I’ve been calling this since 1994 and it just gets bigger and bigger.
There’s a massive shortage of people who understand pay per click advertising, search engine optimization, tracking and testing, conversion and just plain crunching the numbers.
You can’t say I haven’t done my part.
What have we been doing since 1994?
We’ve brought people the best of the best in the hard disciplines of Internet marketing, the skills I’ve referred to for at least 12 years as “the plumbing.”
It’s not glamorous stuff, but folks who make the effort and take the time to learn these things can literally write their own ticket.
So what do people do instead?
They chase the guru, fad and/or whiz bang marketing trick of the month.
As usual, the New York Times is a little slow to pick up on reality, but they’ve finally joined the party:
Advertising companies fret over a digital talent gap
– Ken McCarthy
P.S. For over 25 years I’ve been sharing the simple but powerful things that matter in business with my clients.
If you’d like direction for your business that will work today, tomorrow and twenty years from now, visit us at the System Club.
Ken,
I know much of the country is struggling mightily with unemployment… But there are BIG opportunities for those who know how to add revenue.
As a marketing consultant and copywriter, I’m making more than ever (more than 4X what I was making a few years ago before I learned direct response and internet marketing). And of course my clients are making a whole lot more.
Some of the early lessons I picked up from you (especially from The System Club Letters book and the Gary Bencivenga interview) have been instrumental in my success. When people learn these fundamental lessons and then APPLY them (DO SOMETHING!) they’re basically set for life. I know I am.
Best to you, and keep doing what you’re doing because it’s working dang well — and it’s clear from the NYT article that the world’s still in need of it.
Best,
Roy
I am always amazed at the new names they create to describe new jobs. “Platform manager”,” social media consultant”, etc
These words would not have made sense a few years back.
Goes to show that jobs don’t go away, they just morph into something else. All you need to do is learn and adapt.
I think the vast increase in specialist areas requiring specific skills is part of the problem. I liken it to being at the outer edge of the universe as it expands. The fragments (specialist areas) get smaller and more narrowly focussed.
There are so many different fields nowadays and they all require people with top skills – there just aren’t enough people to go around. The problem isn’t going to go away either.
We can see it in internet marketing but I guarantee the same thing will be happening in medical, engineering, agriculture and anywhere else you care to look.
Mark S.