Future success will rely on direct marketing and social media skills – claim businesses in new skill census

New research from the Data & Marketing Association (DMA) reveals that, according to marketers, a multichannel approach to marketing remains pivotal to future business success – and direct marketing and digital skills will become increasingly important.

The DMA’s ‘Business Skills Census 2019’ report, asked marketers to identify the skills and challenges that are important to businesses today, as well as those that will be in the future.

33 skills were investigated in the study – here are some of the key findings:

  • The top ten responses were all chosen by at least nine out of ten respondents, with 93% saying Copywriting and Optimising Campaigns were crucial together with 90% selecting Project Management
  • Three were deemed less important to current success: Social Media (46%), Event Planning (45%) and Direct Marketing (40%)
  • However, when asked what skills will be important to future success, both Direct Marketing and Social Media saw the most significant increases noted in the survey – rising to 86% and 88% respectively – thereby highlighting their importance in the future.

In terms of the future, 95% of respondents selected ‘analysing customer data/insight’ as being important to future business success while 94% selected ‘producing content or creative work’.

Commenting on the report and important role of Direct Mail, DMA Head of Insight Tim Bond said:

“… it remains clear from the research that we conduct at the DMA, and also from organisations like JICMail, that print will continue to play a prominent role in the future.

“The tactility and sensory marketing opportunities that print media can offer is simply not possible through digital-first channels and that doesn’t look set to change in the immediate future.”

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