Survey Shows Brand Marketing is Now Most Valued Sector Skill

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12th February 2013 17:06 - Media and PR


A survey of 500 UK marketing employers by recruitment firm Michael Page has discovered that brand skills have now replaced digital abilities (online and web development) in terms of being the most highly valued talent for prospective employees to possess.

Almost a third (29%) of respondents cited 'brand' as the most important function of a marketing team to help grow business in 2013, reflecting a 19% rise from 2012.

In contrast, online and web development has dropped from top place of prized skills last year – these abilities now stand in joint-second place with CRM (customer relationship management), both of which were deemed to be the most vital asset to business growth by 21% of marketers.

Some analysts however say the fact that digital skills are no longer the most valuable asset to a company is in part due to the extent they have become embedded in the standard marketing function.

Meanwhile, social-media and mobile skills have also declined in value among senior marketers – they have decreased by one third from 9% to 6%.

Managing Director of Michael Page, Paul Sykes, attributed the shift in top valued skills to the 'cautious and competitive' state of the market, where 'brand differentiation' is now crucial to boost market share.

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