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Data & Marketing Association

DMA targets ‘micro-upskilling’ to tackle marketing skills shortage

The current skills crisis will only worsen if the marketing and creative industries do not seek a culture change – towards continuous, structured learning.

That’s the view of the Data & Marketing Association (DMA), which says direction, support and structure are the essential building blocks of a learning culture yet are also often the main barriers to professional development.

For that reason, the DMA is advocating for what it calls ‘micro-upskilling’ as part of a new campaign.

It claims that with as little as one hour a week spent per employee to structured online learning and professional development, it’s possible to:-

  • Evolve skillsets and supercharge marketing output
  • Help businesses retain key talent
  • Give marketers the tools to grow what they know, enchancing CVs and allowing for the creation of better work

70% of professionals currently upskill less than an hour a week, according to a recent DMA poll.

DMA MD Rachel Aldighieri explains: “Our community needs to act now to help reduce creative, data and digital skills gaps and talent shortages seen across the UK’s digital economy. We want to futureproof the data-driven marketing industry and fuel economic growth by addressing the current skills crises. Micro-upskilling is one of the key solutions, with potential for short- and long-term benefits.

“A little and often mentality creates a habit that can fit around other responsibilities without damaging productivity – that’s important as technology evolves and professionals increasingly struggle to find the time to upskill.

Recent research found that 32% of UK employees changed jobs in last 12 months because their employer didn’t offer upskilling or training opportunities.

“The DMA is working with our community to introduce micro-upskilling as a key element of membership, to help marketing personnel enhance their skillsets and drive responsible business growth – We believe micro-upskilling will help to expand the digital and data-driven marketing skills of the current workforce,” added Aldigheirii.

However, this crisis isn’t just the responsibility of business leaders, says the DMA.

It is calling for the UK Government to deliver a more joined-up, unified National Data Strategy – to showcase the respected careers in marketing that talent with creative, data or digital skills can thrive in.

Contrary to the UK Government’s recent comments, which allude to a new campaign getting brands to reduce prices by cutting marketing budgets.

Why should businesses invest less time and resource in marketing when there is a skills crisis impacting the UK digital economy?

Aldigheirii said: “We’d like the UK Government, supported by industry bodies like the DMA, to take a more proactive role in upskilling and reskilling the nation with core creative, data and digital skills. Utilising government and industry initiatives such as apprenticeship and retraining schemes. We want to drive responsible growth through the professionalisation of our industry.”

DMA and OneTrust offer marketers GDPR compliance tools

OneTrust and the Data & Marketing Association (DMA) have entered a strategic partnership to equip marketers with the tools, training and resources needed to successfully build, implement and scale responsible marketing programmes that comply with global privacy laws including the GDPR and CCPA.

As the DMA’s Responsible Marketing Partner, OneTrust will work with the organisation to provide software tools, training, resources and thought leadership to help marketing departments to responsibly manage, protect and administer customer data.

The GDPR and CCPA created new compliance challenges for marketers to maintain compliance while delivering customised user experiences. The partnership includes supporting the “Data Privacy: An industry perspective 2019” research. This latest survey is currently open to anyone working in the data & marketing industry to share their latest views.

The partnership includes:

  • Resources & Research: OneTrust and the DMA will produce joint surveys and webinars focused on the topics most relevant to marketers, including how to comply with the GDPR and the latest regulatory amendment to the CCPA.
  • Free In-Person Workshops: OneTrust and the DMA will partner at select PrivacyConnect and MarketingConnect workshops, free, local events that equip privacy and marketing professionals to connect, share experiences, and learn the latest regulatory requirements and implementation best practices.
  • The DMA’s Data Summit: OneTrust will also headline the DMA’s Data Protection Summit, taking place on 28 February in London.

“As the industry association representing the data and marketing industry, acting responsibly while also creating engaging experiences that put customers first is a core tenet of our Code. In OneTrust we have found a partner that shares these key values and the belief in a customer-centric approach to data and privacy,” said Rachel Aldighieri, MD of the Data & Marketing Association (DMA). “The partnership will also offer added benefit to our members, offering them access to a range of additional tools, training and resources to not just comply with privacy laws, but truly put the customer at the heart of their business. Giving them a competitive advantage by developing trust through their approach to data and privacy.”

“Becoming the DMA’s Responsible Marketing Partner was a natural fit; we share a mission to equip marketers for success while maintaining compliance with the evolving regulatory environment,” said Kabir Barday, CEO and Fellow of Information Privacy (FIP), OneTrust. “We’re excited to build upon our existing partnership and launch new research and resources for marketers. Together we’re able to provide members access to the OneTrust PreferenceChoice suite of marketing compliance tools, resources, research and best practices to responsibly manage and protect customer data.”