Digital Marketing Megatrends 2017

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What are the most in demand marketing skills in 2016?

Which marketing skills are most sought after by CMOs?

This week, we're launching a survey on Digital Marketing Skills - we'd appreciate it if you could take a couple of minutes to give your personal views on digital skills development and you'll receive a free copy of the report.

Since we're covering demand for skills for digital media and technology, I thought it would be interesting to look at the demand for the broader marketing skills-set. Recruitment specialists Spencer-Stuart have recently published their 2016 CMO Summit Survey Marketing Skills survey which compares the skills that are most important to CMOs for success against how difficult it is to recruit for these skills.

Marketing Skills in 2016

Consistent with our Digital Skills survey, Digital Marketing is the most popular skill and it is also one of the hardest skills to recruit to. Closely related is Data Analytics and Insights, which is even more difficult to recruit to.

These digital skills are followed by more traditional skills in Strategic Thinking, Brand Marketing and Loyalty/CRM and Product marketing. This shows how it's important to create a balanced range of skills when considered training or qualifications. Focusing on developing digital marketing skills may not be sufficient since marketing fundamentals are still at the heart of effective marketing.


By Dave Chaffey

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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