Digital marketing will become even more important after the coronavirus. What are the challenges of human resource development? (Synchro Co., Ltd./Agenda note survey)

Due to the spread of the new coronavirus, many consumers are using the Internet more than ever before. Therefore, digital marketing is considered to be more important than ever.

Under these circumstances, many companies would like to strengthen their digital marketing. What is important in this regard is human resource development.

Synchro Co., Ltd. and Agenda note (managed by Nanovation Co., Ltd.) jointly conducted a survey of business owners, marketing executives, and managers regarding marketing human resources development, etc.

Reference source:
[Press Release] Post-corona digital marketing is becoming more important. What are the challenges faced by 90% of organizations in developing marketers? ~Summary of survey results regarding marketing education~

“The importance of understanding digital marketing” was recognized.

How has the perception of marketing and digital marketing changed since the spread of the new coronavirus infection began?

The graph below shows the results of the responses to the questions, “Is the role of the marketing department expanding?” and “Is there an increasing need not only for the marketing department but for the entire company to understand digital marketing?”

Regarding the expansion of the role of the marketing department, 73.3% of respondents answered “Apply” (30.7%) and “Somewhat Appropriate” (42.6%). Most executives, marketing executives, and managers seem to feel that the role of the marketing department is expanding.

Regarding the growing need for a company-wide understanding of digital marketing, 29.7% answered “apply” and 35.6% answered “somewhat,” for a total of 65.3%.

Many respondents felt that this was true for both the expanding role of the marketing department and the growing need for company-wide understanding of digital marketing.

Lack of human resources involved in marketing and three problems causing it

Although there seems to be a growing recognition that marketing and digital marketing are important, human resources are essential to actually drive marketing measures.

Are there currently enough human resources involved in marketing? The graph below shows the answer to the question “Are there enough marketers in the field?”

More than half of the respondents (51.4%) answered “Not enough,” and when combined with 26.7% who said “Somewhat not enough,” the number rises to 78.1%. What causes this shortage of human resources?

The following three points are raised regarding this.

Lack of human resources capable of providing marketing education
Difficulty implementing marketing training within the company
Skill sets of marketing personnel are not clearly defined

The graph below summarizes the responses to questions such as “Are there enough human resources to provide marketing education?” and “Is training provided?”

Regarding human resources capable of carrying out marketing education, 71.2% answered that there were not enough human resources, and 18.8% said that there was a somewhat insufficient number of people, for a total of 90%.

Regarding training, a total of over 70% of respondents answered “Not provided” or “Somewhat poorly provided” for all categories except “Support for participation in external courses/events.” It can be said that the difficulty in implementing marketing education training in-house is also a cause of the shortage of marketing human resources.

The third issue raised was the issue of personnel evaluation, which is necessary for human resource development.

The graph below shows the results of the responses to the questions, “Have human resources requirements been clearly written?” and “Have the skills of each employee been visualized?”

For both “clarification of human resources requirements” and “visualization of each employee’s skills,” more than 80% of respondents said they were “not able to do it” or “slightly not able to do it.”

Even when trying to develop human resources involved in marketing, it was not clear what skills were needed in the first place. First of all, it is said that “clarification of skill sets” is an urgent need.

A basic understanding of marketing is a basic skill for all future businesspeople.

Lastly, I would like to see the answer to the question, “Is it better for all employees in charge of business to understand the basics of marketing?”

The total of 85.1% of respondents answered “Applicable” (47.5%) and “Somewhat applicable” (37.6%). Understanding the basics of marketing may become a basic skill for all business people in the future.

Reference source:
https://thinqlo.co.jp/5138