Nick is the founder and CEO of Delmondo. He works with brands and startups improve their marketing strategy and digital social media, focusing on branded content.
The recent proliferation of new channels (Pinterest, Instagram, YouTube, digital TV, mobile messaging applications) and new technologies ( marketing automation, retargeting, custom audiences) has made it harder than ever to provide a coherent strategy and inspired customer experience.
A new era of tech events began
We're back in New York in November for the 4th edition of our technology event focused on growth.
Modern watch things like marketing dollars work relative to dollars that do not work. Conversions, leads and churn. Likes, comments and shares. Retweets, reblogs and reposts. CRM, CPM, CPA and CPC. The list is long.
The m odern marketing is a unicorn.
Ben Richards Ogilvy entertained the crowd at the recent Summit Percolate customer with its comparison of mythical creatures marketing today, and when you think about it, it is quite right.
The modern marketing is a unicorn because much more is demanded of human capital, but budgets are rarely enough to support advances in hiring all positions. This means that it is simply not enough to specialize in a central area of marketing (ex. SEO, social media or Marketing ) because every buyer should be as versatile as the best utility infielder on the best MLB team . The problem is, it is much more difficult to recruit and retain these unicorns it seems.
There will always be a need for outposts, but there is clearly a new benchmark for modern marketing.
Anyone working in a role marketing now needs to intensify. And companies need to stand a higher standard regarding people they bring to these roles.
So how do you identify, hire and retain talented modern marketing in your business? Here are three suggestions.
1 test marketing of candidates as you test engineers
When interviewing to become a software engineer at most high-tech companies today, you go through a serial code tests that assess your skills and abilities not only on your specialty programming language, but problems based on scenarios that test how well you think on your feet, how you react to unknown variables , And so on.
As we have said, the modern marketer must have more than one main strength to succeed. Yet we still have marketing teams job people based on some interviews or perhaps a writing test, often forget about testing the analytical knowledge.
So what is the "Code Test" for your Marketing team look like?
Instead of the typical interview questions their marketing philosophies or background, prepare both written and verbal questions that measure the tech savvy of a candidate and analytical
some ideas of questions to get you started could be "IQ ".?
- Can you explain the difference between the measurements and analysis
- what are the tools you used for the measurement and analysis [?
- Describe a time when you had to use analysis to support a marketing decisions
2. Hold the impartial traders and outliers
There is a delicate balance in the construction of modern marketing team . While you are looking for new candidates, you need to find the right combination of consistency, quality and contrarianism to achieve harmony.
If everyone agrees, there is no friction to the varied perspectives and growth, and if everyone does not agree there can be no consensus push ideas.
This is why you need to let your marketing team for their experience through a number of different plans, but largely, they will fall into one of two camps, unbiased and Outliers.
Impartial marketing
Modern marketing is not like marketing 15 , 20, 30 years ago. It does not even look like it did five years ago.
Although it shares similarities rate of change is faster than ever before, and all employees too often bring new old ways of thinking in the organization ready for growth, stunted the development because they resist new ideas or processes.
This is why it is not uncommon for more marketing teams to hire people outside the traditional marketing origins, or as I call it, "the Impartial Marketer."
in my experience Percolate, I work with people who have launched special projects in the financial sector, Fulbright in psychological research, and equity in the White House.
The varied skills and experience they bring to our marketing team are not rooted in all the 4 P, they are rooted in the experiences of the life and logical thinking completely different worlds complex problems.
"The impartial" marketing is unique, they bring new ideas and a thirst to learn and soak in tactics "traditional" that all marketers need, and that makes them an employee more consistent, ready to fully integrate into the systems currently in place and be nimble as changes occur.
This is almost a polar opposite to the outlier, as we will explain below.
Outliers
Author Malcolm Gladwell describes outliers as "the person who does not fit not in our normal understanding of achievement. "These are people who do not always look like they are right" just culture "if we listened to the years old job best practices and security thinking, but end up being the conductor levels high success.
Outliers, particularly in the context of modern marketing are change agents, people who crave what's next living for the latest technology. They are often years ahead of the curve and bring new concepts, technologies and attitudes in your business that help to boost your existing teams and help you punch in the public above your own.
Outliers are precisely that Steve Jobs had in mind when he asked the world to Think Different and modern marketing teams should examine outliers as an asset to your organization instead of looking at outliers in a negative light.
Although often more unpredictable than the Impartial explained above, and Outliers Unbiased Marketers have the same hunger and passion for success. The Outlier lives and breathes innovation for change, and although sometimes this can lead to an attitude apparently against the current, the outspokenness of the outlier does not go unnoticed, even if not obvious on area.
Looking at the two impartial Marketers and Outliers in the marketing design modern team built a solid foundation of consistency and the innovation. The teams found the balance between these two types of people can benefit from the rapid growth of the process and overall education of all marketing team .
3. Train, recycle and empower
Once you have found (and maybe even hired) a really talented marketer, you need to understand how to earn their trust and help them grow up to be a strong leader for the future marketing team members.
process your employees on the processes in place when they enter the team marketing . Make it clear how communication flows through the different business units within your organization.
Make an effort to open lines of communication for the new hire with people outside the marketing team , provide mentoring to new staff to accelerate phase to "learn" and clearly how their ideas can be heard and materialize.
Reformer standard on all traders marketing practices -. Even the most senior traders must sometimes intervene back and refocus on the basics of copy, design, storytelling and brand positioning
Confucius said: "The way is through the door . Why is it that nobody is going to use this method? "
with increasingly be demanded marketers, it is easy to sometimes leave the bases slip away from us. Conversion and a constant attitude of lifelong learning guarantees that marketing teams are still looking for "door," as Confucius, regardless of where it could be placed in the room.
A e mPowered employee is one who will work hard to rise above the rest then redistribute their learning across the entire organization. Building systems which allow employees to learn from each other as they move up the ranks in your organization.
These empowered employees already understand your company and your position Marketing team mission, which makes them a valuable internal lawyer to help others grow and learn. Here is how leaders are created from within.
in addition, a culture empowerment helps companies recruit young talent. Many companies are struggling to mobilize thousands employees in the workplace, but it prevents them from coming, 86 million students will be in the workplace by 2020, which represents a full 40 percent of the population Total active. By giving this millennials, enabling you future marketing for years to come.
marketers today must have experience with technology, tools, creative vision and an eye for design, and the spirit to take advantage of data and analysis.
Times have changed. If you want to build data - led Culture modern marketing requests, finding, training and motivation of this new type of employee are now essential skills to build the team Marketing in the future.
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