Industry experts have warned that the UK is facing a digital skills shortage. The term covers everything from emails and video calls to more complex capabilities in Google, data science, and coding. Rapid advancements in technology over the last few decades have highlighted and accelerated the importance of digital skills that were previously just not needed.
There is rising demand for skills in areas such as cloud computing, cyber security, digital marketing, and data analytics. As these are relatively new and fast-evolving disciplines, it is more important than ever for people to keep retraining and reskilling to bridge the skills gap.
The Chartered Institute of Marketing (CIM) has explored marketers' relationship with the digital world and highlighted some insightful — and sometimes surprising — skills gaps in the industry. The CIM Impact of Marketing report provides an overview of the key findings from their research. Here is a summary of the most significant takeaways.
More Focus Should Be Put on Data Analysis
Data analysis was cited by CIM's survey as a skills gap by over half of respondents. Technology is becoming more and more intelligent and almost every item now starts with the word "smart". With this intelligence comes the ability to gather and analyse data at scale. Companies that make the most of analytics and big data are seeing a much better level of customer insight, which in turn improves marketing activity. Marketers who can effectively harness the power of data will be increasingly sought after.
Soft Skills Are Becoming More Important
Marketing has always required a well-rounded set of soft skills, but CIM's research found this has become even more important in recent years. Skills such as adaptability and resilience have been highlighted as increasingly critical. Others such as communication, teamwork, and social skills have been and will continue to be a priority for marketers of any age and across all industries.
Copywriting Is an In-Demand Skill Lacking Amongst Many Marketers
CIM's research found that copywriting was not considered common in the marketing sector among a significant proportion of those surveyed. This is a surprising finding given the volume of areas in which writing features across marketing activity in all businesses. Whether on a website, in an email, or through print advertising, good copy is persuasive and influences people to act. It is certainly not an area to be overlooked.
Ongoing Structured Learning Is Key to Developing Successful Marketers
The importance of training and development is broadly recognised across the marketing industry. However, CIM's research found that only a small proportion of people working in marketing departments felt that training was unimportant — a figure that rises notably among senior managers. Organisations will benefit from having a culture of ongoing learning that provides opportunities for all staff members to reach their full potential. This will not only mean more success for the marketing team but will also lead to happier and more fulfilled individuals.
Learning and Development Is Not Just for Young People
When CIM asked respondents when they had last received formal training, it found that businesses are significantly more focused on developing younger employees. However, the dramatic change in the marketing landscape and in technology means it is more important than ever for even the most experienced marketers to upskill. Pete Markey, Chief Marketing Officer at TSB Bank, has emphasised that keeping fresh and relevant in marketing knowledge and expertise is more critical now than ever across all generations, and that investing in both leaders and their teams is vital in the highly competitive and fast-moving industries that marketers find themselves in.
Digital technologies and tools have moved to the forefront of business and ways of working are in a state of flux. Lifelong learning and continuous professional development should be a top priority for both businesses and individuals — key to remaining competitive and bridging skills gaps in the modern workplace.
Marketing continues to be a dynamic industry, and all marketers will at some point find themselves needing to learn new things to stay ahead. Structured, accredited learning is one of the most effective ways to formalise existing skills, develop new ones, and remain a valuable contributor to any organisation.
How Professional Academy Supports Your Journey
Professional Academy offers a range of CIM marketing qualifications that include up-to-date content and practical tools to keep marketers at the top of their game. From entry-level courses for marketing beginners through to qualifications more suited to marketing managers and directors, CIM accredited qualifications cover a range of key marketing topics and are taught by a team of expert tutors.
Programmes available include the CIM Level 3 Foundation Certificate in Professional Marketing, the CIM Level 4 Certificate in Professional Marketing, and the CIM Level 6 Diploma in Professional Marketing.
To find out more about which qualification is right for you, get in touch with the team or book an advice call at a time to suit you.
