By Elizabeth McTaggart, head of marketing for the Asia-Pacific region at Udemy
In an industry as dynamic as marketing, keeping abreast of the latest trends and innovations has always been business-critical. In today’s world, it’s become even more crucial for marketers to upskill to stay relevant in the industry. Rapidly evolving technologies, cultural and generational changes, and altered work habits are driving the need to continue upskilling in marketing skills to keep up with global competition.
Marketing professionals in Australia are embracing online learning for flexible and effective upskilling, as research indicates skills are becoming obsolete every five years. We’re taking learning into our own hands, so it is imperative for organisations to incorporate online learning within our daily flow of work.
With the rapid changes in technology and the introduction of new tools, Australian businesses are focused on acquiring marketing skills related to generative AI, Google ads or adwords, technical writing, marketing analytics and business strategy. On the other hand, our marketplace data highlights individuals are also interested in social media marketing, SEO and affiliate marketing.
Technological changes
Generative AI remains a sought-after skill across multiple industries with the growth extending into non-technical fields including marketing. One of the most popular Udemy courses on this topic for Australian organisations is focused on how to use ChatGPT and Generative AI to help create content.
More than ever, the marketing landscape is heavily reliant on data, analytics and a deeper customer understanding. AI-powered tools are now able to help marketers scale operations, save time, reduce costs, provide greater customer satisfaction, monitor data and gain insights.
With global companies setting the trend, Australian marketers are feeling the push to acquire or refresh skills. The Udemy’s Q2 Global Workplace Learning Index shows strong growth in topics including ChatGPT (386% increase globally in Q2 compared to Q1), Generative AI (278%) and Prompt Engineering (190%), with companies diving deeper into role-specific uses of generative AI to tap its transformative potential. The impact has been felt across the industry to optimise core tasks including copywriting support, idea generation to enhance visual presentations, increase traffic and sales, and large-scale email creation to improve the creation of personalised marketing emails.
History has shown that technological advancements impact how we work and typically add jobs in the market. We’ll see more automation and repetitive mundane tasks will soon be transferred to AI, which will leave marketers more free time spent on more strategic work.
Cultural and Generational Changes
It’s no revelation corporate culture is changing at a faster rate than ever before. This cultural change is being driven by younger people, particularly with the rise of social media platforms. Millennials and Gen Z have a bigger appetite for digital learning and upskilling and generally, this demographic seeks continuous learning to stay ahead in the evolving digital landscape. For example, the rise of influencer marketing has been relatively recent and has now become imperative for marketing professionals to understand and stay abreast of government legislations around this.
Beyond a broader generational shift, Australia itself has some unique needs when it comes to marketing. Aspects like diversity and sustainability are top of mind for the Australian population and marketers. Refreshing marketing skills consistently ensures professionals can acquire more customers effectively.
For marketers working across regions, there’s also the need to understand cultural nuances, traditions and sensitivities when creating marketing material. As the world becomes more globalised, these skills will need to be more developed.
Changing Work Habits
How we work has changed significantly in the last decade, particularly post-pandemic. A combination of environmental and technological changes has shifted how people want to work and how they do it; with the rise of global, digital nomads, and an increasingly permanent structure of hybrid work.
Remote working and increased flexibility has given weight to soft or professional skills that can help professionals enhance their communications and leadership abilities. Online courses on such in-demand professional skills are now helping professionals uplevel and grow in their careers.
Closing the skills gap can be achieved through empowering employees with upskilling opportunities that are curated, affordable and effective. Many global companies are taking steps to build more inclusive and diverse cultures to ensure individuals from all walks of life can thrive in today’s competitive environment.
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Top image: Elizabeth McTaggart