The skills marketers need to succeed are evolving constantly to keep up with the rapidly changing digital marketing and media environment. This report identifies the key issues, challenges and opportunities for marketers, expanding on Econsultancy’s Modern Marketing Model (M3) by examining the skills required to be successful in marketing organisations.  

It is based on a series of in-depth interviews with marketing leaders from brands as diverse as Aviva, Malibu & Kahlua and Panasonic, alongside a quantitative study of over 500 marketers and a review of the academic and professional literature related to marketing skills.