What are the essential skills for modern marketers?Posted on: July 29, 2014
I was interested to see the Econsultancy research infographic on the essential skills for modern marketers back in May https://econsultancy.com/blog/64903-what-are-the-essential-skills-for-modern-marketers-infographic#i.1id4kau1ds2dmr – especially when compared to the recently launched new Chartered Institute of Marketing (CIM) standards: http://kimtasso.com/views-new-marketing-standards-cim/ which is summarised as follows:
|Insights||Reputation, risk and compliance||Commercially aware|
|Championing the customer||Integrated marketing communications||Creative|
|Monitoring and measuring effectiveness||Collaborative|
|Channel to market/partnership marketing||Responsible|
I expected to see a distinctly digital bias in the Econsultancy research but this wasn’t the case – and the customer experience happily features strongly in both:
The Econsultancy report indicated that there was a surprisingly strong emphasis on soft skills and the ability to deal with complexity, rapid change and accountability with the following ratings “very important to being an effective marketer”:
- 75% ability to embrace change
- 63% ability to spot opportunities and adapt strategies quickly
- 61% passionate and keen to learn
- 45% open and collaborative
- 45% ability to deal with uncertainty
- 38% lateral thinking and ability to make connections between disparate ideas
- 26% comfortable taking risks
As a psychologist, I am interested in issues such as openness (one of the five core strands in the NEO personality test http://kimtasso.com/personality-assessment-as-part-of-the-coaching-and-development-process/ ) and also the ability to deal with uncertainty which is culturally dependent http://kimtasso.com/faq/how-can-i-improve-my-cross-cultural-communication/. The ability to spot opportunities would suggest that broad commercial knowledge (reflected in the CIM standards) and research skills are important too.
Yet the broad hard skills that will grow most in importance in the coming years were as follows and seem to paint a different picture and I was surprised at how low technology and strategy appeared:
- 59% customer experience
- 51% data
- 44% multichannel
- 37% technology
- 26% strategy
But with accountability being increasingly important – and the overall driver of profitability – I was surprised that financial and commercial skills did not feature higher.
To complete the picture, the vertical skills that will grow most in the next few years were seen as:
- 51% mobile marketing
- 50% content marketing
- 46% web analytics/data
- 44% social media activity
Econsultancy helpfully provides a 20 minute Digital Skills Test (lite) to assess your digital skills across 10 areas: https://econsultancy.com/training/digital-skills-index-lite (the questions change depending on whether you are a beginner, competent or an expert and it provides a comparison for those in professional services). I was relieved to see that I scored higher than most of my peers on strategy and operations, content, social media and customer experience! I’m working on the other areas as we speak….
As most of my work is in B2B, I find both sets of “standards” somewhat lacking in the whole sales, selling, business development and relationship management arenas. So what do you think are and will be the essential skills for modern marketers?
- What is creativity and how do I increase mine?
- What is great leadership?
- What is inbound marketing?
- What is a value proposition or USP - and how do I create one?
- What is neuro linguistic programming and how might it be useful to me?
- BOOK REVIEW: Mastering story, community and influence: How to use social media to build your tribe By Jay Oatway
- Cross cultural communication
- Six deadly marketing myths busted by HubSpot
- Book Review – “Share this – the social media handbook for PR professionals”
- Book Review: Valuable content marketing by Sonja Jefferson and Sharon Tanton
- Current Consultancy Themes
- Training Courses
- Future trends – technology perspectives from Ian Pearson of Futurizon
- What is emotional intelligence (EQ) and why is it important?
- Up to speed in digital marketing and social media (session summary)
- Marketing Information Systems (MkIS) in the professions – An overview
- Down with digital marketing? Leader from Professional Marketing magazine
- Digital marketing qualifications update
- Views on the new marketing standards from CIM?
- Property marketing case study – CBRE at MIPIM with bears and bulls video and social media
- Property Marketing: Digital or non-digital? (Land Securities)
- Property marketing – To social media or not to social media? (Knight Frank)
- Marketing in a digital world – Conscious Solutions seminar review
- How to design a marketing and business development team
- Digital PR case study – BDO accountants “Service2020: Megatrends for the decade ahead” and local government social media campaign
- Boost your training effectiveness - Learning theory in a nutshell
- How do I improve my web site performance in search engines (SEO)?
- Before you set your goals – check your limiting assumptions
- Book review: Managing online reputation – How to protect your company on social media by Charlie Pownall
- Seven takeaways from a coaching skills course (2014)
- Book review – Key Coaching Models by Stephen Gibson (and other coaching books)
- Creativity 4 – Enhancing creativity using Leonardo da Vinci’s seven methods
- Internal relationships – 60 ideas to help marketing professionals forge stronger relationships with lawyers, accountants and surveyors
- What is the impact of technology on marketing?
- Reasons to invest in a Key Account Management (KAM) programme
- Psychology in marketing and selling: Seven insights from the PM Forum Conference 2015
- Professional Service Firms: Reflections on 2014 – Actions for 2015
- Book review: Chaotics - The business of managing and marketing in the age of turbulence (scenario planning)
- The psychology of creativity
- Intercultural working - some insights
- 10 steps to create a business development campaign
- Creativity 6 – Doodling is good
- Future Marketing Manager – The challenges
- Marketing Executives develop empathy in seeing things from the fee-earners' perspective
- Strategy workshop: Skills, resources, involvement and tools for the journey
- Why become a member of the Worshipful Company of Marketors?
- Be more strategic – creating behaviour change
- New CIM professional marketing qualifications 2020
- Career coaching and counselling – with Kim Tasso
- Brand basics
- Creative competencies
- 12 tips from a coaching and mentoring skills course (2015)
- Marketing is dead, long live selling?
- Back to basics – The importance of segmentation and personas
- Impact of technology on marketing
- How can I improve my cross cultural communication?
- Property marketing: Trends and challenging convention (Summary of EG Property Marketing summit speech)
- Strategy basics
- Creativity 3 – Update on brainstorming techniques
- From Jesse J to Einstein - ROI in professional service firm marketing and business development
- Accountancy marketing case study – Grant Thornton and Lexis® Interaction® aligning partner KPIs with business objectives
- Coaching skills – the importance of active listening
- Improve learning effectiveness – Using Kolb’s learning styles
- Coaching skills – The power of questions (2017)
- Selling - The vital role of research in the pitch process
- Delegation for leaders
Category: Kim's Blog, Marketing, Statistics and trends, Strategy
Tagged: Careers, Change management, Content Marketing, Creativity, Cross Cultural, Digital Marketing, Digital PR, HR, Human Resources, Marketing, Mobile Marketing, Multi-Cultural, Psychology, Recruitment, Research, Social Media, Statistics, Strategy, Technology, Training