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Design Skills More Important Than Analytics or Development?

There are very specific challenges depending on how "mature" your enterprise is when it comes to its digital marketing initiatives, but it appears that design is nearly always a top priority for any stage. 

IT staffing and services solution TEKsystems, for example, recently released data that reveals that design-related skills were the top skill set for those organizations that considered themselves mature (those with a fully optimized digital market strategy, those with a digital marketing strategy that is integrated into their overall marketing strategy, and those with experience with digital marketing but which are still formulating a strategy), above both analytics and development.

"As companies start to formulate their approach to a digital marketing strategy, there is a nearly unanimous belief that design is a critical need," read the report announcement. 

"In fact, it remained a top critical future need as organizations progressed through the integrated and optimized stages of the digital life-cycle. Comparatively, marketing leaders indicate that over the next 12 months, digital design skills will have a higher impact than either analytics or development skills on digitally mature organizations." 

The survey also revealed that regardless of digital maturity, almost two-thirds of marketers will default to an internal model when there is a preference for more control (or to maintain that control) and an external model when they have more specialized needs.

“It’s clear that organizations with optimized digital marketing strategies have taken the guesswork out of determining which skills they need and how to best source the skills that provide the best possible customer/user experience,” said Jason Hayman, market research manager, TEKsystems. 

“While it’s true that they have more budget devoted to this task, their approach is carefully considered, and they prefer to first look internally, then, when necessary, externally to enterprise integration and consulting firms for the skill sets they need. Those skill sets, including analytics, development and design, are key to not only developing the features and functionality that matter most when it comes to the user experience, but also to measuring the effectiveness of the various tools being created and deployed.”

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