“Our research indicates that most marketers recognise the importance of a multi-channel marketing approach to future business success,” said Tim Bond, Head of Insight at the DMA’s Institute of Data & Marketing.
“Direct marketing clearly has an important future in the eyes of most marketers, alongside digital channels like social media and so marketers must find the best balance, using data insights to target consumers with the right opportunities.”
In terms of the most important skills to businesses’ current success, the top ten skills were all chosen by at least nine out of ten respondents, with 93% saying ‘Copywriting’ and ‘Optimising campaigns’ were crucial, and 92% selecting ‘Analysing customer data/insight’ and ‘Data & database management’.
Creativity and data analysis
An increasing number of marketers believe that ‘Analysing customer data/insight’ will be important to future business success, with 95% stating this – the most cited skill within this question.
‘Producing content or creative work’ is the second most cited area, with 94% of respondents selecting these skills.
“If businesses aren’t already doing so, their marketing function must start effectively using data insights and innovation to improve the customer experience”, Bond said.
“Most marketers agree that the customer experience is vital to business success and so developing skills in data analysis, creative thinking and campaign execution will play a key role in producing engaging marketing campaigns.”