Marketing: Marketer 4.0 – Skills needed for the digital age


Marketer 4.0 – Skills needed for the digital age – By Beth Cummings, Marketing Lecturer

The Marketing sector has seen rapid changes in recent years and continues to evolve with increasing technological advancement.  Today’s marketers are required to undertake a range of roles from individual areas of specialism to those of creative, strategist and above all championing the customer.

As a function Marketing is increasingly becoming a more powerful voice at board level, as organisations appreciate the value of customer engagement, building loyalty and creating advocates – even not for profit and public entities are harnessing the power of effective marketing to engage with audiences. The recent UK government public awareness campaign launched during the pandemic is an example of using marketing to influence behaviour. The campaign utilised online and offline channels including print, social and outdoor media.

In their latest digital skills benchmark report the Chartered Institute of Marketing (CIM) along with digital agency, Target Internet, identified the increasing need to develop digital skills in these rapidly changing times. As our digital world continues to increase, marketers must gain skills in understanding the customer journey both online and offline. Identifying key marketing channels and developing integrated online/offline campaigns, across customer touch points and platforms is fundamental to the core marketing role. Strategy and measurement also continue to be essential requirements across all sectors.

Professional development and up-skilling in specialist areas such as SEO, usability and social are essential to stay ahead of the game and remain competitive. The research identified the importance of continuing to develop these skills at all levels of seniority, with evidence of a digital skills gap at mid/senior level.

Employers are increasingly seeking graduates who have the range and depth in knowledge and understanding and are ready to add value to their business. Marketing is a diverse and varied discipline with roles ranging from communications to insights, content marketing to customer experience and influencer marketing to digital optimisation, to name just a few! The ability to adapt and be agile in this environment is essential.

The MSc Strategic Marketing and MSc Management (Marketing) at Swansea University develops high-level marketing and strategy skills, with a critical understanding of current issues and challenges. Both programmes are part of the CIM Graduate Gateway scheme that provides students with exemptions from the CIM professional qualifications.  This means that students have the opportunity of completing their professional qualifications in less time and at a reduced cost.

And so, in these uncertain times, those who invest in their personal brand and continue to develop their skills are sure to reap the rewards.

Learn more about our Postgraduate Marketing programmes


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