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How Are Digital Marketing Analysts Disrupting Traditional Marketing Functions?

Lucy Hughes our consultant managing the role
Author: Lucy Hughes
Posting date: 1/28/2021 11:10 AM
In the age of disruption, the traditional marketing function of organisations across the globe is changing. No longer tied to traditional product-based marketing models and removed from siloed ways of working, digital marketing analysts are changing perceptions of marketing.

Successive waves of disruption, from remote working and the shift to cloud-based operations, to developments and advancements in automation, mean that digital analysts are being kept on their toes. In fact, recent research has indicated that worldwide IT spending is set to reach $3.9 trillion in 2021 as digital projects get back on track.

Digital Marketing Analysts therefore play a critical role in how organisations adapt their marketing strategies to encompass the use of data and digital to enhance their offer. Through monitoring online marketing trends, analysing statistics and developing campaign reports, these professionals also prepare and share this strategy with colleagues and clients.

Here are a few ways in which this is happening.

Utilising more and more data


Analysing data is one of the most important functions a Digital Marketing Analyst should focus on. We’re all familiar with the value of Big Data to a firm’s operating procedures and applying this to how marketing is completed should have no less value.

Looking at complex data sets that can’t be processed through traditional methods, utilising past data and insight to inform future campaigns and channelling this through Cloud systems such as Google Analytics has never been more useful to a marketing team, regardless of size or industry.

Targeting a bigger audience


Finding, targeting and growing your audience is likely to be a goal set for marketing teams across the globe. Digital marketing functions provide huge scope in reaching a greater number of consumers than just through traditional means alone.

Omnichannel marketing, for example, is becoming a key part of a Digital Marketing Analyst’s core role, and campaigns using 3 or more channels are known to have a 90 per cent higher retention rate than single-channel efforts. What needs to be kept in focus though, is that despite the innovation rippling through marketing functions, these audiences still demand personal attention. In fact, 68 per cent are likely to spend more with a brand that treats them like an individual, whatever the channel.

Supporting smaller businesses to scale


Quite often in big companies digital and marketing functions are operated separately but in smaller businesses traditional marketers are just expected to know about digital methods too, when perhaps their skillset lies elsewhere. As a result, a skills gap can start to open up.

Digital Marketing Analysts can come into small business (even on a consultancy or contract basis) to support SMEs to scale and grow their digital campaigns. Interestingly, 76 per cent of small businesses believe their digital marketing efforts are effective, so building on this is crucial.

What remains apparent is, with such a high demand for digital transformation across the business community, it is crucial that business leaders can both recruit and retain the best individuals out there to really ensure their marketing function is best placed to maximise all the incredible opportunities and tools available to them.

If you're looking for your next Data & Analytics role or are seeking the best candidates on the market, we may be able to help. Take a look at our latest opportunities or get in touch with one of our expert consultants to find out more.

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