This research is from a report which is a collaboration between Smart Insights and The IDM. Its goal was to help marketers understand the skills needed to improve in their careers and to help employers understand the range of skills they need to develop. Respondents include Smart Insights members, thanks if you took part!
This first chart shows the importance based on time spent on current activities by marketers. It shows the wide range of skills needed and highlights the need for marketers looking for new jobs to demonstrate planning, data analysis and project management skills.
The second chart is more useful since it highlights the skills gap, comparing the skills that marketers have now against those they aspire to develop in the future.
This analysis also highlights the importance of developing marketing management skills, but also highlights a desire to develop skills in practical techniques which will be important in the future. For example, data management, marketing automation, search marketing and AI/Machine learning all have higher skills in the future than they do now.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing 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. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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