Demand for communication skills in marketing increasing ‘exponentially’, data suggests

Communication skills are becoming increasingly important for marketers, according to data from LinkedIn which shows it is among the most in-demand marketing skills having grown “exponentially”.

Alongside communication (2^nd), strategy (6^th) and analytics skills (7^th) are the most sought after soft skills for marketers. LinkedIn attributes this to companies’ desire for growth, with brands needing marketers to make informed decisions with critical thinking and problem-solving skills.

In terms of key marketing skills, social media (3^rd), digital marketing (4^th) and marketing strategy (5^th) are the most in demand, both in the UK and globally.

Tunji Akintokun, senior director, head of enterprise solutions or UK and Ireland at LinkedIn, says: “As the world of marketing evolves rapidly in the age of AI, the skills needed for marketers to grow are also changing.”

Businesses are “prioritising” human-centric skills for marketing, he adds.

Last year, Marketing Week’s Career and Salary Survey revealed data analysis was the biggest skills gap for marketing teams.

More than a third (34.4%) of the 3,000-plus respondents taking part in 2023’s survey identified it as an area businesses are looking to improve, alongside content, copywriting and social media.

“Strong communication is critical in building trusted customer and stakeholder relationships, being financially fluent and proving ROI, amplifying an executive’s voice, and building a memorable brand,” says Akintokun.

“To keep up with the technological curve, companies are also looking for modern marketers who can lean into analytical skills and creativity to problem-solve, and leverage a results-driven digital marketing strategy to boost long-term growth and build their brand’s reputation,” he concludes.

Marketing Week will be publishing a deep dive into the skills and capabilities of marketers based on the findings of the 2024 Career & Salary Survey over the coming weeks, including the impact of tightening budgets, team restructures and working patterns. Click here to view everything we’ve published so far.