Data and analytics is the most significant skills gap in marketing departments, according to Marketing Week’s 2023 Career and Salary Survey.
This may not come as too much of a surprise, given the increasingly important role data is playing in allowing brands to get closer to their target customers.
More than a third (34.4%) of the 3,000-plus respondents taking part in this year’s survey identify it as an area businesses are looking to improve.
For B2B marketers, the figure drops 29.6%, while for B2C marketers, it’s 34.6%. For businesses with a mix of B2B and B2C, it jumps to 39.6%.
Content and copywriting skills are also lacking in marketing teams, with 21.4% saying their business has identified it as a skills gap. This is followed by a lack of social media skills (20%), performance marketing (18.7%) and ecommerce skills (15.9%).
For B2B marketers, the order from highest to lowest is the same, with 21.5% pointing to content and copywriting skills, followed by social media (18.4%), performance marketing (16.2%) and ecommerce (13.3%).
Why are marketing strategy and brand management undervalued by businesses?However, for B2C marketers, a lack of social media skills is the second highest skills gap (23.1%). This is followed by content and copywriting (20.8%), performance marketing (18.4%) and ecommerce (18.2%).
Performance marketing is the second biggest skills gap for businesses with a mix of B2B and B2C (22%). Content and copywriting is next (21.8%), followed by social media (19%) and ecommerce (16.6%).
But how are businesses bridging these skills gaps? Despite worries about the job market, 43.7% of marketers say their businesses are hiring external talent to plug these deficiencies. Meanwhile, more than a third (34.1%) are upskilling their existing staff, and 31.7% are employing consultancies and freelancers. Just 11.8% are conducting a skills audit.
Social media most in-demand skill for marketersWhen asked if they’re seeing an emergence of new functions within businesses to address skills gaps, 10.7% say this is true for their business, while 69.1% disagree.
Of that 10.7%, 31.1% say data and insights are emerging, 26.5% say it’s ecommerce and digital, followed by content (13.3%), strategy (8.6%), and social media (8%).
Business development (6.6%), general marketing (6.6%), training and graduate programmes (6%), and tech (3.3%) are also emerging.
As part of our Anatomy of a Marketer series, which is based on data from the Marketing Week Career and Salary Survey, we take a closer look at the marketing skills that are needed, necessary and fundamental to success in the current and future environment, as well as those that aren’t.