Skills and Capability

The latest best practice, industry interviews, trends and data related to digital marketing skills and capability

Essential Reports

Modern Marketing Job Descriptions

This guide covers the challenges specific to hiring for the skillsets required by modern marketing teams in the digital age. It looks at how to use job descriptions as a marketing tool, overcoming the skills gap, building diversity and inclusion into the hiring process, and more.

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Skills of the Modern Marketer

This report will identify the key issues, challenges and opportunities around the evolving skills of modern marketers in response to the rapidly changing digital marketing and media environment.

It expands on Econsultancy’s Modern Marketing Model (M3) by examining the key skills required to be successful in marketing organisations.

It is based on a series of in-depth interviews with marketing leaders, a quantitative study of over 500 marketers and a review of the academic and professional literature related to marketing skills.

Research, Trends and Best Practice

From the Blog

HR and marketing leaders reflect on creating a culture of learning

Talk of a “Great Resignation” has dominated conversations about recruitment, retention, and workplace culture since midway through 2021, as the ongoing Covid-19 pandemic prompts a widespread reassessment of priorities and working conditions. The Marketing Week Career and Salary Survey 2022, which surveyed more than 4,400 UK marketing professionals to form a snapshot of marketers’ experiences, […]

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How can marketers meet the skill requirements of the post-Covid era? Insights from GSK, Channel 4, UPS and WW

Econsultancy’s Future of Marketing survey, which canvassed close to 1,000 client, vendor and agency-side marketers on their predictions about the future of the industry, revealed that an overwhelming majority of marketers feel optimistic about their future. All told, 82% of marketers say they are optimistic about the future of marketing – a third (33%) are […]

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