Article

Chris Jenkinson
Chris Jenkinson 5 March 2013
Categories

A New Survey Reports Brand Marketing A More Important Skill Requirement Than Digital Marketing

A recent survey suggests brand marketing has overtaken digital marketing as a key skill for new marketing employees

In fact, it has been suggested by a recent survey carried out by recruitment firm Michael Page that brand marketing has overtaken digital marketing as the most important skill for new marketing employees. The firm questioned 500 UK marketing employers and found that nearly a third (29 per cent) had named ‘brand’ as the most important function of a marketing team to help grow a business in 2013. This was up from 19 per cent in the previous year.

 

The survey found that online and web development had dropped from first in last year’s survey to joint-second, with 21 per cent of marketers identifying it as their most vital skill. Paul Sykes, managing director of Michael Page, said this change may have something to do with the ‘cautious and competitive’ state of the market today, in which ‘brand differentiation’ is becoming increasingly vital to driving market share.

 

But this of course does not mean that digital marketing is in any way on the decline. How can it be when so many companies today are choosing to conduct almost all their business and marketing online? Email marketing, social media marketing, SEO marketing – the tools and technologies for these are constantly being refined and updated. It is more likely that digital marketing is increasingly being perceived as ‘embedded’ in the entire marketing package.

 

The research firm Forrester has predicted as much when it suggested that digital is set to lose its prefix and simply being referred to as ‘marketing’ in 2013 as all marketers’ output will become ‘inherently digital’ over the coming months. In its ‘Trends for the B2C CMO to watch in 2013’ report, it warns that marketers must expand the ‘utility and value’ of the online experience their brands deliver.

 

It advises CMOs to work across departments to assess their digital readiness and identify where messages, actions and products can be improved through digital means. Brand marketing and digital marketing are not really even two separate concepts: they are inherently intertwined.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
The 8 Most Effective Words to Use in Your Next Email

The 8 Most Effective Words to Use in Your Next Email

There are 8 simple, yet effective words you can use to increase engagement in your next email. You can use these words strategically to inspire your subscribers to take action or develop good feelings about you and your brand. Read on to learn about these 8 words and how to use them in your emails.

Shelby McGuigan
Shelby McGuigan 8 August 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
What is a CMS?

What is a CMS?

You’ve heard the term CMS, but what is it, what does it actually do? A CMS empowers you to get your companies' message out there, internally, externally or both.

Sean Hargrave
Sean Hargrave 14 August 2017
Read more
The Importance of Customer Relationship Management Within a Business

The Importance of Customer Relationship Management Within a Business

In a world where competition is becoming ever fiercer, businesses need to implement customer relationship management, or CRM, strategies in order to stay ahead of their rivals.

Emma Newbury
Emma Newbury 18 April 2016
Read more