Digital Marketing Skills Benchmark 2023

The Digital Marketing Skills Benchmark is the only study of its type and scope to look at skills across so many different industries and age groups. Rather than being based on opinion like many other studies, the benchmark core evaluates the skills of thousands of people. Published in October 2023, by Target Internet in partnership with the Chartered Institute of Marketing (CIM), the benchmark report gives you an industry reference you can trust.

The report highlights that “The demand for Marketers with a more general Marketing skillset remains. Recruitment is reporting a notable é
increase in demand for Marketing Managers and Marketing Executives.”

In relation to the digital disciplines breakdown the report shows that in general, digital marketing skills showed a more positive image in the last two years compared to during and immediately after the pandemic. However, improvements in most digital areas have been minimal and we are still
far from the level of marketing capabilities in all areas that our organizations really need.

The skills shortage in digital marketingcontinues to be a problem and many professions have only grown above pre-pandemic levels,
some fields have not yet recovered.

Social media, email, search engine optimization, lead generation and e-commerce skills have all improved significantly over the past two
years. Usability and online advertising have improved, but not quite to the same level. Analytics, Strategy, Mobile and PPC saw slight improvements, and Content and Marketing Theory
barely improved.

While we have seen Analytics and Data improve, from 29% in 2021 to 31% in 2023, this is still much lower than the previously recorded peak of 35%, reflecting much of the uncertainty and unknown Google ‘ i GA4 analysis suite.

It’s important to note that the small improvements we’ve seen have occurred in an increasingly rapidly changing environment, so that should reassure us that our investment in expertise is paying dividends. However, we must continue this investment and look for innovative ways to improve skills.

View and download the digital marketing skills benchmark report here.

Industries covered in the benchmarking report are:

Beauty and Cosmetics
Construction and Property
Consumer Goods
Education and Training
Electronics and Engineering
Events and Conferences
Financial Services
Food and Drink
Legal and Accountancy
Luxury Goods
Media and Publishing
Professional Services
Public Sector
Recruitment and HR



What’s your marketing game plan?

game plan - marketing strategy - create sales

Let’s talk about marketing strategy.  How well do you, and your marketing processes, know who your ideal buyer or customer is; what their needs are; where they hang out; and when and why they’re likely to buy from you? How satisfied will your buyer be as a customer; how long will they remain a customer and how profitable will you be as a business? These are key questions that your marketing strategy should consider.

The Chartered Institute of Marketing says “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” A marketing strategy therefore defines your overall business’ game plan for reaching your ideal buyer, and turning them in profitable customers who buy your products or services.

What’s your unique selling proposition?

What are your principles?  What’s your vision?  What are your businesses 3 main challenges? What are your 3 main goals? So, how about starting with an agreed marketing strategy? Taking your competition into consideration, your strategy would define the strengths and opportunities of your business offering matched to the solutions that your ideal customers are looking for.

The plan would need to consider which ‘P’s of the modern marketing mix will define your unique selling (or value) proposition (USP).  Some ‘P’s to really get you thinking are:  principles, people, product (or service), price, positioning, place, promotion, physical evidence, partnerships, process, performance, profitability.

Your strategy would then detail plans and tactics for targeted online and offline marketing campaigns to generate more enquiries or sales for your business. With some help on board, a results focused and hands-on approach to marketing would then help you:

– Win more profitable new business
– Sell more to your existing customers
– Improve customer retention.
– Create and develop sales collateral
– Keep ahead of your competitors.

For some examples of campaigns  view the Create Sales portfolio.

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