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8 strengths lacking in today's marketers

8 strengths lacking in today's marketers iMedia Editors

Today's multi-faceted digital landscape requires many marketing skills. Whether it's crafting the perfect social strategy or mastering analytics, juggling all the professional components can become complicated. You're bound to fall short somewhere. To gain a deeper perspective on problem areas among today's marketing professionals, iMedia connected with the Young Entrepreneur Council (YEC) to ask eight of its members the following question: In what area are you seeing the greatest lack of marketing talent right now when trying to fulfill your company's needs?

The Young Entrepreneur Council (YEC) is an invite-only organization comprised of promising young entrepreneurs. In partnership with Citi, YEC recently launched StartupCollective, a free virtual mentorship program that helps millions of entrepreneurs start and grow businesses.


"Content is king, but without copywriting skills that match the customer's needs, content cannot be conveyed. In my space, content is way too academic and as a result, misses the mark with most audiences. People focus so much on being smart, but not enough on being heard."
Suzanne Smith, Social Impact Architects


"The SEO landscape has changed drastically over the last few years, and it has become increasingly challenging to find a trusted SEO provider. After reading horror stories about brands being removed from the Google index based on link-building efforts by their SEO firms, we have to be extremely selective in choosing an SEO partner."
Josh WeissBluegala 

Old-fashioned relationship-building

"No one in today's world wants to go the extra mile it seems to build a strong relationship with someone you're hoping to connect with for your brand or product. It's a lost art. Sometimes a phone call or a -- dare I say it -- handwritten letter or thank-you note goes a long way. New talent needs to realize this especially with continuing advancement in technology and digital media."
Jason GrillJGrill Media | Sock 101 

Direct digital response

"Marketing dollars continue to pour into digital, and most of those dollars continue to go to direct response, not branding. Direct response is where we're heading as an industry. Winning smart DDR breakthrough is about understanding creative quality and impact. There is an increasing opportunity for people who can use market data and research to segment targets to optimize creative templates."
Ryan StonerWebsite

Analytics-driven decision-making

"It used to be that you'd have to remind companies to install Google Analytics. Now everybody has it installed, but they don't go past the dashboard. Obtaining data these days is easy; the problem is, not many are tracking their goals properly nor do they know how to read the big data when they do have it in order to make proper decisions from it. Knowing how to set goals, track them, and evolve your marketing is key."
Chuck ReynoldsLevers


Email marketing

"Email is not dead! While much attention is paid to the sexiness of social media marketing, email remains one of the best ways to acquire and retain customers. We have a hard time filling our email marketing positions because marketing talent is too focused on glamorous new technologies."
Joel HollandVideo Blocks


Social media

"The greatest lack of marketing talent we are seeing is social. While social marketing seems fairly transparent on the surface, we are finding it hard to get talent that truly understands how to convert fans and followers into trial users. In addition, we're finding it hard to get talent in place that understands how to create engagement and community on the various social networks."
Dave Nevogt, Hubstaff


Direct mail marketing

"We are still in the catalog business -- yeah, can you imagine that? Catalogs have gone the way of the horse/buggy -- well, at least that's what every business magazine will tell you. Because of that 'hype,' it's very hard to find good, creative talent that has experience or wants to work in catalog/direct mail marketing."
Tim McHughSaddleback Educational

iMedia Communications, Inc. is a trade publisher and event producer serving interactive media and marketing industries. The company was founded in September of 2001 and is a subsidiary of Comexposium USA.  ...

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