Marketing Skills: An overview of the skills marketers have and need to have as the

marketing landscape changes.

Table of Contents:Page Title: Page Numbers:Key Takeaways Discovered 3Skills Marketers Need 9

Marketing Skills 10What it Means for Marketers

20

A Shift in Marketing Titles 27Marketing Jobs 28What it Means for Marketers

33

Education and Marketing 37Education and Certification 38What it Means for Marketers

43

Looking to the Future 47Work Cited 54

Key Takeaways Discovered:Facts-

SEO/SEM is the top marketing skill desired by

marketing departments

Marketers have an opportunity to

promote marketing skills companies are

looking for

Marketers are overemphasizing

social media skills in their

profiles

The CMO, digital marketing

manager, and brand

ambassador titles are

increasingly common

The rise of marketing titles

indicates an increase in the department’s importance

As marketing grows more

complex, skill certifications

(from companies such as Google and HubSpot) will grow more

important

Compiled By author from business.linkedin.com/

Key Takeaways Discovered:Stats-

Marketing is Evolving:

• 67% of marketers said that technology was “evolving rapidly or at light speed”

Change is Hard:

• 34% of B2B marketing executives described themselves as “overwhelmed” by the pace of change

Changes Have Made

Opportunities:• 78% of B2B

marketing executives said they had greater input on corporate strategy

Technology and data have given marketers a 360-

degree view of the customer

Compiled By author from business.linkedin.com/

This view is unparalleled in the organization and

puts the marketing department in a

formidable position

Key Takeaways Discovered:Marketing is Changing-

Reach Consume

rs

Who Are Engaging

With Mobile

Social Media

Connected TV

Other Host

Evolving Media

Marketers Struggle to Take Full Advantage of the Options Available to:

Compiled By author from business.linkedin.com/

Marketing Skills:Top Skills to Have-

“SEO/SEM Marketing” ranked No. 1 globally

as the top skill in recruiter searches in

2013

“Marketing Demand Generation” climbed

from No. 8 skill in 2013 to No. 6 in 2015

“Digital and Online Marketing” took over

the No. 1 spot in 2014, only to relinquish it to “SEO/SEM Marketing”

in 2015

Compiled By author from business.linkedin.com/

Top Ranked Skills For Marketers To Have:

Marketing Skills:Top Skills to Have-

“SEO/SEM Marketing” and “Digital and Online Marketing” were in demand across the globe

They were the top two skills marketing departments sought in:

North America Europe-Middle East-Africa Asia Pacific

A marketing skill set that is rising in importance is “Marketing Demand Generation”

Marketing Skills:Top Skills Marketers Have-

1. Social Media Marketing

2. Digital & Online Marketing

3. Marketing Event Management

4. Market Research & Insights

5. Database and Direct Marketing

6. SEO/SEM Marketing

7. Channel Marketing

8. Marketing Demand Generation 9. Marketing Campaign

Management

Skills Marketers Actually HAVE In

2015:

Compiled By author from business.linkedin.com/

Marketing Skills:Top Skills Wanted-

1. SEO/SEM Marketing

2. Digital & Online Marketing 3. Marketing Campaign

Management 4. Channel Marketing

5. Marketing Demand Generation

6. Social Media Marketing

7. Relationship Marketing

8. Market Research & Insights

9. Marketing Event Management

Skills Marketing Departments WANT In 2015 and Beyond:

Compiled By author from business.linkedin.com/

Marketing Skills:Top Skills in Each Industry-

Oil and energy industry had a

higher demand for

“Market Research and

Insights”

Government, and non-profit sector had the

highest demand for “Marketing Campaign

Management”

Manufacturing and industrial sector had the

highest demand for “Marketing Demand

Generation”

The In-demand

Marketing Skills Were Not Uniform

Across Industries:

Compiled By author from business.linkedin.com/ images from google.com

Marketing Skills:Top Skills in Each Industry-

The number one marketing

skill for the education industry is “Marketing Campaign

Management”

For the retail industry,

companies are looking for

“Digital And Online

Marketers”

Automotive, aerospace, and transportation industry had the highest demand for

“Relationship Marketing”

The In-demand

Marketing Skills Were Not Uniform

Across Industries:

Compiled By author from business.linkedin.com/ images from google.com

Contact Us for the Full Presentation:

Mediacontact USA Inc.13575 58TH Street North #160

Clearwater, Fl. 33760

T: 727 538 4112E: contact@mcusa.co

www.mediacontactusa.com

Work Cited:

"Marketing Skills Handbook." LinkedIn.com. Web. 4 Jan. 2016. <https://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/campaigns/pdfs/marketing-skills-handbook-eng-us.pdf>.