There is an urgent need for marketers to upskill in AI, data analytics, and automation to keep pace with the rapid implementation of new technologies.
This is what research reveals the Digital Marketing Institute (DMI)digital marketing certification specialist.
Its recent study found that more than half (58%) of marketers say their roles are changing thanks to AI, with 44% already using advanced AI tools such as ChatGPT, Canva, Jasper and Midjourney.
DMI’s Insights survey of DMI members worldwide asked marketing professionals their thoughts on The most important marketing skills, biggest challenges and impact of AI. The survey reveals an urgent need for marketers to hone their skills to stay competitive.
The results indicate that the skills most in demand by marketers in 2024 are AI, marketing strategy, SEO and content creation.
The growing importance of AI is also highlighted by a separate DMI survey, which found that four in five marketers (85%) believe AI will improve their work. According to a separate Survey of DMI membersTop benefits cited for integrating AI include automating routine tasks (68%), improving customer experience (46%), improving targeting and personalization (45%) ) and the possibility of predictive analyzes (39%).
Most view AI as an aid and support rather than a complete replacement, with only 6% of marketers concerned that AI would make their role redundant or believing it could cost them their jobs.
The rapid pace of technology’s arrival in the marketing sphere is now forcing companies to act and address emerging skills gaps within their marketing teams. DMI Digital Skills Gap and Corporate Training Report – a survey of global marketing, sales, L&D, and HR leaders – found that, from a business perspective, nearly half (49%) of companies say developing AI strategies is their biggest skills gap, followed by digital and social skills and data analytics at age 45. %.
While almost three in four companies (74%) say they have plans to close these skills gaps, more than a quarter (26%) of executives admit they struggle to take action and provide the training needed to develop skills required, also due to budgets. as well as time and workload pressures – the main obstacles cited.
The difficulties employers face in upskilling their marketing teams pose challenges to employee retention and productivity. In fact, more than half (55%) of decision-makers believe that upskilling or reskilling employees is the best way to close skills gaps, compared to hiring new staff (24%) or outsourcing (15%). Companies cited performance and productivity (45%), as well as greater employee satisfaction and retention (43%) as the top benefits of prioritizing upskilling within their organization.
In addition to adopting upskilling initiatives, companies are favoring industry certifications and practical credentials over traditional college degrees when hiring marketers. Almost all (91%) now seek professional or industry certifications when hiring or promoting and 70% admit to favoring exam-based industry certifications from training providers over free certificates.
Certifications are clearly a priority for employers seeking increasingly specialized skills. Actually, 75% admitted an industry certification from the Digital Marketing Institute would increase a candidate’s chances of being hired.
Ken Fitzpatrick, CEO of the Digital Marketing Institute, said: “AI, data analytics and automation are fundamentally changing the marketing profession. As marketing becomes more technical and data-driven, we see companies favoring certifications that demonstrate practical knowledge and skills over broader, more generalized qualifications. Those who continually upgrade their skills through professional certifications will have a distinct competitive advantage.
At DMI, we offer a range of courses to help marketers and employers tackle these skills gaps head-on – before they widen. We recently launched our first-ever course on artificial intelligence (AI) in digital marketing, following overwhelming demand from marketers.
Want to hear top global brands discuss topics like this in person? Learn more about Global Digital Marketing Forum (#DMWF) Europe, London, North America and Singapore.
