You can't hire for every area of expertise anymore. Here are the digital marketing skill sets you need to hire and train in-house, as well as the ones you need to gain through partnerships.
With the marketing world's focus on consumer behavior and digital spend, it's possible to overlook your most important piece of capital: your human capital. If your company doesn't have the right people in the right positions, you're hurting your business. iMedia's Bethany Simpson spoke with Catalyst S+F CEO John Durham about the skill sets you need to be hiring and training for now, and the ones you need to be finding elsewhere.
Conversation highlights
0:00 — Predicting the digital marketing future
0:50 — Goals you should be setting for your clients
1:18 — Should you be training, hiring, or outsourcing for skill sets?
1:46 — Don't let the learning curve hold your company back.
2:02 — You can't hire all the people you need today.
2:30 — Critical skill sets for 2013
3:19 — A revival in conversations and brand authenticity
3:38 — The No. 1 mistake seasoned job seekers make
4:41 — Be brave. Be bold. Be ballsy.
Run time is 5:17.
John Durham is managing general partner of Catalyst -- a strategy firm for digital start-ups and early funding companies. A true industry veteran, most recently Durham served as the executive vice president, business strategy, at Carat Fusion, for Carat's offices across the country including New York, Boston, San Francisco, Chicago, and Los Angeles. Before that, he was a founder of Pericles Communication, a political digital firm that helped advocacy and political groups tap into interactive marketing. Durham handled the online advertising strategy for five candidates, including the President and four Senate races, and all five won. Durham, a long-time resident of San Francisco, has been teaching advertising and marketing classes since 1992 and currently teaches advertising in the MBA program at the University of San Francisco. He also founded the Bay Area Interactive Group, an internet industry-networking group.
