Skills-based learning: the key to keeping digital marketing teams fresh.

Digital marketing is an integral function for any organisation operating today. From SEO and paid media management that enhances your website’s performance, to targeted data-driven campaigns, the role of a digital marketer is ever evolving. Staying ahead of the curve requires specialist skills and expertise to connect the dots and keep abreast of industry changes. Implementing a robust strategy for keeping your marketing fresh is vital, alongside investing in upskilling your team to stay one step ahead of the competition.

A report published by the Chartered Institute of Marketing (CIM) and training body Target Internet found that marketers’ competencies in key digital skills areas either stagnated or declined between 2020 and 2021. This indicates that the skills gaps in digital marketing are getting wider and harder to bridge, as the digital marketing possibilities afforded by tech advancements are moving beyond the capabilities of marketing teams that have not stayed up to date. As changes to cookie rules and updated analytics tools are put into place, the knowledge and skills required to keep up in the digital marketing world can often be out of reach. This is reflected in the decline of digital marketing skills relative to general marketing abilities reported by CIM. Proficiencies in analytics and data fell the most in 2020-2021, with capabilities in mobile marketing and SEO also seeing a decline. These growing skill gaps reflect the increasing complexity of digital marketing, along with concerns about the lack of digital skills across all sectors. Marketing leaders should be proactive with their approach to upskilling within their teams in order to bridge skill gaps and get ahead of competitors.

Targeted upskilling to combat widening skills gaps.

Considering the widening skills gaps highlighted by the CIM and Target Internet report, it is prudent to think about the L&D offerings that would work best for digital marketers. Learning opportunities must adapt to the fast-paced and ever-changing world of digital marketing, while also providing learners with memorable, engaging, and impactful experiences. To help marketers bridge the skills gaps they are facing, here are three core areas to consider when leveraging L&D for training implementation:

1. Upskilling & reskilling.

Rather than focusing on general learning programmes, use targeted upskilling & reskilling initiatives which serve to develop specific skills. In this way, learners are exposed only to the information they need and can focus on the skills development most relevant to them.

2. Learning in the flow of work.

It can often feel like a chore to fit learning into a workday. By using accessible microlearning modules, learning experiences can be delivered in convenient bite-size pieces, making it easier to slot into a busy schedule. The microlearning format allows learners to access knowledge quickly at a time of need, while keeping them engaged thanks to the short form content.

3. Easy integration into your organisation’s culture.

Learning opportunities that address critical skills gaps should be both encouraged by an organisation and desired by the workforce. Skills-based microlearning opportunities can be easily integrated into an organisation’s learning culture. They help to foster short-term skills delivery with long-term upskilling, allowing learners to direct their energy into learning when they need it.

With a focus on engaging and accessible learning content that fits readily around an employee’s workday, microlearning can prove the answer to addressing the skills gaps faced by digital marketers. Whether training is required to keep up with social media changes, tech advances or the latest SEO updates, it is essential that L&D providers are ready to offer learning experiences that fit around a busy schedule.

How to implement agile microlearning that delivers quality and results.

Microlearning and content libraries are nothing new. When sourcing content it is crucial to work with a partner who also offers the following:

• Trusted, high-quality sources for their content.
• Tailored skills pathways or curated learner journeys that meet your learner needs.
• Support in raising awareness and engagement in the content amongst your workforce.

Combine these three elements and you’ll have an agile programme that delivers quality and results.