Digital Marketing Skills Exhibit Strong Advancement, Yet Industry Demands Surpass Professional…

Recent research, conducted by the training organization Target Internet in collaboration with the Chartered Institute of Marketing (CIM), underscores the ongoing transformation of the marketing landscape and the resulting skills gap.

While core digital skills among marketers have improved, the ever-evolving technological demands pose challenges across various industries.

This comprehensive report, based on data collected from over 10,000 marketing professionals between 2018 and 2023, identifies significant short and medium-term trends, opportunities, and challenges within the marketing sector.

The dynamic nature of the marketing field continually reshapes the skill set required for success. A separate CIM study found that nearly one-fifth of respondents (19%) believed they possessed only a portion of the necessary skills for their roles.

Furthermore, a substantial majority (79%) acknowledged that the skill requirements for their jobs had completely transformed over the past decade.

Marketers are now compelled to adapt to a wide array of emerging technologies, including generative AI, Google Analytics 4, Web3, a rapidly expanding martech stack, and an increasing number of social media platforms. Consequently, the expectations for marketing professionals have expanded significantly.

The rapid pace of change within the marketing sector necessitates substantial investments in training and development, particularly during times of economic uncertainty.

As the range of skills required from marketing professionals continues to expand, businesses must commit to ongoing skill development to remain competitive in the fiercely contested marketing arena.

While the report revealed overall growth in key marketing disciplines, including social media (+8%), Ecommerce & Lead Generation (+5%), and Email Marketing (+5%), more moderate improvements were observed in Content Marketing (+1%), Analytics & Data (+2%), and PPC (+2%). Despite these positive trends, many digital marketing areas still lag behind, indicating a persistent skills gap.

This disparity in skill development affects marketers at various levels within organizations. Interns experienced the most significant improvement in general marketing skills (+18%) compared to the previous year. In contrast, assistant/graduate-level roles showed limited progress, regressing in four of twelve areas.

Head of Department and Director-level positions displayed noteworthy progress in their competency levels, aligning with or surpassing the all-seniority average.

The report also highlights a disparity between confidence levels and actual skill levels, particularly in tech-driven marketing disciplines. Apart from Marketing Theory, Email, Ecommerce, and Lead Generation, confidence consistently outpaces actual ability. Notably, this disconnect is most pronounced in Content Marketing, Usability, and Social Media.

Daniel Rowles, CEO of Target Internet, emphasized the importance of continuous professional development in a rapidly evolving technological landscape. He emphasized that reducing investments in training is an ineffective strategy for boosting productivity and growth.

Chris Daly, CEO of the Chartered Institute of Marketing, commended the overall improvement in skills but stressed the need for marketers to invest in their training and development.

He highlighted that the expanding skill expectations in the marketing field present opportunities for driving change and showcasing the industry’s value, provided that marketers remain vigilant regarding the evolving landscape.

Daly urged marketers to invest in their skills and those of their teams to stay ahead of the curve in a rapidly changing environment where digital skills remain in high demand.