Marketing technology and data analytics proficiency is considered a key future skill for marketing leaders. Additionally, new advancements are making it mandatory for teams to engage in ongoing training and upskilling. Let’s take a look at the top 5 key skills companies who are hiring today are considering and some resources that might spark new learning opportunities.
5 Key Skills
- Data Analytics
- Customer Experience Marketing & Insights
- Search Marketing
- AI and Machine Learning
- Customer Privacy & Data Governance
1. Data Analytics – Google Analytics has always provided free basic to advanced platform tutorials. If you are new to Google Analytics or adapting to the new G4 platform – check out their SkillShop training site.
Once your team is comfortable with the new G4 setup, they can leverage Google’s Demo account – to play around with business data and test new features without affecting their own data / accounts.
They may also as they become familiar with the new “Event” G4 setup, want to revisit their events tracking tags and analysis.
2. Customer Experience Marketing & Insights – To really get the most out of the analytics tools available, teams can find it beneficial to upskill on the latest UX (user experience) insights or training on generating consumer insights from big data. Google offers free online data analytics training (v.s. how to use the tools) via Coursera and several courses are available through local universities (e.g. U of T) and colleges. The Coursera sessions also include UX options. Consider the training provided by all your platforms / service providers – to see if there are free advanced user courses for software such as Tableau, Python, Excel or SQL (Structured Query Language).
3. Search Engine Marketing (SEO & SEM) – As Google is also the #1 search engine preferred by Canadians, it can be helpful to keep up-to-date on the most recent changes to their algorithms via their Webmaster / Developer training tools and communication channels (e.g. https://developers.google.com/webmaster-tools).
We also recommend above teams look at the tools they are already using and investigate if there are advanced free training tutorials available for users. Many WordPress websites for example use Yoast – and they like GoogleSkillshop provide training via Yoast Academy.
At brand.re/wire we also offer free search training courses tailored for nonprofit and social enterprise clients and donate the proceeds from all our course fees to Canadian non-profits.
4. AI and Machine Learning – While a popular news topic, your needs for this area will be specific to the nature of your business and the potential for AI to help you meet your business goals. Most teams are leveraging automation, personalization or customer service tools. As mentioned the best place to consider upskilling may be by looking at the current software / platforms the teams are using. Do the current tools have new AI enhancements? Will these meet your growing needs? For example, can you automate tasks in your email marketing process or test a contact center virtual agent? There are hundreds of examples we have highlighted in numerous blog posts such as To ChatBot or Not? and news media continues to highlight examples of generative AI advancements (AI-generated text, images, videos, speech, etc.). Salesforce, a common marketing platform, has introduced Einstein to improve predictive models and personalized customer experiences. Canva, a popular design tool is beta testing Magic-Design to help build customized templates.
You can also research the AI and Machine Learning Tools that are expected to impact your business sector (eg. healthcare) or functional area (e.g.fundraising).
Mentioned AI Examples / Thought-Starters included:
- ClickUp Project Management has over 100 AI Tools (free trial) and Personal AI is a tool that similar to smartphone features can help keep track of appointments, tasks and calendar reminders. Spinach.io, Otter.ai and Sembly are just a few of a number of AI meeting/transcription tools.
- Jasper AI and Lucia AI are examples of a tool teams have tested for writing or paraphrasing and you have likely heard of similar tools such as Copy.ai ChatGPT, WriteSonic, AnyWord, Wordtune Quillbot, Rytr and Grammarly.
- Tabnine, CodeWizz, Coda AI, AskCodi, GitHub, Cide WP / WPCode, and SpellBox are all examples of AI-powered coding assistants.
- Blue Willow and Bria can create logos or marketing materials. Similar options include Flair AI or Canva Magic as noted above. Stockimg and DALL-E2 by OpenAI are other popular image-generation tools.
- ChatGPT, ChatFuel, Kustomer, AutoResponder, MagicForm, ManyChat, LiveAgent, Looti (now branded as Candide) Conversica and Replika are all examples of AI chatbots/customer service tools. SecondBrain is another, formally known as MagicChat.
- Soundful leverages AI to generate royalty-free background music and Soundraw, Boomy, Aiva, and Loudly are other examples of music composition/editing tools.
5. Customer Privacy & Data Governance
Data governance and customer privacy are generally built into all data management courses, but teams can often be seeking out a specific tutorial for pending/changing laws, certified academic courses such as York U’s information privacy protection training or higher-level board governance orientation tutorials.
IAPP is the International Association of Privacy Professionals and is often a “certification” consideration. (https://iapp.org/train/foundations/).
Other Professional Industry Member Associations (e.g. CPA professionals) also offer tailored courses on privacy and governance.
Teams may also be interested in the First Nationals Governance model for data/information across Canada ocap-training
Also check out our https://www.brandrewire.ca/60-popular-apps-tools-and-resources-for-non-profits/ for more ideas on apps and technology tools.