Close

We use cookies to help enhance your experience and improve the functionality of our website.
For more details and help to manage your cookie options read our Privacy & Cookies information.

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.

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:

Download

To find out more about our qualifications & training courses, including the latest insights from the IDM blog, please fill in the form below.

 

For further information about how we process your personal data, please see our Privacy Policy.

 

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

Over 100,000 marketers have become part of the IDM professional alumni network


Over the last 30 years we’ve trained over 100,000 delegates across 30 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

Solid, practical and varied training. All sessions delivered to a really high standard. I feel much more equipped with the necessary skills within the market place – would definitely recommend!

Claire Robinson,
Digital Marketing and Insights Manager, Vodafone

Train Your Teams

Upskill your teams marketing capabilities with a tailored IDM training plan that suits your business

Enhance your career with the IDM

Your training partner in filling digital and direct marketing skills gaps, setting you apart as a doer

X
share on