Over the last few years, the marketing role has changed and developed significantly.  Companies and marketers have had to transcend into the world of digital marketing, largely driven by the impact of Covid but also with the onset of new technology and customer demand.

There has been a significant shift to online and virtual collaboration, digital offerings, mobile access and social channels that the world of marketing is looking very different compared to even five years ago. That’s not to say consumers don’t want hands-on, face-to-face, physical interaction either. They do and as we emerge from the Covid years, this more traditional form of marketing is making a comeback.

Customer demand is such that they want the best of all worlds and marketers are now having to juggle both. So how do current marketing trends impact today’s marketing jobs?

Our top 8 marketing trends

As marketing becomes more digital oriented and customers demand more from companies in terms of communication, personalisation, mobility and visualisation, certain marketing trends are coming to the fore. Our top eight marketing trends are:

• Personalisation. Since the introduction of AI, companies now have access to huge amounts of data about their customers’ buying habits. This allows marketers to create targeted marketing campaigns that are individually tailored – personalised – to their customers’ preferences and needs.
• Customer experience. You will know that content is King; well, marketers need to expand on this and create an exceptional customer experience, too. Much of this is based around content but marketers also need to think about interactive experiences, streamlined online processes, loyalty programmes, gamification, mobile, communication, engagement, personalisation… The aim? To create a unique positive customer experience they’ll remember.
• Omnichannel. Blending the offline and online in a holistic way that provides an integrated, immersive customer experience across all channels. 27% of senior marketers believe their omnichannel strategies are successful and businesses want marketers that know how to use analytical data with the right messaging, consistently, across all the company’s channels. This drives engagement via multiple channels and helps to build trust, credibility and stronger customer relationships.
• Inclusivity. With 46% of marketers saying diversity, equity and inclusion is aligned with being culturally relevant on social media channels, a company with an inclusive marketing strategy will better connect with their customer base across culture, backgrounds and languages.
• Data analysis. The role of marketing is becoming more and more data-led. Companies now have access to reams of data and marketers that are able to analyse that data and know how to use it to create content marketing strategies that are high quality, targeted and personalised to the customer will boost performance and revenue.
• Influencer Marketing. According to State of Influencer Marketing 2023: Benchmark Report, influencer marketing has grown into a $21.1 billion industry. But it’s the micro-influencers that are becoming so important as businesses aim to tap into their small but highly engaged followers. However, influencers also need to be environmentally responsible and the key to influencer success for marketers is aligning with the right influencers.
• Content marketing. This has become a crucial aspect of a marketer’s role in recent years and that’s not going to change. Creating content that is of high quality, that resonates with their customers, that provides value and usefulness, but also establishes the company as a respected brand and thought leader is a major skill for today’s marketers.
• Sustainability. Consumers want the brands they buy to be as sustainable as possible. Marketers now need to ensure their campaigns incorporate sustainability and ethical practices, such as environmentally-friendly packaging, sustainable resources and supply chains and responsible partnerships.

The new set of marketing skills required

With digital marketing evolving, so is the marketing skill set required; from data analysis and interpretation to content creation and artificial intelligence. Modern day marketers need to keep up with the latest marketing trends as well as have an up-to-date skills portfolio. In fact, many marketers are listing digital marketing expertise as their top skill on their LinkedIn profiles; championing their knowledge of both marketing strategy and advertising.

Mimi Turner, Head of EMEA and LATAM at LinkedIn’s B2B Institute, reported that data published during the Cannes Lions Festival in June found that technical skills in an industry was up by 47%. She says: “There is an idea of a modern marketer having a toolkit like a Swiss army knife.”

Is marketing still a good career?

With the world rapidly shifting into the new digital world, businesses are making huge investments in digital marketing to better connect with their target audiences. According to The Social Shepard, roughly 80% of online consumers have purchased from a social media ad. Much of this demand has been escalated by the recent lockdowns which has seen a sharp rise in online shopping, communication and even banking. But in this modern, fast-moving world, is a marketing career still worthwhile?

We say yes, and here are a few reasons why:

• High demand. Digital marketing and content marketing is in huge demand and there’s lots of opportunity for those with the right skills and experience.
• Variation. Marketing opens up lots of different job roles, from SEO and content creation through to social media and online advertising.
• Continuous learning. The need to continually adapt and develop new skills, as well as keeping up with the latest trends and strategies, allows for plenty of continuous learning opportunities.
• A degree isn’t required. You don’t need a degree to succeed in a marketing career but that doesn’t mean a qualification won’t help, it will. Today, there are so many online and offline courses that will help you develop the right key strategies and skills.

As one of the UK’s leading recruitment agencies specialising in marketing, communications and public relations sectors, Auxato sees the impact digital trends has had on businesses. This gives us an invaluable insight into what companies are looking for. So, if you are looking for a job change or want to get into marketing, check out our latest jobs page, as we might have something for you.Celebrating our 8^th Anniversary!