Digital Transformation: What Impact On The Marketing Professions?

Marketing Professions

Technological developments are profoundly disrupting today’s marketing professions. so many new functions that illustrate this rapid evolution of the sector. To take stock of the situation, the IAB presents the results of its 2nd barometer on developments in trades and marketing skills.

The Interactive Advertising Bureau France (IAB France) presents the results of the second barometer on the trades and skills of the digital transition in the marketing and communication sector.

This study, carried out by Added Value, with the support of Aquent, Horyzon Media, the La Poste Group and Microsoft aims to follow the evolution of the marketing professions and skills of tomorrow.

It is aimed at young graduates, active managers, HR but also trades managers and training organizations.

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New challenges and new skills required for marketing professions

To stay at the forefront of their expertise, marketers and communicators must now integrate 3 new challenges:

  1. The strategic vision: understanding of the digital context, needs and challenges, good marketing knowledge, observation, analyzes…
  2. Collaboration: few hierarchies, sharing, ability to exchange, teamwork vs. in autonomy, flexibility, flexibility…
  3. Digital knowledge: knowledge of the sector and tools, digital culture, curiosity, openness, “doer”, team spirit, questioning…

The four skills deemed essential last year do not change and strengthen :

  • Project management 80% (up from 73% in 2015)
  • Performance levers 68% (62%)
  • Mastering analysis tools 63% (59%)
  • Social Media 61% (54%)

Two new skills to master are entering TOP 10: automation marketing (36%) and knowledge of UX methods (29%).

For Sébastien Imbert, Chief Digital Marketing Officer from Microsoft

The evolution of the Marketing and digital communication professions is intrinsically linked to that of technology, fast. If all trades are affected by this rule, it is more relevant for the most recent.

When new trades appear, others decline…

In order to report on the marketing professions in the digital communication and marketing sector and to project themselves towards their possible developments, the study offers a mapping as well as several scenarios of mutations.

This is based on a classification according to the degree of maturity of the trades and their specificity / transversality.

The 2016 version sees Emerging trades on the way to becoming Dominant and traditional trades called to disappear (Strategic Planter, Creation Director, Media Director, etc.).

The study thus highlights the 10 trades that have to last.

8 trades from 2015 are still in TOP 10 with variations in position. Two new trades are entering :

  • The data mining and analyst 82% (in addition to the data scientist and chief data officer)
  • The UX designer for 56 %

Among the other new trades, we can also note the appearance of those of Growth Hacker, Omnicanal director or even Chief Experience Officer.

More generally, the trades are tending towards an increasingly strong specialization, the profiles are more and more versatile and more and more hybrid.

Pro / Pers inter-relation

Regularly cited as a major transformation of work, the intrusion into the personal sphere of professional activity is acquired today.

The study for the first time reveals the importance of a reverse movement: 43% of digital marketing / communication professionals declare that they are carrying out a personal professional project dissociated from their current activity !

Digital Transformation

“On the job”

In terms of training, the professionals interviewed put the practice first, the experience acquired on the projects.

The “” is largely dominant at 56 %. Beyond that, it is the seminars or the MOOCs which are considered the most relevant.

64% of respondents consider the certification of tools (Google adwords, Facebook ads, …) more important. Certifications  by professional associations, a movement launched in the US a few years ago, follows that of the state (40%).

The training needs are clear. But, new this year, the study assesses the trades for which experience would be more important than the diploma (and even the non-diploma) as a recruitment criterion. Some trades exceed 50% of hiring without a diploma !

Read Also : How to Achieve the Benefits of Digital Transformation

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