Based on an extensive study of 500 marketers and a review of the academic and professional literature, this report identifies the key issues, challenges and opportunities around the evolving skills of modern marketers in response to the rapidly changing digital marketing and media environment.
The research explores the 3 characteristics modern marketers must have including domain knowledge (broad knowledge of marketing and one’s sector), individual specialist skills and attitude and mindset (people skills aligned with organisational values and culture).
- The key skills required for a successful career in modern marketing.
- The issues, challenges and opportunities around developing modern marketing skills.
- Modern marketing mindsets required to support skills development.
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