Magazine article Marketing

More Employers Prize Brand Marketing Skills

Magazine article Marketing

More Employers Prize Brand Marketing Skills

Article excerpt

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. …

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