idm-2018年专业技能普查报告（英文）-2019.1-48页_4mb

IDM Skills Census 2018 Summary

Core Content

The IDM Skills Census 2018 report explores the evolving landscape of marketing skills, identifying key areas where marketers need to upskill to remain competitive and support career progression. It highlights the importance of data-driven approaches, digital transformation, and strategic planning in the modern marketing environment.

The report categorises 33 marketing skills into five main areas: Content/Creative, Data, Direct/Digital, Management, and Strategy/Planning. It provides insights into the current and future importance of these skills, identifies skills gaps, and offers recommendations for training and development.

Main Points

Importance of Skills in Marketing

• Marketing roles are becoming more data-driven and strategic.
• Project Management (77%) and Communications Planning & Strategy (77%) are the most important skills in current roles.
• Customer/User Experience (76%), Email Marketing (74%), and Data Analysis & Reporting (72%) are also top priorities.
• Emerging skills like Artificial Intelligence/Machine Learning (9%) and Video Production (22%) are less important in current roles but show significant growth in future importance.
• Well-established skills such as Direct Marketing, Email Marketing, and Copywriting are not showing a skills gap.

Skills Gap Analysis

• 27 out of 33 skills show a gap between their importance in current roles and their importance for career progression.
• Data and Management skills have the largest gaps (13% and 10%, respectively), while Strategy/Planning has a smaller gap (6%).
• Artificial Intelligence/Machine Learning has the largest skills gap (25% difference in perceived importance).
• Search Marketing and Analysing Customer Data/Insight are the only skills with over 20% of marketers trained in them.

Training Insights

• 38% of marketers had no training in the last 12 months.
• 47% of those with over five years of tenure had no training in the 33 skills.
• 91% of marketers took training to increase their knowledge base, and 71% to help with career progression.
• Face-to-face training was the most common mode (85%), followed by online/remote training (51%).
• Only 51% of marketers had training in any of the top priority skills.
• Training outcomes were mixed: 52% received recognition, 28% got a promotion, and 23% applied skills elsewhere.
• 39% of marketers found that training did not lead to any outcomes beyond skill acquisition.

Changing Marketing Roles

• Marketers are increasingly expected to combine skills from multiple areas.
• The report identifies five key marketing role profiles:
  • Data-Driven Marketers (27%)
  • Generalists (24%)
  • Strategic Marketers (21%)
  • Response Marketers (19%)
  • Data Specialists (8%)

Role Progression and Skill Requirements

• Data Specialists are the most niche group, responsible for predictive modeling, recommendation algorithms, and data warehouses.
• They are expected to develop AI and machine learning skills, as well as Search Marketing, Communications Planning & Strategy, and Marketing Automation.
• Strategic Marketers and Generalists are more likely to have a broad skill set, with a focus on communications strategy, project management, and customer experience.

Key Recommendations

• Employers should prioritise training in the 13 top priority skills to close the skills gap.
• Training should be assessed or certified to ensure a return on investment.
• Marketers should focus on developing both technical and soft skills to support career growth.
• There is a need for greater recognition of skills by employers to encourage ongoing professional development.

Conclusion

The IDM Skills Census 2018 underscores the urgent need for upskilling in the marketing industry. With the rise of digital marketing, big data, and AI, marketers must continuously adapt and learn new skills to stay relevant and progress in their careers. Employers are encouraged to invest in training and development to meet these demands and foster a culture of professional growth.