Research into the skills marketers use day-to-day and those that will aid their career progression reveals the ‘quantum marketing’ skills challenge.
The IDM has conducted new research into the skills marketers use in their day-to-day roles and the ones that will enable them to take the next step in their career, investigating 33 key skills across 5 areas of expertise. This first edition of the ‘Professional skills census’ highlights the ‘quantum marketing’ challenge ahead for the industry, with 27 of the 33 skills analysed having a gap between their importance for career progression and for current roles.
Of these ‘skills gaps’ there are 13 that marketers believe need to be addressed urgently and most concerning is that half of marketers (49%) said they have not received training in these key areas they believe are essential to their future career and the success of the industry. These skills and the current ‘skills gap’ are:
- Direct/Digital skills: Mobile marketing (+19%), Marketing automation & integration (+12%), Search marketing (+12%)
- Data skills: Analysing customer data/insight (+12%), Data analysis & reporting (+10%), Data & database management (+7%)
- Management skills: Appraising employee performance (+16%), Presentation/public speaking (+15%), Marketing finance (+12%), Client/stakeholder management (+9%)
- Strategy/planning: Optimising campaigns (+13%), Briefing agencies & evaluating performance (+7%), Communications planning & strategy (+10%)
“In a fast-changing environment, it’s important for marketers and the businesses they work for that they continue to cultivate a range of skills. Not just the skills they use today, but also those they will need in the future,” comments Jane Cave, MD of the IDM. “To attract and retain talented staff, and remain relevant in an environment that thrives on innovation, organisations need to promote a culture of continuous upskilling and reward employees for their professional development.”
Read the full report to understand the full picture of the marketing industry’s ‘quantum marketing’ skills challenge, including the areas that need investment of both time and money in order for the industry to remain competitive, address key challenges and take advantage of future opportunities.
Download the Professional skills census 2018 report:
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