Four core tech skills that are vital for your marketing career

By our News Team | 2022

Technology and digital strategies have become integral to the marketing process. Mastering the necessary skills is now a basic requirement.

As technology and digital strategies move ‘front and centre’ in more and more businesses, what core tech skills do modern marketers need?

Kimberly A. Whitler, Senior Associate Professor of Business Administration at the UVA Darden School of Business in the US and author of the book Positioning for Advantage, recently collaborated with Michelle Boockoff-Bajdek, CMO at an educational technology company called Skillsoft, to come up with some core tech skills they believe are vital for marketers.

Marketing Skills

Photo by Fauxels on Pexels

First, marketers need sales fluency, which includes pipeline management and forecasting – elements that are far more important than they used to be. 

“The line between marketing and sales has blurred, and marketing departments must drive measurable, accountable results, including pipeline, bookings and revenue. Today, marketing and sales must go to market together,” Whitler writes in a column for Forbes business magazine.

Data analytics underpins everything

Second, data analytics should underpin everything marketers do. Whether gleaning customer behaviour insights from big data or managing customer pulse surveys, data drives marketing. Understanding how to acquire, analyse and leverage data and insights is non-negotiable.

Third, digital marketing is so ubiquitous now that it should just be called ‘marketing’, Whitler observes. 

“Candidates should be well-versed in theory and best practices for email, web, content and social media,” she says. “As well as mobile marketing, digital audio-visual (whether that’s video or podcasting), and digital design — either because they are a hands-on creative person or because they need to guide and/or approve the design process based on what works best.”

Finally, agile project management and the martech solutions that enable it are key for marketers at every level. 

“Although different organisations may rely on different platforms, marketing candidates should be familiar with the overall category, its principles, features and benefits,” Whitler advises.

Read the full article here

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.