Infographic: Marketers highlight jobs and tools essential for 2021

More than 75% of marketers said their team or company will hire full-time marketers in the next 12 months before July 2021. Out of these 75%, 42% said they will hire at least one while 21% said they will bring on board at least two to three. This was according to a survey of 734 marketing professionals by market research company SparkToro. Among the list of respondents include those who are directly responsible for marketing hires in either a management or executive role, as well as those who work on marketing teams or have marketing responsibilities.

According to the study, the skill most essential in getting hired in marketing is data measurement and analysis (55.7%).

This is followed by creating content that performs well in search and social (47.3%). Rounding off the top five most essential skills are crafting persuasive copy (33.9%), teaching others how or why marketing works (32.6%), and familiarity with marketing software (32.4%).

sparktoro essential skills

In line with these statistics, SparkToro also found that on a scale of zero (not used) to four (essential), analytics and reporting (3.6), content marketing (3.4) and SEO (3.4) were important marketing tactics to one's organisation. Meanwhile, 41% of marketers expect to work with an agency or consultant in the next 12 months, while 36% said no and the remaining 21% are unsure.

sparktoro important marketing tactics

Activities with most career impact

SparkToro's survey also asked respondents how helpful they believed a particular activity was in helping them get hired and progress in their career. On a scale of zero (not helpful) to five (instrumental), subscribing to marketing blogs and websites (4) were the most instrumental, followed by receiving mentoring from someone in the marketing field (3.6).

sparktoro impact on marketing career

Respondents also cited studying marketing books, e-books and conference videos (3.4), as well as launching their own website, company and product (3.3) to be instrumental. On the other hand, coming in last were attending local meetups in one's area (2.5) and publishing their own marketing-focused video content (2.2).

The marketing, advertising and PR industry was certainly not spared by the impact of the COVID-19 pandemic. JobStreet Malaysia said it witnessed a 54% decrease in job listings for the ad industry, a 63% dip for the PR industry and a 51% dip for the marketing industry. According to its recent study which surveyed 5,000 Malaysians in April, 20% of those who work in advertising/PR/marketing industry have been retrenched and 10% of them are temporarily not working. Meanwhile, one in four Singaporeans have lost their jobs due to COVID-19. JobStreet Singapore said those working in advertising/PR/marketing, tourism, F&B, retail, and hospitality industries, as well as smaller organisations, had the highest percentage of retrenched workers.

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