People and Skills

From organisational structures to capability, the latest best practice, case studies, trends and training on people and skills

How does your digital marketing knowledge stack-up?

Take the Digital Skills Index to see how you measure up across 11 topics integral to modern marketing. It’ll help you identify your strengths and weaknesses, benchmark you against your peers, and provide tailored learning journeys to develop further.

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The Fundamentals of Modern Marketing Mindset

This report answers the following questions:

  • What is mindset and what is a ‘modern marketing mindset’?
  • What is the relationship between mindset and individual performance?
  • How can mindset underpin career success and broader organisation success?
  • How can a marketing mindset be cultivated?
  • What are the considerations for cultivating an organisational approach to mindset?

Skills and resourcing

Modern Marketing Job Descriptions

1. Introduction Modern marketing requires new skills for the digital age. As new technologies and channels have emerged and digital transformation has become a priority for organisations across all locations, sizes and industries, the demand for expertise in the likes of data, analytics, customer experience, content and personalisation has increased. With this demand often outstripping […]

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Skills of the Modern Marketer

1. Foreword When I ask senior marketers to tell me what marketing framework they are most familiar with, they often suggest the 4Ps (Product, Price, Place and Promotion). This model was first published in 1960 by American marketing professor Edmund Jerome McCarthy in his book Basic Marketing: A Managerial Approach. This was in an era of […]

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Organisational Structures and Resourcing Best Practice Guide

1. Introduction Econsultancy has been conducting research into digital marketing resourcing and structures for almost 10 years. This report is the fourth iteration of this research and represents a major update on the 2015 Digital Marketing: Organisational Structures and Resourcing Best Practice Guide. There have been some fundamental shifts in approaches to resourcing since then […]

How Marketers Learn

1. Introduction Rapid changes in customer behaviour and digital markets have forced many organisations to rethink the structure of their marketing teams. They want to take advantage of new tools and build the capabilities and tools that are available to the modern marketer. In response to these changes, Econsultancy conducts ongoing research to identify a […]

Leadership and change

Effective Leadership in the Digital Age

1. Introduction The question of how leadership is changing in a digitally empowered world is a consistent theme in subscriber feedback and the digital transformation work that Econsultancy does with clients. 2015 saw the publication of Econsultancy’s initial research and report into Effective Leadership in the Digital Age, which was designed to provide insight into […]

Change Management for Marketers

Change Management for Marketers Best Practice Guide

1.  Introduction This report is designed to provide marketers with practical guidance and advice on how best to manage change in the context of rapidly shifting technology, consumer behaviour and market dynamics. It is written for senior and mid-level marketers who want to understand how to navigate change within their own teams or the most […]

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Effective Remote Working for Marketers Best Practice Guide

1. Introduction Due to the Covid-19 outbreak, an increasing number of organisations is ordering their workforces to work from home for the foreseeable future, meaning many businesses and teams are facing new and unprecedented challenges. Econsultancy has created this Best Practice Guide to provide marketers with the essential techniques to empower successful and powerful remote […]

More reports and webinars

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The Fundamentals of Modern Marketing Mindset

1. Introduction Econsultancy has been investigating the topic of marketing knowledge and skills for more than 20 years. In that time, we have conducted multiple research studies and interviewed thousands of marketing leaders and practitioners about the human capabilities required for success. One thing that has become clear is that some of the most important requirements for […]

Articles

People and Skills - Econsultancy's Internet Statistics Database

Statistics on people and skills – explore the ISD

The Internet Statistics Database contains thousands of charts and statistics related to people and skills. Browse, save and export charts as you go.

Topic hubs

B2B - Econsultancy's Internet Statistics Database

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