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What are the most in demand marketing skills in 2016?

Author's avatar By Dave Chaffey 13 Jul, 2016
Essential Essential topic

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.


Author's avatar

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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