And so what we've got is a race by brand marketers to fill in the direct response gaps on their résumés with digital marketing prowess; by their nature, most digital campaigns bring in measurability and at least the option for accountability. For marketers with direct response backgrounds, the way to stay competitive—both as an employer and the employed—is to learn branding and digital media skills. Based on hiring trends (as noted in this month's cover story, "Big Ideas ..."), companies want marketers who bring the full complement of skills to the table. To create a successful multichannel campaign, companies need these jacks-of-all-trades, and probably a smattering of consultants or vendors who specialize in the more technical media platforms.
If you haven't already, now's the time to take a look at your (and your company's) résumé to see if you've got any gaps to fill.
