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The biggest digital marketing skill gaps in 2024

By Anjana Jayasena, Analytics Manager at Semetrical 

Today’s marketing world demands technical savvy like never before. Many of our clients face challenges in mastering key technical elements, such as smoothly implementing consent mode v2 and ensuring data flows seamlessly for actionable insights. With Analytics enquiries on the rise, it’s clear that businesses must prioritise bolstering their skills. It’s not just about staying ahead of the competition; it’s about empowering brands to make confident, data-driven decisions that drive real growth. Here are some of the biggest digital marketing skill gaps this year:

  1. Analytics 

According to MarketingWeek*, ‘Data and Analytics’ are the biggest skills gap faced by the marketingindustry in 2024, an issue currently experienced by over one third (36.9%) of brand-side marketers. This presents an increase from last year, where data skills were lacking in 34.4% of marketing teams, showing a widening of the gap.

The inability to effectively gather and analyse data is proving a significant barrier for brands and poses a serious area of concern for businesses. We’ve witnessed these challenges among our clients, increasingly so in the past year, with a much greater number of prospects coming to us with Analytics, specifically GA4 related enquiries. According to our Sales team, analytics issues currently make up the largest proportion of our enquiries!

  1. Performance Marketing

Interestingly, one of the most integral elements of Performance Marketing is the ability to analyse data. As such, it’s no surprise that Performance Marketing comes in second place after Data and Analytics.

While you don’t need to be a data wizz, it definitely helps to feel comfortable around large data sets in order to track and analyse the effectiveness of your campaigns and leverage data to deliver highly targeted campaigns too.

  1. Content

In 2024, 18.1% of marketing teams* report a skills gap when it comes to ‘Content and Copywriting’ skills. Providing augmented writing assistance and even content generation, generative AI was used by 76% of marketers** for basic content creation and copywriting in 2023, helping in some way to fill content gaps.

While it is debatable whether AI can be classified as a solution to replacing content skills, the general consensus among digital marketers – and Google – is absolutely not.

  1. Social media 

Surveys* show that 14.8% of marketing teams lack Social Media skills, which is particularly shocking given that 77%*** of businesses use Social Media as part of their marketing strategy

According to HubSpot****, the biggest challenges faced by marketers in Social Media include creating engaging content that generates leads, reaching their target audience, growing and retaining followers, as well as keeping up with trends and algorithm updates.

  1. E-commerce 

It is reported that 12.1%* of marketing teams are suffering from a lack of eCommerce skills, encompassing a variety of areas.

Much like Performance Marketing, eCommerce Marketing is heavily reliant on data skills in order to understand consumer behaviour, improve customer experience, track sales, and optimise strategies. Again, this reiterates just how critical analytical skills are in your marketing teams.

*https://www.marketingweek.com/marketers-data-analysis-skills-gap/

**https://www.emarketer.com/content/5-charts-showing-how-marketers-thinking-about-generative-ai-now-that-hype-has-passed

***https://www.forbes.com/advisor/business/social-media-statistics/

****https://blog.hubspot.com/marketing/hubspot-blog-social-media-marketing-report

Photo by Elio Santos on Unsplash

UX support remains top requirement for brands as skills gap widens

Major brands are struggling to find people with user experience (UX) skills and are searching globally to plug the gap.

That’s according to the latest Marketers Most Wanted report, which found that chief marketing officers and brand owners from some of the world’s largest companies are on the hunt for people and agencies with good UX skills.

The report, which monitors the actual briefs posted by chief marketing officers (CMOs) and brand owners on the Studiospace platform, found that UX made up 16.9% of briefs. This is a two point increase from the previous report and means UX tops the list for the second month in a row.

“The demand for UX skills is simply outstripping supply,” said Studiospace CEO Pete Sayburn (pictured, above).“There just aren’t that many people with the right mix of skills you need to be a UX designer. As a result, we are seeing a lot of demand and brands are taking a global approach to hiring agencies.”

Another skillset high on the list for CMOs is social media with 15.5% of requests, compared to 11.9% last month.

Marketing teams are handling a growing number of social media channels and are hiring agencies just to stay on top of it all,” added Sayburn. “We are also seeing demand for specific campaigns as well as videos, graphic design and copywriting.”

The survey found that demand for creative and production dipped slightly from 13.4% to 11.3%, moving from second into third place. Meanwhile, brand strategy remained fourth with 8.5%.

There was also a new entry for proposition design, coming in at joint fifth with software development on 8%.

“Major companies are looking to innovate and want to engage with tech specialists to do this,” said Sayburn. “In the current climate, budgets are tight but brands are exploring green and sustainability focused projects and want to work with engineers and designers to make changes to their core businesses. This trend has led to a number of briefs in the area of ‘proposition design’.”

The Marketers Most Wanted survey is published monthly and is based upon the actual briefs posted by CMOs and brand owners onto the Studiospace platform.

You can read the full report and further analysis by visiting the Studiospace blog.

Marketing industry urged to implement continuous learning cultures

The DMA is calling on senior management teams across the UK to introduce continuous learning cultures within their marketing organisations.

This follows today’s publication of findings from our UK-wide pilot into micro-upskilling, revealing it offers additional learner benefits compared to traditional training methods, but it must be spearheaded from the very top to reach its full potential.

In late 2022, around 150 learners across 16 multinational organisations, charities, SMEs, and agencies took part in trialling micro-upskilling over a 6–10-week period. Organisations such as Experian, RSPCA, Golden Charter, Visit Scotland, PETA, and The Dragonfly Agency were involved.

The DMA’s pilot is an integral part of its wider campaign to move the marketing industry a step closer towards reducing industry-wide skills gaps and talent shortages – to fuel future growth in the UK’s digital economy through continuous staff development.

The main objective was for participating learners to commit as little as one hour a week to flexible, bitesized e-learning and professional development. Following the pilot programme, learners took part in a survey to help the DMA better understand their experiences of micro-upskilling as an alternative learning approach.

There were key benefits identified by talent:

  • 52% of learners felt more engaged with upskilling due to the micro-upskilling pilot
  • 46% developed new skills through micro-upskilling that they wouldn’t have previously been able to
  • 39% of learners stated they found micro-upskilling better than their previous learning experiences
  • 67% believe micro-upskilling has made their organisation more engaged with their skills development

“Direction, support and structure are essential building blocks of a learning culture yet are also the main barriers to professional development,” said Rachel Aldighieri, MD of the DMA. “Our micro-upskilling pilot findings are really encouraging – demonstrating to businesses how they can develop these building blocks to supercharge skills acquisition in the short term, while instilling long-term learning habits across their organisation that benefits the employee and employer.”

A key challenge affecting 60% of learners was finding time to upskill. In addition, 55% also stated they had too many competing priorities. These were the most stated challenges by quite a margin, so senior leaders must bear this in mind when implementing micro-upskilling.

Because of these reasons, 35% managed to do micro-upskilling ‘most weeks’ throughout the pilot, with 39% only able to do it ‘some weeks’. 26% even stated that they were unable to ‘do it very often’.

Evidently, micro-upskilling opportunities are highly desirable to staff – so much so that 90% of learners stated that they would like to continue micro-upskilling with their respective organisations.

Aldighieri explained: “In the current economic climate, financial and time constraints mean that traditional training approaches are harder to implement, yet it is critical that our industry doesn’t neglect skills development and the growth of our teams. Micro-upskilling provides an effective and productive way of investing in our people and, in turn, plugging skills gaps to drive business growth.”

63% of learners stated they would feel more confident and positive about their career if micro-upskilling was permanent at their organisation – 33% would be more likely to stay with them.

Aldighieri added: “The fact that the majority of participating talent mentioned that if micro-upskilling became permanent it would boost their career confidence as well as their organisational loyalty, suggests it has a huge role to play as an alternative learning method in our industry – supporting traditional approaches such as training days.”

Micro-upskilling is clearly an important step in the right direction for facilitating meaningful change, so the DMA will now expand its commitment to it.

“The DMA will now work with our wider community to introduce micro-upskilling as a key element of membership. A pledge will be introduced requesting member organisations to commit an hour a week to all staff’s L&D in our new People Pillar of the DMA Code. We aim to make continuous learning synonymous with the DMA community, so our marketers are regularly enhancing their skillsets and helping to drive responsible business growth,” concluded Aldighieri.

Marketing agencies using technology to plug talent gaps

77% of UK organisations, including marketing agencies, say they are finding ways for technology to do jobs formerly performed by people in the face of hiring and skills issues.

That’s according to new research from Rackspace Technology, which shows two thirds (64%) of UK companies are downsizing their staff, facilitated by technology, out of a necessity, with roles in customer service the most likely to be automated, as identified by 70% of business decision makers – followed by IT operations (62%), sales and marketing (57%), business operations (56%), and HR and admin (56%).

Half of UK companies (47%) have increased their IT investment due to the current economic climate, recognising the crucial role technology will play in improving performance and plugging skills gaps.

Almost two thirds (63%) are looking for technology to drive greater efficiencies, such as through moving infrastructure to the cloud, but the motivation for increased investment also extends to talent issues, with UK companies now investing 1.5 times more money in roles performed by technology than those performed by people.

This reflects the challenging labour market, with two thirds (65%) of companies finding it difficult to fill technical vacancies and a similar proportion (62%) struggling to retain IT staff.

This commitment to technology to combat talent shortages, and the consequent trend for an increase in IT investment, is also being driven by growing confidence in return on investment among senior leaders. Three in five (58%) organisations acknowledge established ROI on technology is encouraging further financial commitments.

It is also shifting the requirements for all staff, not solely those working in IT. The vast majority (85%) of UK companies now prefer non-technical staff to have a degree of technical proficiency, regardless of whether it’s a core element of the role. 

Mahesh Desai, Chief Relationship Officer, EMEA, at Rackspace Technology, comments: “In times of economic uncertainty, committing increased spend to technology is a risk a majority of companies simply must take in the face of technical skills shortages across the board.

“Not only can technology offset the reduced workforce available but it is a well-established way of driving business efficiencies as well – though only if used effectively.

“Three quarters (73%) of UK organisations also said cloud operations would be a key investment area over the next 12-18 months and while they have correctly identified an important tool in improving their operations, they will need to optimise these investments and strategies to feel the true benefit.

“It should also be noted that technology itself is very different to technical-proficient staff. A tough labour market and therefore necessity might be driving the growing role tech is playing within companies but finding and retaining capable staff will remain crucial for businesses to thrive.”

To download the full report, click here.

Take your marketing career to the next level with these excellent online courses

Our selection of online courses tailored specifically for the Marketing sector will enable you to both learn new skills and improve existing ones in 2023 and beyond – sign up today! These are specially-curated online courses designed to help you and your team improve expertise and learn new things. The Sales & Marketing and Management, Leadership & Business Operations online learning bundles, provide you with over 100 courses, which cover all areas of both professional and personal development:
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  • LinkedIn for Business Certification
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And many more! Find out more and purchase your course online here. For just £99 (usually £149), you can share the courses with your colleagues over a 12-month period. Additionally, there are a variety of bundles available on all spectrums;
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Book your courses today and come out of this stronger and more skilled!

Digital skills shortage impacting multiple UK sectors

Demand for digitally skilled workers in UK vertical industries including technology, finance, ecommerce and retail, is outgrowing the level of digital skills available.

Yet, only half (51%) of British companies within these vertical industries are willing to spend more than £25,000 on recruitment and learning and development (L&D) combined, to boost skills such as cybersecurity, software architecture and data analysis.

That’s according to research from O’Reilly, conducted by Censuswide in September 2022, which surveyed 300 HR decision-makers within the technology, finance, ecommerce and retail industries (100 per industry) to identify the digital skills most in demand and potential barriers to upskilling staff.

More than a quarter (27%) of the HR decision makers surveyed say their organisation faces the biggest lack of skilled workers in cybersecurity, followed by software architecture (15%) and data analysis (14%). Despite this, only a third (33%) are willing to spend more than £10,000 on recruitment and L&D to hire cybersecurity talent. Meanwhile, the majority of organisations plan to spend no more than £10,000 on recruitment and L&D for data analysis (71%) and software architecture (68%) skills.

Instead, almost a third of organisations plan to spend up to or more than £20,000 on recruitment for AI and ML (32%) and cloud (31%). Additionally, more than a quarter of organisations will spend up to or more than £20,000 on AI and ML (29%) and cloud (28%) L&D to upskill employees. Organisations will spend the most on L&D for Gen Z (average £13,962), followed by £13,608 for Millennials and £13,495 for Gen X over the next twelve months.

Disparity in recruitment vs L&D spend

Encouragingly, the majority (83%) of vertical industries plan to spend between £25,000 – £50,000 on overall recruitment for skilled tech vacancies over the next twelve months. Yet, only 78% will spend the same amount on tech-related L&D.

The technology sector is planning to spend the most on overall recruitment (average of £33,676), compared to £31,651 on L&D. Additionally, the finance sector will spend an average of £33,075 on recruitment compared to £31,400 on L&D, while the retail and ecommerce sector will spend an average of £29,275 on recruitment versus £28,801 on L&D.

The biggest barrier to upskilling current employees for more than two fifths (21%) of organisations is insufficient resources, followed by a lack of internal personnel (19%) and a lack of internal buy-in (17%). In the tech sector specifically, 21% of organisations say lack of leadership support is a key barrier to upskilling current employees. However, across all industries combined, 58% of HR decision makers feel ‘significantly’ supported by leadership when it comes to investment in tech-related L&D.

“It’s encouraging that 80% of companies within the UK’s tech, finance and retail sectors have increased investment for tech-related learning and development over the past three years. However, our data suggests that further investment is needed to recession-proof the UK’s vertical industries,” said Alexia Pedersen, VP of EMEA at O’Reilly.

“With the pound currently at a 37-year low against the dollar, now is the time for companies to deploy upskilling programmes alongside ongoing recruitment efforts. Likewise, employees should prioritise L&D to safeguard their role and make themselves an invaluable asset to their organisation. This will be key to creating a highly skilled workforce that keeps British businesses at the forefront of their industries globally.”

The most sought after freelancers in the UK? Web & graphic designers

Twenty-two per cent of SME owners suggest that web design is the most-likely role to be outsourced, while digital roles hold top three spots for highest average hourly freelance pay.

That’s according to a recent study by small business lender iwoca, which analysed some of the UK’s most popular job sites to identify the top freelance hiring trends across the UK.

The research shows just how reliant small business owners could be on freelancers, with nearly half of respondents at 47% saying they had used a freelancer before, and 65% claiming they are likely to use one to help grow their business.

The top three roles that business owners are most likely to outsource are:

  1. Web Designer- 22%

  2. Accountant- 20%

  3. Social Media Manager- 15%

iwoca’s research on freelance site Upwork identified that the freelance skill costing the most, on an hourly basis, was Search Engine Marketing Specialist (SEM).

SEM Freelancers advertise an average hourly rate of £58.76, the most expensive skill of those studied on Upwork in the UK. If hired as a full-time employee, the hourly rate for an SEM Specialist would be just £15.17 (based on average annual salaries from Glassdoor), only around 25% of what the equivalent freelancer would make.

Rank

Freelance Skill

Average hourly rate to hire on Upwork

Annual earning potential as a freelancer

Average annual salary in full-time employment

1

SEM Specialists

£58.76

£112,826.88

£31,540

2

SEO Specialists

£57.59

£110,566.09

£35,365

3

Copywriter

£53.87

£103,424.64

£28,966

4

Developer

£51.82

£99,488.45

£41,851

5

Programming

£49.65

£95,323.84

£33,223

The three lowest paid freelance roles, all costing less than £20 per hour, were Sales Representatives, Customer Service Representative and Data Entry Execs at £17.03, £18.28 and £19.01 respectively.

Despite the high hourly rate of Search Engine Marketers, it’s not the role with the most freelance job ads. Only 13 SEM roles were advertised on the freelance site Upwork (up to 31 May) compared to the most advertised job, Developer, which had 243 openings, followed closely by Copywriter, with 234 job openings.

Rank

Job Title

Job openings for freelancers

1

Developers

243

2

Copywriter

234

3

Sales Representative

220

4

Branding

200

5

Graphic Designer

197

To view the full research please visit iwoca: here 

DMA targets ‘micro-upskilling’ to tackle marketing skills shortage

The current skills crisis will only worsen if the marketing and creative industries do not seek a culture change – towards continuous, structured learning.

That’s the view of the Data & Marketing Association (DMA), which says direction, support and structure are the essential building blocks of a learning culture yet are also often the main barriers to professional development.

For that reason, the DMA is advocating for what it calls ‘micro-upskilling’ as part of a new campaign.

It claims that with as little as one hour a week spent per employee to structured online learning and professional development, it’s possible to:-

  • Evolve skillsets and supercharge marketing output
  • Help businesses retain key talent
  • Give marketers the tools to grow what they know, enchancing CVs and allowing for the creation of better work

70% of professionals currently upskill less than an hour a week, according to a recent DMA poll.

DMA MD Rachel Aldighieri explains: “Our community needs to act now to help reduce creative, data and digital skills gaps and talent shortages seen across the UK’s digital economy. We want to futureproof the data-driven marketing industry and fuel economic growth by addressing the current skills crises. Micro-upskilling is one of the key solutions, with potential for short- and long-term benefits.

“A little and often mentality creates a habit that can fit around other responsibilities without damaging productivity – that’s important as technology evolves and professionals increasingly struggle to find the time to upskill.

Recent research found that 32% of UK employees changed jobs in last 12 months because their employer didn’t offer upskilling or training opportunities.

“The DMA is working with our community to introduce micro-upskilling as a key element of membership, to help marketing personnel enhance their skillsets and drive responsible business growth – We believe micro-upskilling will help to expand the digital and data-driven marketing skills of the current workforce,” added Aldigheirii.

However, this crisis isn’t just the responsibility of business leaders, says the DMA.

It is calling for the UK Government to deliver a more joined-up, unified National Data Strategy – to showcase the respected careers in marketing that talent with creative, data or digital skills can thrive in.

Contrary to the UK Government’s recent comments, which allude to a new campaign getting brands to reduce prices by cutting marketing budgets.

Why should businesses invest less time and resource in marketing when there is a skills crisis impacting the UK digital economy?

Aldigheirii said: “We’d like the UK Government, supported by industry bodies like the DMA, to take a more proactive role in upskilling and reskilling the nation with core creative, data and digital skills. Utilising government and industry initiatives such as apprenticeship and retraining schemes. We want to drive responsible growth through the professionalisation of our industry.”

Digital agencies struggling to find the right skills

67% of agencies have hired during the pandemic – but 51% have struggled to find employees with the skills they need,  52% said that they have struggled to find contractors with the skills they need and 39% are concerned about a skills gap in the industry.

That’s according to Verblio’s annual digital agency survey, provides insight into the industry during the past year, including content creation during Covid-19, the secrets of content success and hiring, skills and the most popular tools.

Other key findings include:

  • SEO is the most desirable skill in the industry

  • Demand for content increased by 71%

  • Asana is the top tool for content success in the industry

  • 18% of marketers admit to buying links

  • Agencies gained an average of 9 clients and lost fewer than 4 over the past year

  • 75% expect continued growth into 2021 and beyond

  • Blog posts (61%), landing pages (42%) and social media posts (35%) are the most profitable content types

  • Social media posts (79%), email newsletters (65%) and outreach (27%) are the most popular promotion tactics

  • Blog posts (61%), landing pages (47%) and video (43%) are the best content to invest in

The most desirable marketing skills

The survey revealed that the most desirable marketing skill is SEO and SEM, with creative thinking and ideation, and copywriting coming in second and third.

Rank

Marketing Skills

Percentage Vote

1

SEO and SEM

71%

2

Creative thinking and ideation

65%

3

Copywriting

58%

4

Data analysis

42%

5

Social media

27%

5

Paid social media advertising

27%

6

Sales

26%

7

Developer

24%

8

Design

23%

9

Email marketing

22%

10

CRM

10%

11

Mobile marketing

8%

11

Digital PR

8%

Despite the pandemic, the vast majority of those surveyed said their agency had actually seen an increase in business over the last 12 months, with 71% agreeing that demand for content specifically had grown.

During the last year, on average, agencies have gained over nine new clients and lost less than four.

A whopping 75% of those surveyed expect revenue generated from content to increase over the next year, with just 3% believing it would decrease.

Verblio found that on average, agencies charge over $2,000 for an interactive campaign and more than a quarter charge $5000+. Unsurprisingly, social media posts are the cheapest content type with an average price of $130.

Despite interactive campaigns commanding the highest price, blogs take the top spot for generating profit, with 62% selecting blogs as one of their most profitable content offerings. Landing pages come second, with 42% saying they are a leading profit maker for their business.

Nearly all the experts Verblio spoke to agree that some form of promotion is needed to get results. Promoting via the client’s social media is the most popular method at 79%, but 18% of agencies still admit to buying links and coverage.

The survey asked experts what content offerings they plan to invest in the most over the next five years and blogs take the crown. Over 61% of content creators are looking to expand and develop their blog offering, with landing pages and video not far behind.

Top 10 tools for success

29% of agencies don’t rely on any particular tools. The other 71%, however, have plenty they can’t live without. Here are the top 10 tools for digital marketing success.

  1. asana

  2. Monday.com

  3. Hotjar

  4. SEMRush

  5. crazyegg

  6. Trello

  7. 99designs

  8. ahrefs

  9. Lucky orange

  10. accelo

Touching on the survey insights, Verblio CEO Steve Pockross, said “The results from the 2021 digital agency survey show that despite a crazy year like 2020, agencies continue to see the value in content marketing,with demand for the service increasing by 71%. It’s encouraging to learn that 67% hired during the pandemic, with SEO coming in as the most desirable skill. But with 51% struggling to find the right people for the job and 39% concerned about a skills gap, it’s clear more needs to be done to upskill teams and attract more talented individuals to the industry.”

Age divide in marketing training creating ‘significant’ digital skills deficit

Marking Learning at Work Week 2021 (17-23 May), the Chartered Institute of Marketing (CIM) has revealed research which uncovers a significant age divide in the upskilling of UK marketing professionals.

CIM’s latest report ‘Digital Vision, living on the cutting edge’ found the majority of marketers over the age of 55 had received no training at all in the last two years, sparking concern that senior marketers may not be keeping up with the rapid digital pace of change in the sector.  

This comes after it emerged the number of unemployed people aged over 50 in the UK rose to 371,000 in 2020, a 33% rise compared to the previous year.

The COVID-19 pandemic has accelerated the shift towards digital, yet the CIM research reveals that as the pandemic hit, large swathes of marketers had not updated their skills for a number of years.

  • Training deficit – One in three marketers (35%) had not attended any internal or external training courses, events or conferences in the past two years.
  • Age divide – This lack of training and upskilling increases dramatically with age – 44% of 45-54 year olds, 62% of 55-64 year olds and 74% of those over 65. By contrast only 7% of those aged 16-24 had received no training.

Senior professionals overlooked for learning and development – Four in ten (41%) senior marketing professionals did not participate in training, a higher proportion than at all other levels of seniority. 

The low levels of training among older marketers are occurring despite an acknowledgement among 71% of marketers that young people are ahead of older generations in digital marketing skills.

Meanwhile nearly half of professionals (44%) say marketers who don’t have formal training could pose a risk to their organisations.

In some critical areas, such as data and analytics, social media and Search Engine Optimisation (SEO), it is clear junior staff have focused on their development, improving their digital skills to address key customer requirements or to further their careers.

The specialists have become more expert, improving their knowledge but not breadth of digital skills, whilst managers and heads have spread their skills and, in some cases, fallen back.

The report is the latest in CIM’s Impact of Marketing series which surveyed more than 1,200 marketers, from across both private and public sectors. The report finds widespread concern about the dramatic changes in the skills required of modern marketing professionals:

  • Rapid change – Six in ten marketers (63%) say the pace of change in marketing is greater than ever.
  • A completely different skill set – Six in ten marketers (62%) agree that the marketing skill set has completely changed over the past ten years. Only 9% disagree.
  • Struggling to keep up – Almost half of marketers (44%) say that they find it difficult to keep up with the changing demands of marketing.

Chris Daly, chief executive of the Chartered Institute of Marketing said: “The marketing sector has been through a huge transition in the past few years; adapting to new rules on data protection; evolving to incorporate an array of new digital channels; and responding to changing social attitudes. 

“It is worrying that so many of our peers, especially senior level marketers, have undertaken no training to help them adapt to these changes. We can understand why they might be prioritising the training of less experienced members of their team and feel they don’t have the time to fit training in, but keeping up to date in this fast paced industry should be a priority, especially when accessing learning and development is easier than it’s ever been. 

“In a sector that has faced such dramatic change in recent years, marketers who fail to upskill may be putting both their careers and their organisational growth at risk.” 

60% believed that a complete focus on digital skills can come at the expense of core marketing skills. This is felt significantly more keenly amongst 25-44 year olds. With content development at the heart of marketing it was surprising to see 59% felt good copywriting wasn’t common in the sector. Data analysis was also seen to be in decline with only 61% perceiving it as a common skills gap.

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