1、1 I D M P R O F E S S I O N A L S K I L L S C E N S U S 2 018 The quantum marketing skills challenge. In partnership with: 3 Introduction 4 Foreword Smart Insights 5 Four actionable takeaways from this research 6 -7 Executive summary 8 9 Importance of skills in the marketing industry 10 17 Skills ga

2、p analysis 18 23 Training 24 28 Changing marketing roles 29 Data Specialists 30 31 Data-driven Marketers 32 33 Generalists 34 35 Response Marketers 36 37 Strategic Marketers 38 39 Role progression 40 41 Methodology 42 Survey respondents 42 43 C O N T E N T S 4 I N T R O D U C T I O N Welcome to the

3、very first edition of the IDM Skills Census report, which we have created to investigate the skills marketers use day-to-day, as well as those needed to progress in their career. Marketing is evolving faster than ever, due to rapid technological advancement, proliferation of data and increasingly sa

4、vvy consumers. In order to keep pace with the changing environment, attract and retain talented staff, organisations need to cultivate a culture of continuous upskilling and professional development. Relevant skills are essential for remaining competitive, delivering innovation and taking advantage

5、of new opportunities. The IDM Skills Census looks into 33 skills, grouped into five categories: Content/Creative, Data, Direct/ Digital, Management and Strategy/ Planning. Overall, the study highlights how marketing roles are becoming richer, more data-driven and strategic in their nature. We are wi

6、tnessing a conflation of roles and skills, with marketers needing to think more like data analysts and data specialists needing to think more like marketers. All five categories included in the IDM Skills Census survey show skills gaps, meaning that marketers anticipate having to use a wider portfol

7、io of competencies and keep updating their existing skills to advance their careers. In fact, with 27 of the 33 skills showing a gap, the IDM Skills Census helps employers and marketers prioritise the most immediate and important areas. The survey suggests that employers need to invest urgently in t

8、raining in 13 out of 33 skills, while also revealing that only 1 in 2 (51%) marketers have had training in any of these top priority skills. It is important that employers and marketers recognise that in the fast- changing environment upskilling is important for even highly experienced staff, especi

9、ally when it comes to digital or managerial skills. So its worrying that less than 1 in 2 (47%) of the respondents with over five years tenure in their current company have had training in any of the 33 skills listed in the survey. Employers should rest assured that investing in professional trainin

10、g courses for employees does pay off. The IDM Skills Census shows that the majority of respondents applied their newly acquired skills in current workplaces. Less than a quarter (23%) took the skills gained in training elsewhere, which sometimes could be due to the lack of opportunities to apply tho

11、se skills and insufficient recognition from current employers. Training is essential for closing skills gaps and boosting employee productivity and engagement. In order for a training course to be effective and deliver a return on investment, it is important to define training outcomes, how and wher

12、e new skills will be applied, and choose a course that is assessed or certified. The IDM can help organisations and marketers achieve the best outcomes. Jane Cave, MD of the IDM 5 Improve data analysis and optimisation skills and a knowledge of AI: In common with other marketing skills surveys, this

13、 research shows the importance of customer insights, data analysis and reporting to career progression. In future, we will have opportunities to apply Artificial Intelligence solutions, so I recommend you develop the knowledge of machine learning which is crucial to many marketing applications of AI

14、. Develop your integrated lifecycle communications skills: The report shows the substantial skills gap for many tactical marketing channel activities. Today, we need to deploy these both within campaigns, but also to support continuous always- on customer lifecycle activities for customer acquisitio

15、n and conversion as shown in this visual for the Smart Insights RACE planning framework. F O R E W O R D S M A R T I N S I G H T S F O U R ACT I O N A B L E TA K E AWAY S F RO M T H I S R E S E A R C H Our passion at Smart Insights is helping marketers develop their skills by learning about the late

16、st digital marketing trends and best practices they can apply to support digital transformation in their businesses. So, Im delighted to be involved in shaping this first IDM marketing skills survey and summarising some of the many implications for skills development for you and your teams. Focus on

17、 the in-demand transferable skills: The research shows that the complexity of modern marketing demands good project management and data analysis skills. Developing a strategic integrated communications planning approach is rightly rated extremely important by the majority. Understand success-factors

18、 for channel optimisation: The many skills for inbound marketing and traditional marketing channels identified in this report shows the demand for marketers who have sufficient knowledge of channels to work with and challenge in-house specialists and agencies when reviewing performance and optimisat

19、ion. 12 34 Dave Chaffey F IDM, Co-founder & Content Director of 6 SM ART I N S I G H T S PER SP ECT I V E Four actionable takeaways from this research Paid media Owned media Earned media Experience Print/DM Display Search PPC SEO Content Marketing Influencer Outreach Social Media TOFU - Landing page

20、 Home page Product page Remarketing CRO Livechat Marketing Automation REACHACT Customer interactions and value Time Demand generation and purchase intent Prospect - Database contact Repeat Customer and advocate 7 Dave Chaffey F IDM, Co-founder & Content Director of Smart Insights Dave Chaffey, F IDM

21、 is an IDM course tutor, author of Digital Marketing Strategy, Implementation and Practice and content director of digital transformation advice platform Smart Insights. He is creator of the Smart Insights RACE planning framework which defines 25 key activities to plan, manage and optimise digital m

22、arketing you can review in this digital marketing skills assessment. View Digital Skills Assessment. Personalisation Remarketing MOFU - Landing page CRO BOFU - Landing page Sales calls Customer Onboarding Personalised Loyalty Program Personalisation Remarketing Re-engagement email programme CONVERT

23、Personalisation ENGAGE Lead Nurture + Engage others in Buying Unit MQL Customer Lapsed Customer Repeat Customer and advocate Marketers say the most important skills in their current roles are Project Management (77%) and Communications Planning & Strategy (77%), Customer/User Experience (76%), Email

24、 Marketing (74%), and Data Analysis & Reporting (72%). When asked about skills that were important for career progression, Communications Planning & Strategy (87%), Analysing Customer Data/ Insight (83%), Data Analysis & Reporting (83%), Project Management (83%), Optimising Campaigns (81%) and Custo

25、mer/User Experience (81%). The Data and Management skills categories present the biggest gaps between current and future importance 13% and 10% respectively. Strategy/Planning has a smaller gap of 6%, but remains the most important area overall in both current roles and career progression. In all, 2

26、7 of the 33 skills show a gap in perceived importance for career progression and current roles. The six skills that dont are those that are already well-established: Direct Marketing, Email Marketing, Copywriting, Producing Content or Creative Work, Event Planning and Compliance and Legal. E X E C U

27、 T I V E S U M M A R Y Direct/Digital skills Mobile marketing Marketing automation & integration Search marketing Data skills Analysing customer data/insight Data analysis & reporting Data & database management Management skills Appraising employee performance Client/stakeholder management Presentat

28、ion/public speaking Marketing finance Strategy/planning Optimising campaigns Briefing agencies & evaluating performance Communications strategy & planning There are 13 top priority skills, where the skills are highly important for career progression and skills gap is the biggest, which include skill

29、s in four different areas: 8 9 Over a third (38%) of marketers had no training in the last 12 months on any of the 33 skills, but for those that have been in their current role for five years or more this rises to almost half (47%). While marketers that have been in their current company for two yea

30、rs or less are most likely to have had training in the last 12 months. The vast majority of marketers who took a training course did so in order to increase their knowledge base and/or help career progression, with 91% and 71% respectively. Further analysis reveals marketers roles tend to fall into

31、one of five profiles: Data-driven marketers (27%), Generalists (24%), Strategic marketers (21%), Response marketers (19%) and Data specialists (8%). Each with a unique role and outlook on the key skills they need today and in the future. For the majority of respondents (52%), taking a course led to

32、recognition within their existing organisation with 28% receiving a promotion. Less than a quarter of the respondents (23%) took their newly acquired skills elsewhere, which sometimes could be due to the lack of opportunities to apply those skills and insufficient recognition from current employer.

33、However, for 4 out of 10 (39%) training did not result in any outcome beyond the direct skills acquired. 9 10 I M P O R TA N C E O F S K I L L S I N T H E M A R K E T I N G I N D U S T R Y One of the key challenges currently facing the marketing industry is ensuring employee skills stay relevant in

34、the fast-changing environment. To address this challenge, employers need to understand what skills are important for marketers future career progression vis-vis their current roles. They need to identify if there is a skills gap, and close that gap by offering relevant training to their employees. T

35、o help the marketing industry understand where there might be skills gaps, the IDM Skills Census asked marketers to rate the importance of different skills in their current roles and for career progression, on a five-point scale ranging from “not important at all” to “extremely important”. The list

36、included 33 skills grouped into five categories: Content/Creative, Data, Direct/Digital, Management and Strategy/Planning. 33 marketing skills and corresponding categories used in the survey 10 11 Skills categorySkills Content/Creative Content marketing Copywriting Digital/web development Graphic/we

37、b design Producing content or creative work Video production Data Analysing customer data/insight Artificial intelligence/machine learning Data & database management Data analysis & reporting Programmatic Direct/Digital Affiliate marketing Direct marketing Display advertising Email marketing Marketi

38、ng automation & integration Mobile marketing Search marketing Social Media Management Appraising employee performance Client/stakeholder management Compliance and legal Marketing finance Negotiation/Sales Presentation/Public speaking Project management Public relations Strategy/Planning Briefing & e

39、valuating creative work Briefing agencies & evaluating performance Communications planning & strategy Customer/user experience Event planning Optimising campaigns 11 12 H OW IM PO RTA N T O R U N I M P O RTA N T A RE THE F O LLO W IN G S K I L L A R E A S I N YOU R C U RRE N T R O L E ? On average r

40、espondents to the IDM Survey rated more universal skills as the most important in their current roles. Project Management and Communications Planning & Strategy, with 77% of respondents saying they were very or extremely important, top the ranking. Customer/ User Experience (76%), Email Marketing (7

41、4%), Data Analysis & Reporting (72%) make the Top 5. Emerging skills like Artificial Intelligence/ Machine Learning (rated by only 9% as very or extremely important in current roles), Programmatic (19%) and Video Production (22%) or more niche skills, like Affiliate Marketing (18%), Display Advertis

42、ing (29%), Public Relations (31%) and Graphic/Web Design (32%), make the bottom of the ranking. 12 13 Project management Communications planning & strategy Customer/user experience Email marketing Data analysis & reporting Analysing customer data/insight Optimising campaigns Client/stakeholder manag

43、ement Social media Briefing & evaluating creative work Direct marketing Content marketing Producing content or creative work Copywriting Data & database management Briefing agencies & evaluating performance Marketing automation & integration Marketing finance Compliance and legal Digital/web develop

44、ment Search marketing* Presentation/Public speaking Appraising employee performance Mobile marketing Event planning Negotiation/Sales Graphic/web design Public relations Display advertising Video production Programmatic Affiliate marketing Artificial intelligence/machine learning Very important Extr

45、emely important 77% 77% 76% 74% 72% 70% 69% 68% 67% 66% 64% 63% 62% 60% 60% 60% 55% 55% 54% 52% 51% 49% 45% 43% 38% 34% 32% 31% 29% 22% 19% 18% 9% * e.g. pay per click or search engine optimisation Sample: 377 respondents 13 % of responses very important or extremely important 14 Next, the responden

46、ts were asked how important the skills for career progression were: either to achieve a promotion or adapt to the rapid pace of change and new challenges in the marketing industry. Its notable that the percentage of respondents rating skills as very or extremely important has increased in most areas

47、. This signals that marketers feel they need to improve their existing competencies, get training in emerging areas, and anticipate having to use a bigger portfolio of skills to progress in their careers and remain competitive. When asked to look forward in their careers, Analysing Customer Data/ In

48、sight moved up the ranks significantly to the number two position, with 83% of respondents rating it as very or extremely important. Its sister skill Data Analysis and Reporting, also at 83%, has improved its position to number three, whilst Optimising Campaigns, which heavily relies on data, entere

49、d the Top 5 with 81%. H OW IM PO RTA N T O R U N I M P O RTA N T A RE THE F O LLO W IN G S K I L L A R E A S F OR YO U R CA RE E R P R O GR E S S I O N ? Communications planning & strategy Analysing customer data/insight Data analysis & reporting Project management Optimising campaigns Customer/user experience Client/stakeholder management Email marketing Briefing & evaluating creative work Content marketing Social media Data & database management Briefing agencies & evaluating performance Marketing automation & i