Marketers ‘lack training for future career progression’

Nearly half (49%) of UK marketers have not received training in key skill areas that are essential to career progression, according to new research from the Institute of Digital and Direct Marketing (IDM).

The ‘Professional Skills Census’ report discusses the challenges facing many marketers to ensure their skills remain relevant. The survey highlights important differences between the skills marketers currently employ to the perceived skills they require in future.

“In a fast-changing environment, it’s important for marketers and the businesses they work for that they continue to cultivate a range of skills,” commented Jane Cave, MD of the IDM.

“Not just the skills they use today, but also those they will need in the future.”

The findings show that only half of marketers have had training in any of these skills, which can largely be classified as direct/digital marketing and management skills.

The key areas marketers need to develop include mobile marketing (19%), appraising employee performance (16%) and optimising campaigns (13%).

Cave added: “To attract and retain talented staff, and remain relevant in an environment that thrives on innovation, organisations need to promote a culture of continuous upskilling and reward employees for their professional development.

“Our analysis of skills gaps helps employers and marketers identify areas where they need to invest time and money in order to remain competitive, address key challenges and take advantage of future opportunities.”