There is an urgent imperative for marketers to enhance their skills in AI, data analytics, and automation to keep pace with the rapid deployment of new technologies.
According to research by the Digital Marketing Institute (DMI), a leader in digital marketing certification, more than half (58%) of marketers report that AI is transforming their roles, with 44% already utilizing advanced AI tools like ChatGPT, Canva, Jasper, and Midjourney.
The DMI’s Insights Survey, which polled its global membership, highlights an urgent need for marketers to upskill to stay competitive. The study reveals that the most sought-after skills for 2024 are AI, marketing strategy, SEO, and content creation.
The rising significance of AI is further underscored by a separate DMI poll, where 85% of marketers believe AI will enhance their work. Key benefits cited for integrating AI include automating routine tasks (68%), improving customer experience (46%), enhancing targeting and personalization (45%), and enabling predictive analytics (39%).
Most marketers view AI as a supportive tool rather than a replacement, with only 6% fearing it might render their roles redundant.
The rapid introduction of technologies into the marketing domain is compelling companies to address emerging skills gaps. DMI’s Corporate Digital Skills Gap & Training report, surveying leaders in Marketing, Sales, L&D, and HR globally, found that nearly half (49%) of companies identify AI strategy development as their most significant skills gap, followed by digital and social skills, and data analytics at 45%.
While 74% of companies have plans to address these skills gaps, over a quarter (26%) of leaders struggle to provide the necessary training due to budget constraints and time and workload pressures.
Employers’ challenges in upskilling their marketing teams pose risks to employee retention and productivity. More than half (55%) of decision-makers believe that upskilling or reskilling employees is the best way to address skills gaps, compared to hiring new staff (24%) or outsourcing (15%). The top benefits of prioritizing upskilling include improved performance and productivity (45%) and higher employee satisfaction and retention (43%).
In addition to embracing upskilling initiatives, companies are increasingly valuing industry certifications and practical credentials over traditional university degrees when hiring marketers. Nearly all (91%) now seek professional or industry certifications in their hiring and promotion decisions, and 70% value exam-based industry certifications from training providers over free certificates.
Certifications are a priority for employers seeking specialized skills. Indeed, 75% admitted that an industry certification from the Digital Marketing Institute would boost a candidate’s chances of being hired.
Ken Fitzpatrick, CEO of Digital Marketing Institute, stated, “AI, Data Analytics, and Automation are fundamentally transforming the marketing profession. As marketing becomes more technical and data-driven, companies are favoring certifications that demonstrate practical knowledge and skills over broader, more general qualifications. Those who continuously upskill through professional certifications will gain a competitive advantage.
At DMI, we offer a range of courses to support marketers and employers in addressing these skills gaps head-on. We recently launched our first-ever artificial intelligence (AI) in digital marketing course, following overwhelming demand from marketers.”
