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.'

Discussion

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

Latest

Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands