Although the core digital skills that marketers rely on are improving, the increasing demand for new and evolving technologies is creating a skills gap in most industries.
This is according to research published by training organization Target Internet in collaboration with the Chartered Institute of Marketing (CIM).
This year's report analyzes data from more than 10,000 marketing professionals collected between 2018 and 2023 and highlights key short- and medium-term trends, opportunities, and challenges across the marketing sector. I am.
Rapid changes in the marketing environment impact the skills marketers need
Another study conducted by CIM highlights the complex environment in which marketers operate. Interestingly, one in five respondents (19%) said they felt they only had some of the skills needed to successfully perform their role. Almost 4 out of 5 (79%) believe that the skill set required for the job has completely changed in the past 10 years.
As many marketers are forced to adapt to a variety of emerging technologies, including generative AI, Google Analytics 4, Web3, an ever-growing martech stack, and a number of social media platforms, the range of skills expected of them is increasing. It's no surprise that it's widespread. The profession continues to expand.
The pace of development in this field means that the range of skills expected of marketing professionals continues to expand, and companies are digging deeper into training and development in times of economic uncertainty. We need to keep investing.
Marketing skills grow, but skills gaps remain
According to the report, major marketing areas are seeing an overall upward trend, with social media (+8%), e-commerce and lead generation (+5%), and email marketing (+5%) the largest on average. While showing improvement, we found that content marketing is on the rise. (+1%), Analytics and Data (+2%), and PPC (+2%) had more modest increases.
However, despite the overall upward trend, improvements in most digital marketing areas remain relatively low and are still far from universal. There are clear gaps in marketing skills, with some areas seeing only modest increases from pre-pandemic levels and some areas yet to recover.
The fast pace of change in the marketing department means that it can be difficult for marketers to stay up to date and relevant, which can lead to team It impacts your ability to achieve your business goals, which in turn impacts your bottom line. Ensuring your team has the skills needed to compete in a crowded marketing field requires continued investment in training.
Skill gaps vary by level
The research found that while marketers at different levels have improved their skills over the past 12 months, some in lower-level roles have regressed, with all levels improving their skills through ongoing training. It clearly shows that you need to update.
- Interns' skill levels are trending upward across the board compared to last year, with the most notable increase being in general marketing (+18%).
- Assistant/graduate level roles have seen the least progress, with scores regressing in 4 out of 12 areas, with social media (+9%) being the only area with significant progress.
- In contrast, the department head group showed progress in all but one competency area on the benchmark test, while the director-level group showed progress in all 12 competency areas; It was at or above my ability level. Seniority is average.
confidence vs ability
The benchmark also suggests that a gap exists between confidence and actual skill levels in most technology-driven marketing fields. With the exception of marketing theory, email, e-commerce, and lead generation, confidence levels consistently exceed actual capabilities. This was most evident in his content marketing, usability, and social media.
Daniel Rowles, CEO of Target Internet, said: Companies and individuals who adopt a culture of continuous professional development have a real opportunity to differentiate themselves, especially as technology continues to evolve rapidly. It further emphasizes that reducing investment in training has proven to be an ineffective strategy in increasing productivity and fostering growth. ”
Chris Daly, Chief Executive of the Chartered Institute of Marketing, said: But the report's findings should serve as a wake-up call for marketers to invest in training and development. The range of skills expected of marketing professionals continues to expand, giving us new opportunities to drive change and demonstrate value in our industry. But to achieve this, it's important for marketers to stay aware of the rapidly changing marketing environment and stay up to date with professional development. Otherwise, you risk being left behind.
“Digital skills remain in high demand in a rapidly changing environment, so we encourage marketers to invest in their own skills and the skills of their teams to stay ahead of the curve.”
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