Skills and Capability

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

Essential Reports

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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 […]

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 […]

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 […]

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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

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Quick Guide to Skills of the Modern Marketer

 Introduction This guide summarises the key findings from Econsultancy’s Skills of the Modern Marketer report, which examines the changing marketing landscape and the key skills required to be successful in this environment. It outlines three of the most important areas for marketers to focus on – knowledge of marketing concepts, understanding of data as a […]

From the Blog

Rory O’Connor, Founder and CEO of Scurri, on how retailers are adapting during Covid-19

Rory O’Connor is the founder and CEO of Scurri, a provider of software that connects and optimises the ecommerce ordering, shipping, and delivery process. Econsultancy caught up with him to find out his view on the long-term trends affecting retail, how retailers have been adapting to the pandemic, and what advice he would give to young junior professionals just entering the industry.

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