IDM：2018年营销专业技能普查报告(英文版).pdf

1、1 I D M P R O F E S S I O N A L S K I L L S C E N S U S 2 018 The quantum marketing skills challenge. In partnership with: 3 Introduction 4 Foreword Smart Insights 5 Four actionable takeaways from this research 6 -7 Executive summary 8 9 Importance of skills in the marketing industry 10 17 Skills ga

2、p analysis 18 23 Training 24 28 Changing marketing roles 29 Data Specialists 30 31 Data-driven Marketers 32 33 Generalists 34 35 Response Marketers 36 37 Strategic Marketers 38 39 Role progression 40 41 Methodology 42 Survey respondents 42 43 C O N T E N T S 4 I N T R O D U C T I O N Welcome to the

3、very first edition of the IDM Skills Census report, which we have created to investigate the skills marketers use day-to-day, as well as those needed to progress in their career. Marketing is evolving faster than ever, due to rapid technological advancement, proliferation of data and increasingly sa

4、vvy consumers. In order to keep pace with the changing environment, attract and retain talented staff, organisations need to cultivate a culture of continuous upskilling and professional development. Relevant skills are essential for remaining competitive, delivering innovation and taking advantage

5、of new opportunities. The IDM Skills Census looks into 33 skills, grouped into five categories: Content/Creative, Data, Direct/ Digital, Management and Strategy/ Planning. Overall, the study highlights how marketing roles are becoming richer, more data-driven and strategic in their nature. We are wi

6、tnessing a conflation of roles and skills, with marketers needing to think more like data analysts and data specialists needing to think more like marketers. All five categories included in the IDM Skills Census survey show skills gaps, meaning that marketers anticipate having to use a wider portfol