Marketers say automation is a key focus but many lack skills

Marketers say automation is a key focus but many lack skills

While digital transformation is at the top of the agenda for most marketers, many feel they are not receiving the right training or support from employers to equip them with skills for the future.

Marketers are optimistic about automation and the benefits it can bring to the workplace, and are often further ahead in their automation journey than other professionals. But there is a growing knowledge gap and many feel unsupported in their efforts to upskill.

According to a new study from recruiting firm Hays, 79% of marketers say digital transformation is a primary or secondary focus for their organisation and 55% believe automation will allow people to add greater human value to an organisation in the future.

However, 40% of employers say they lack the skills to enable them to make the best of automation technology and 53% cite a lack of skills from current staff as the biggest barrier to the implementation of automation.

While only 15% of marketing employers have hired a change manager, team or agency – below the UK average of 28% – 41% say they are planning to. This suggests a considerable swing in the future towards preparing teams for the changes automation will bring….[read more]



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