The world of marketing has grown rapidly due to digital transformation, and marketers need a mixture of old and new skills to succeed. Research shows that globally, organizations are struggling to hire skilled talent, citing a lack of both technical as well as creative skillsets. For example, 32% of senior marketers in the UK admit that they do not have the skills to deliver “brilliant brand work” according to a Drum report, while in the Australian market, marketing skill gaps are getting bigger, says the latest Hays Jobs Report. To solve this, marketers must look at a variety of refresher courses, especially on emerging technologies such as AI, machine learning, automation, and the like.
You can read our
The world of marketing has grown rapidly due to digital transformation, and marketers need a mixture of old and new skills to succeed. Research shows that globally, organizations are struggling to hire skilled talent, citing a lack of both technical as well as creative skillsets. For example, 32% of senior marketers in the UK admit that they do not have the skills to deliver “brilliant brand work” according to a Drum report, while in the Australian market, marketing skill gaps are getting bigger, says the latest Hays Jobs Report. To solve this, marketers must look at a variety of refresher courses, especially on emerging technologies such as AI, machine learning, automation, and the like.
You can read our Top 8 Machine Learning Certifications for Marketers here.
Top Skills for Modern Marketing Professionals
While brands are partnering with creative and digital marketing agencies to bridge the skills gap, it is also important to foster the latest technical know-how in the in-house marketing function. For agencies, staying abreast of the latest marketing skills is even more critical as this gives them a clear competitive advantage. Top skills to look out for include:
Automation: This is the future of digital marketing, and knowledge of how to use AI-based automation, as well as marketing automation tools like Marketo, Pardot, and HubSpot is a must-have.
Analytics: Most marketing activities today are driven by data. Knowing how to collect and collate different data sources, make sense of raw information, and activate the right datasets will lead to marketing success.
Strategy: High-level strategizing has consistently been rated as an essential marketing skill.
Resources for Learners
If you are eager to brush up on existing and new marketing skills, be sure to check our role-specific guides:
Kickstart your career with the right set of marketing skills – scroll down to stay ahead with all the latest updates.
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