• The report finds significant opportunities, as well as notable risks for marketing teams.
• A study of 10,000 marketers sees skills in digital channels improving, but in a sector continuing to evolve at pace.
• Confidence outstrips actual ability across the majority of digital marketing disciplines.
• Target Internet and the Chartered Institute of Marketing (CIM) call for innovation and continued investment to improve skills at all levels with the rise of hybrid working.

New research published by the training body Target Internet, in association with the Chartered Institute of Marketing (CIM), reveals that core digital skills upon which marketers rely have improved, but that the growing demands of new and evolving technologies are contributing to a skills gap across the majority of industries.

This year's report analyses data from more than 10,000 marketing professionals gathered between 2018 and 2023 and highlights key short and medium-term trends, opportunities, and challenges across the marketing sector.

A separate study carried out by CIM discovered that the rapidly changing marketing landscape impacts skills required by marketers and highlighted the complex environment they operate in.

Worryingly, one in five respondents (19%) stated they felt they only had some of the required skills to successfully carry out their roles. Whilst almost four fifths, (79%) believed the skill set required for the job had changed completely over the past decade.

With many marketers being forced to adapt to a variety of emerging technologies including generative AI, Google Analytics 4, Web3, an ever-growing martech stack, and an increasing number of social media platforms, it comes as little surprise that the range of skills expected from marketing professionals expands endlessly. As this occurs, businesses have to dig deep and continue to invest in training and development in times of economic uncertainty.

The report found that though marketing skills have seen growth, skills gaps remain. There has been a general upwards trend amongst key marketing disciplines, with social media (+8%), Ecommerce & Lead Generation (+5%) and eMail Marketing (+5%) seeing the greatest average improvements. In comparison, Content Marketing (+1%), Analytics & Data (+2%) and PPC (+2%) saw more modest increases.

However, despite a general upwards trend, improvements in most digital marketing areas remain relatively low and are still far from universal. There is clearly a marketing skills gap, with several disciplines only seeing slight increases from pre-pandemic levels and some areas still having not recovered.

The rapid pace of change in the marketing sector means it can be difficult for marketers to remain up to date and relevant, which impacts a team's ability to meet business objectives, thus impacting the bottom line. Sustained investment in training is needed to ensure that teams have the requisite skills they need to compete in the crowded marketing space.

The research found that skill gaps vary across levels, and marketers, at several levels, have improved their skills over the past 12 months. Some of the more junior roles, though, had regressed, demonstrating a clear case for skills to be updated through continuous training at all levels:

• Intern's skill levels have seen a general upwards trend compared to last year, with the most significant increase in general marketing (+18%).
• Assistant/Graduate level roles have seen the least amount of progress, with scores drifting back in four of twelve areas, with the only area of significant progress being Social Media (+9%).
• In contrast, the Head of Department group has made progress in all but one area of capability in the benchmark tests, while those at Director level demonstrated progress in all twelve areas of competency, taking these groups in line with, or above, the all-seniority average.

The benchmark also suggests a gap exists between confidence and actual skill levels across the majority of tech-driven marketing disciplines. With the exception of Marketing Theory, Email, Ecommerce, and Lead Generation, confidence levels consistently outstrip actual ability. This was most evident in Content Marketing, Usability and Social Media.

Commenting on the results of the benchmarking study, the CEO of Target Internet, Daniel Rowles, said, "This year's benchmark outcomes underscore significant opportunities, as well as notable risks for businesses of all kinds. Companies and individuals that adopt a culture of continuous professional development have a genuine chance to distinguish themselves, especially as technology continues to develop at pace. Moreover, it emphasises that reducing investments in training proves to be an ineffective strategy for increasing productivity and driving growth."

Chris Daly, Chief Executive of the Chartered Institute of Marketing, commented, "Despite the challenges we've all experienced over the past couple of years, I'm pleased to see that skills are increasing. However, the report's findings should act as a wake-up call for marketers to invest in their training and development. The range of skills expected from marketing professionals continues to expand, which gives us new opportunities to drive change and demonstrate our industry's value. But to do this, it is vital that marketers remain cognizant of the rapidly changing marketing landscape and keep up to date with professional development - or risk getting left behind.

"The demand for digital skills remains strong in a rapidly changing environment, so I would therefore urge marketers to invest in their own skills and those of their teams to stay ahead of the curve."