According to a report by the Chartered Institute of Marketing, in association with Target Internet, in 2021 and 2022 digital marketing skills stagnated or declined. The sectors where decline was the highest included Analytics and Data by 6%, Content Marketing by 4% and Social Media by 2%. This research was first conducted in 2018 and then again in 2020 in 2021 – and involved 7000 marketing professionals taking part in a test to measure their knowledge in 12 areas of marketing.

The report also highlights, curiously, that 6 out of 10 marketers, who were furloughed used their time on professional development, “their focus shifting to upskilling in areas such as brand, copywriting and strategy”.

The report also found that agencies were more advanced in their use of digital marketing techniques and this may be seen in the shift from in-house to outsourced digital marketing teams. What is also interesting is that “50% of agencies [revealed] in CIM’s CMO50 report saying that they saw increases in revenue, which in turn drove a need to upskill staff to meet demand.”

Gemma Butler of CIM observed, “With marketing technologies and social media platforms continuing to innovate at pace – and consumer use of digital channels showing no signs of slowing – the range of skills expected from marketing professionals will continues to expand”. She also highlighted that employers needed to invest “in the on-going development of their marketing teams.”

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