Marketers are optimistic about automation and the benefits it can bring to the workplace, and are often further ahead in their automation journey than other professionals. But there is a growing knowledge gap and many feel unsupported in their efforts to upskill.

According to a new study from recruiting firm Hays, 79% of marketers say digital transformation is a primary or secondary focus for their organisation and 55% believe automation will allow people to add greater human value to an organisation in the future.

However, 40% of employers say they lack the skills to enable them to make the best of automation technology and 53% cite a lack of skills from current staff as the biggest barrier to the implementation of automation.

While only 15% of marketing employers have hired a change manager, team or agency – below the UK average of 28% – 41% say they are planning to. This suggests a considerable swing in the future towards preparing teams for the changes automation will bring….[read more]