an ebook or content offer
generates 72% more leads
than a non-coordinated
campaign.
Source: HubSpot
59. And promotion requires
knowledge of all the options.
MEDIA RELATIONS
NATIVE ADVERTISING
EMAIL SOCIAL MEDIA
INFLUENCER RELATIONS
PRESS RELEASES
SOCIAL SHARING GUEST BLOGGING
60. A content promoter thinks beyond creating
one blog post or visual. This person
considers how a piece of content can create
a major impact, how to package it, and what
platform or audience would be most
interested in it. The skill requires deep
knowledge of content promotion platforms,
social media, and targeting.
61. WHAT YOU NEED TO KNOW
Content Promotion Strategies
Native Advertising
Advertorials
Pitching Editors
Influencer Relations
Social Media Monitoring and Analytics
Conversion Optimization
Email Marketing
66. A growth hacker understands the product
and distribution channels available, then
use non-traditional marketing methods to
achieve growth — typically in the form of
users for software platforms. Airbnb,
Dropbox, Spotify, and Mailbox all used
growth techniques to make their brands
household names.
67. WHAT YOU NEED TO KNOW
Analytics
HTML/CSS
A/B and Multivariate Testing
Conversion Optimization
Digital Marketing
Content Marketing
Marketing Automation
76. Which means brands can finally
understand the value of mobile advertising
and invest in the right channels.
77. A mobile marketer understands how to tailor
and execute campaigns that reach users on
their personal devices. This is about more
than memorizing the ad unit sizes on a
mobile device. Practitioners need to
leverage mobile games, apps, promotions,
and online commerce to create an
experience or solve a specific need.
78. WHAT YOU NEED TO KNOW
Programmatic Buying
Display Advertising
Targeting and Profiling
Geo-location and iBeacon Marketing
Customer Relationship Management
Video Marketing and Advertising
Native Advertising
85. User experience design
allows companies to …
DIFFERENTIATE
DEFY COMMODITIZATION
INCREASE LOYALTY
86. User experience designers and architects
understand how to create an intuitive, useful
experience — whether for a digital project, a
product, or within an organization.
87. WHAT YOU NEED TO KNOW
Business Modeling
Human-Centered Design
User Research
Usability Testing
Task-Analysis Process
Prototyping
User Flow Mapping
Buyer Personas Development
88. Stay up-to-date on agency news, tips,
and tricks in 2015.
SUBSCRIBE TO HUBSPOT’S
AGENCY BLOG
SUBSCRIBE NOW