ADMA research finds gaps in senior to junior skills, newer marketing areas
The Association for Data-driven Marketing and Advertising (ADMA) has released the latest research from the ADMA Marketing Skills Assessment, which found that senior marketers need to do more to help junior-mid level marketers hone their skills.
The research found that the skills that are shared more in relation to knowledge are planning, goal setting and strategy; the skills that are less shared but with the same knowledge score are critical thinking, curiosity, opportunity, insight, learnings, communications strategy and campaign plan and tests and learns.
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“This gap is not the case for businesses that are ecommerce natives, but more for those businesses that are coming from traditional disciplines who have had to quickly pivot and adapt to a new consumer expectation in a shifting, evolving and predominantly online environment.”
The research, which included 136 marketing practitioners, found that senior marketers lack the most in data planning, marketing technology and data management.
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