According to data from LinkedIn, communication skills for marketers have been growing exponentially in demand. Complementary skills that are also increasingly sought after include strategy and analytics capabilities. These developments are viewed as a response to companies’ desire for growth.
These corporations require marketers who can make informed decisions using critical thinking and problem-solving skills. There is a significant demand for marketing skills globally and in the UK, especially in the fields of social media, digital marketing and marketing strategy.
Tunji Akintokun, the senior director and head of enterprise solutions for UK and Ireland at LinkedIn, states that as marketing quickly evolves in the age of AI, the necessary skills for marketers are changing. According to Akintokun, businesses are putting a particular emphasis on human-centric skills for their marketing needs.
In 2023, Marketing Week’s Career and Salary Survey identified data analysis as the skill most lacking in marketing teams. Further gaps were noticed in areas such as content copywriting and social media. Akintokun believes that having strong communication skills is key in creating trustworthy relationships with customers and stakeholders while also helping to boost a brand’s reputation.
Modern marketers are being sought, particularly those who are able to apply analytical skills and creativity to solve problems and utilize a results-driven digital marketing strategy. This will aid in the promotion of long-term growth and establishing the brand’s reputation.
In the coming weeks, Marketing Week plans to delve deeper into the skills and capabilities that today’s marketers possess. This follows their 2024 Career & Salary Survey that assesses the impact of tight budgets, team restructures, and work patterns, along with other topics.
Source: Demand for communication skills in marketing increasing ‘exponentially’, data suggests.
