Brand marketing overtakes digital as 'most-prized skill', claims survey

Survey: brand skills most highly valued
Survey: brand skills most highly valued

Brand marketing has been cited as the most important skill for prospective marketing employees, overtaking online and web development.

An exclusive survey of 500 UK marketing employers by recruitment firm Michael Page found that nearly a third (29%) of respondents named 'brand' as the most important function of a marketing team to help grow business in 2013, up from 19% in 2012.

Online and web development dropped from first in last year's survey to joint-second, alongside CRM, with 21% of marketers deeming it their most vital asset. Social-media and mobile skills also declined in value among senior marketers, down one third from 9% to 6%.

The relegation of digital could be attributable in part to the extent to which it has become embedded in the marketing function.

Paul Sykes, managing director of Michael Page, said the shift may be linked to the 'cautious and competitive' state of the market, where 'brand differentiation' is now vital to drive market share.

At the other end of the scale, staff retention was voted as important by only 5% of marketers. With business growth being voted the top priority by the majority (57%) of respondents, Sykes warned of the danger of undervaluing staff.

Salary confidence has also taken a hit. Some 59% of respondents expected salaries to increase in 2013, down from 67% the previous year. Half of those taking part believed their employers were either not going to pay bonuses or were unsure about paying them.

'The good news is that, for marketing professionals, retention isn't just about financial rewards,' added Sykes. 'In fact, the majority of this year's respondents [54%] believe that a positive working environment can be the most effective retention strategy.'


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers