63% Are Hiring, But 66% of Digital Pros Don’t Understand Marketing Tech
So digital marketers know they need marketing technology and 61 percent of them will increase their spend in 2018, but 66 percent don’t know how to use the tools they buy, illustrates research announced yesterday.
As for the tech they bought and don’t understand, Mondo’s “2018 MarTech Strategy Guide” shows among digital pros, “75 percent reported investing in email. In addition, respondents are investing in: social media and customer relationships (70 percent), data and analytics (69 percent), paid search and ad tech (65 percent), SEO, content and UX, (57 percent) and e-commerce (22 percent).”
But they need to hire to make full use of the tools, Mondo says. The in-demand professionals fill these roles, says the national staffing firm focusing on high-end digital marketing and technology talent:
Data and Analytics
Salaries of $85-210,000; $95 an hour for contractors
Digital marketers are expecting these candidates, who will have the top salaries, to know: Google Analytics, Informatica, Marketo, Omniture, Qlikview, Salesforce, SAS, Silverpop, SSIS and Tableau.
Salaries $90-200,000; $120 an hour for contractors
In-demand technologies include: ATG, Demandware, Eloqua, HubSpot, Magento, Pardot, Salesforce Marketing Cloud, Shopify and WooCommerce.
SEO, Content and UX
Salaries $75-175,000; $100 an hour for contractors
This role has been a must-have for a long time, so digital marketers adding spend in this category may mean changes are speeding up. Companies want to see candidates who understand: Adobe Creative Cloud, AngularJS, Drupal, Google Analytics, HubSpot, Marketo, Optimizely, SharePoint, Sitecore and WordPress.
Paid Search and Ad Tech
Salaries $75-125,000; $90 an hour for contractors
It’s interesting that this is separate from SEO and involves lower pay. In-demand technologies include: DoubleClick, Google AdWords, Google Analytics, Online AdRelevance, PPC and SEM.
Salaries $65-120,000K; $80 an hour for contractors
This is the main tech survey respondents reported investing in. The tech they’re using is also part of the expected knowledge in candidates: Eloqua, ExactTarget, HubSpot, Marketo, Pardot and Silverpop.
Social Media and Customer Relationships
Salaries $55-100,000K; $70 an hour for contractors
In-demand technologies include: Facebook Ads, Hootsuite, Microsoft CRM, Salesforce and Sprinklr.
What do you think, marketers?
Please respond in the comments section below.
Related story: How to Build a Tech Stack