By Mark Miller
Marketing is changing faster than ever, and the makeup of the marketing department needs to evolve along with it. You can’t count on the traditional marketing team formula to keep working indefinitely.
2018 will be a challenging year for marketers as businesses scramble to catch up to new technology and shifting customer expectations. It’s important to be proactive in reinforcing your marketing team with the right talent, experience, and skillsets; especially since acquiring them can be a lengthy process.
The needs of any given marketing department (or agency) are unique, and marketing leaders should customize the capabilities they seek out accordingly. But there are some major trends that will need almost universal response from marketing teams. Before the year ends, make sure you’re on the way to adding these skill stacks to your department.
The recent “Wannacry” cybersecurity catastrophe in hospitals in Europe and around the world highlights the importance of organization wide information and tech security.
It only takes one weak link to bring disaster. U.S. companies and governmentt. agencies suffered 1,093 data breaches in 2016. That figure is expected to rise this year and into the future.
Part of what made this attack so devastating is the astounding amount of information hostpitals have: patient records, personal information, home addresses, phone numbers, financial data, credit card numbers, SSNs, you name it.
Guess who else has access to staggering amounts of important personal data?
The growing data available to marketers means we can engage customers on a more personal level and analytically improve our strategy. But it also means we’re one more potential vulnerability—especially since most marketers aren’t trained security experts. Be honest: how many times have you wandered around the office and seen a password scrawled on a post-it note or an unattended computer left logged-on and idling?
The average total cost of a data breach to a business is $4 million. Marketing teams can’t count on IT to do all the security work for them. It slows us down when we need to be fast, and IT has other pressing priorities across the organization. It’s best to make the marketing department itself the first line of defense for the safety of its hard-earned customer and corporate data.
Live Video Streaming
Of all content channels, video is the most consistent in engaging consumers and driving results. But demand for video is shifting as users’ appetite for real-time communication and live interaction is growing.
- People spend 3x longer watching live video compared to recorded video
- 78% of people watch online video weekly. 55% watch it daily
- 80% of consumers would rather watch live branded video than read a company’s blog
The live video environment is still an open frontier—but not for much longer. Grab your territory while you still can.
How to Add These Skills
You have more options than you probably realize to add new skillsets like this: