The 'Quantum Marketing' Skills Challenge

IDM releases first ever Professional skills census 2018

Research into the skills marketers use day-to-day and those that will aid their career progression reveals the ‘quantum marketing’ skills challenge. Download our skills census here and transform your career with our training courses.

Data-driven Marketers are the largest segment with 27% of all respondents, revealing a sign of things to come. They do not specialise in data, but use data skills or Data Specialists’ outputs extensively.

Currently, Data-driven Marketers are predominantly responsible for digital channels. They also include senior direct marketers, who have to combine data from mobile and social channels in addition to traditional consumer touchpoints.

Examples of Data-driven Marketer roles include:

• Digital Marketing Manager
• Digital Campaign Manager
• Social Media Manager
• Mobile Marketing Manager
• Search Marketing Manager
• Media Planner
• Campaign Optimisation Manager
• Fundraising Marketing Manager
• Head of Consumer Relationship Marketing
• Head of Direct Marketing

The IDM Skills Census looks into 33 skills, grouped into five categories: Content/Creative, Data, Direct/Digital, Management and Strategy/Planning.

Overall, the study highlights how marketing roles are becoming richer, more data-driven and strategic in their nature. We are witnessing a conflation of roles and skills, with marketers needing to think more like data analysts and data specialists needing to think more like marketers.

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