What are the essential skills for modern marketers? [infographic]

Looking to future proof your CV? Want to make sure your marketing team has the right mix of talent?

Our recent Skills of the Modern Marketer report defines the skills that senior marketers are seeking for their team. Both the broad knowledge areas and the deep vertical skills needed to be successful in marketing.

As Neil Perkin’s blog post on the report mentioned last week, we also found a surprising focus on soft skills – in particular, adaptability, inquisitiveness and willingness to collaborate.

We created this infographic to summarise the findings of the report, based on interviews and a survey with senior level marketers.

By Heather Hopkins May 26th 2014 21:15

Test your own digital marketing knowledge with our Digital Skills Index Lite or get in touch to test your whole team or organisation.

Article Content management

The Guardian’s agile processes showcase digital best practice

Digital has changed our world. The web has transformed the way we gather information, make purchases and carry out daily tasks.

Social media is altering the way we interact with friends and even the nature of society as a whole. And mobile has nurtured the 24/7, always on culture.

Organisations are scrambling to adapt to this new reality. Some businesses have been too slow and digital has forced them to close their doors. HMV, Tower records, Kodak and Blockbusters are all high-profile victims of the digital revolution.

But some organisations are making the transition, even in sectors harmed by the arrival of digital. One such organisation is the Guardian newspaper.

Article Content marketing

How brands can make the most of corporate sponsorship

With Summer now here, brands need to be clear on how they can get more out of event sponsorships.

Typically, brands stick to reaching consumers on the ground. At Glastonbury 2013, mobile network EE targeted throbs of sweaty music-lovers by offering them a free 3G connection, courtesy of their own Wi-Fi tractor.

Also at Glastonbury 2013, another brand, Southern Comfort, created Juke Joint, an on-site music venue that mimicked the ambience of a New Orleans bar.

Both EE and Southern Comfort went above and beyond handing out free samples. Though their tactics landed them a fair amount of coverage, they were still only interacting with festival goers on the ground.

Article Digital Transformation

The five golden rules of responsive web design

In May 2010, Ethan Marcotte started the craze that is Responsive Web Design, when we wrote his article of the same name for A List Apart. This article was so popular, he even wrote a book on the topic.

This introduction of fluid grids, flexible images and media queries has changed the way we’ve designed our websites quite dramatically. We’ve been re-sizing our browser windows ever since.

Starting off as a trend, Responsive Web Design has fast become the hot-topic of our industry and has now become the norm.

Over the past few years I have worked on several RWD projects. In almost all of these projects I have used a different design process, produced different deliverables and encountered many different problems.

Based on these experiences, and given that RWD is now becoming the norm, my workflow has had to adapt. Here are five areas in which I believe designers are required to step up in order to adapt to the responsive web.

Article Video

China’s internet report shows growth in bite-size video and live commerce

In March, the China Internet Network Information Centre (or CNNIC) released the 53rd Statistical Report on China’s Internet Development Status: a comprehensive twice-yearly snapshot of digital life in China. Covering everything from device usage to China’s rural internet population, livestreaming growth to online ride-hailing, the report delves into the major trends shaping China’s internet landscape […]

Article AI/Machine learning

What exactly is AI-powered commerce search and what does it mean for retailers?

We’ve seen lots of examples of new intelligent search features or conversational agents in the last six months in online retail – from Walmart, Instacart and Amazon, for example. In a recent article, I tried out some AI-powered product discovery features to see how useful they might be for shoppers. And though they each provided distinctive […]

Article Innovation and Trends

14 examples of augmented reality brand experiences

Augmented reality has surged in the headlines of late with the release of Apple’s Vision Pro headset and Meta teasing a potential rollout of AR glasses as it marks the 10-year anniversary of its VR/AR outfit, Meta Reality Labs. If augmented reality headsets and eyewear become more commonplace, brands and entertainment companies may take the […]

Article AI/Machine learning

Retailers’ guardrails for generative AI need to match up to their level of investment

A joint report from Salesforce and the Retail AI Council suggests widespread retailer investment in generative AI – but a lack of structure and guardrails to ensure it is used effectively and above all, ethically.

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