Addressing the Skills Gap: 5 Reasons Why Year-End Giving Should Include a DMEF Donation
“The demand [for talent] has far outstripped the supply.” – Joe Zawadzki, Chief Executive, MediaMath, The New York Times (Front Page, Oct. 31, 2011)
The uncertain domestic and global economy masks a glaring concern—one that goes to the root of sustainability in our discipline. In the direct, digital and database marketing fields, there is a tremendous shortage now of qualified professionals, and likely in the near and long term.
- In its seminal research report, From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study (October 2011), IBM states that an explosion of data, social platforms, channel and device choices, and shifting demographics all point to tremendous hurdles for CMOs [chief marketing officers] to overcome. IBM calls it "a gap in readiness." The ability of higher institutions to provide global (and local) brands with people with skills necessary to capitalize on customer-centric interactions is vital.
- Another current report from McKinsey's Global Institute, Big Data: The next frontier for innovation, competition and productivity (May 2011), states that the world needs as many as 190,000 specialists with deep analytical skills whose sole focus is Web marketing (never mind, analyzing data in multi-channel environments). These new professionals will need to be steeped in mathematics and statistics, as well as in marketing and the vertical markets where brands reside.
- During the 2010-2012 period, according to the Direct Marketing Association (The Power of Direct Marketing, October 2011), the U.S. economy is forecast to create more than 280,000 jobs from mobile, search, Internet and email marketing alone. It's vital we are able to deliver and develop professionals in our field who have requisite knowledge and education.
- In a recent employment study for Direct Marketing Association (Quarterly Digital and Direct Marketing Employment Report, September 2011), undertaken by Jerry Bernhart Associates, employers noted that analytics-related posts are the most highly sought in our field, followed by marketing, sales, creative and information technology. Most recently, 61 percent of employer respondents said they were experiencing difficulty attracting the right talent for open positions, with 50 percent attributing this to a shortage of qualified candidates, and 18 percent to a lack of specific job or technical skills.