33 key skills, 5 areas of expertise. How do modern marketers fare?
Quite badly, as it turns out.
The Institute of Direct and Digital Marketing (IDM) conducted the Professional Skills Census 2018, exploring the skills that marketers use daily and those that will aid their career progression.
Alarmingly, nearly half of surveyed marketers (49%) said they have not received training in 13 key skills they believe are essential to their career and the success of the industry. These skills include mobile marketing, analysing customer data, presentation, client management and optimising campaigns.
Jane Cave, Managing Director of IDM, said: ‘To attract and retain talented staff, and remain relevant in an environment that thrives on innovation, organisations need to promote a culture of continuous upskilling and reward employees for their professional development.’
Dubbed The ‘Quantum Marketing’ Skills Challenge, this research surveyed 377 marketers to establish how relevant they believe their marketing skill set to be to face the industry challenges of the future.