It is no secret that IT has long been one of the core contracting disciplines for independent professionals freelancing through Umbrella Companies; however, new research suggests that IT contractors would do well to brush up on marketing know-how as demand for a new hybrid breed of specialist begins to soar – meet the technical marketer.

IT and marketing specialists have been partnering closely for a number of years in a liaison that has at last culminated in a new type of specialist capable of keeping pace not only with the continual innovations of technology but also with shifts in consumer behaviour.

So says leading recruitment expert Hays, which has found that demand for digital marketers has been rising rapidly as more firms appreciate that successful digital marketing rests on two pillars: a clear understanding of their customers’ online behaviour and an ability to interpret the data that holds these secrets.

A senior manager at Hays Marketing, Helen Moss, said: “The challenges and opportunities for organisations in the age of digital marketing are enormous, and marketers must ensure they can guide and influence business growth through the ever-expanding digital channels; however, we have found that digital marketers are hard to find, attract and retain. As the demand for their skills increases in the future, this talent pipeline will come under even more pressure.”

The top digital marketers, Ms Moss added, must have “experience and expertise in e-commerce, SEO, PPC, affiliate marketing and social media, as well as transformative product and technology capabilities.”

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