We’ve written extensively in recent months about how the worlds of marketing and digital are undergoing perhaps the biggest change since the widespread adoption of the computer, and the rise of the internet. Emerging tools like GenAI platforms, combined with shifting customer demands promise to reshape the fabric of our industries and create new requirements over the coming years. But what will be the top marcomms skills for 2025?
The pace of change within our specialist sectors is putting real pressure on both organisations looking to keep up with ever-changing customer demands, and also professionals themselves who are seeking ways to boost their employability and remain at the cutting edge of organisational requirements.
Of course, there will continue to be some evergreen skills that will always be in demand by marcomms employers. These include attributes like the ability to communicate both in writing and verbally and develop compelling narratives that resonate with your specific target audiences, plus creativity, stakeholder management and more.
However, there are several other core qualities that we’re increasingly seeing employers seek in their next generation of marcomms specialists.
Marcomms skills for 2025
Digital proficiency
Yes, this has been a requirement for roles for some years now, but in the space of the past 12-48 months customer demands for digital expertise have grown enormously. Professionals have to keep pace with evolving demands and emerging platforms like TikTok and now Bluesky, plus the ever-expanding range of other digital tools in areas like virtual reality (VR), augmented reality (AR) and more. This is not only limited to the more exciting and innovative tools, but also administrative-based, day-to-day planning platforms.
Subsequently, the marcomms specialist of 2025 will need to possess far more digital expertise than the comparable individual just a few short years ago. These requirements are likely to stretch ever further with the growing role that GenAI tools, like ChatGPT, CoPilot and DALL-E are likely to play in marcomms in the coming years. Those looking to secure the best available jobs on the market must not only recognise how to leverage these tools to their advantage, but also understand their limitations and ethical restraints. Equally, this growth will make the link between marcomms specialists and technical developers much tighter, meaning the best professionals will be able to bridge the gap between the two groups and find holistic solutions that benefit all parties.
Data
Linked to this is the ever-growing demand for professionals who can analyse and review large, and often complex, data stacks. Marcomms professionals now operate in a data-rich environment meaning the ability to interpret, analyse and leverage this information will be critical for designing effective campaigns and then measuring their impact and success. Not just limited to being able to make a chart on excel, they now need to be able to analyse information using the likes of Google Analytics, Tableau and Python, amongst many others, AND, understand consumer data privacy laws and personalisation techniques.
Global Knowledge
While this isn’t a direct tangible skill, the increasing globalisation of the modern world and the ability of emerging tools to close gaps between countries means that having an understanding of international nuances, customer preferences and how to develop inclusive campaigns that reflect and respect diversity will be key. Of course, the rise of populist and isolationist leaders like Trump could reverse all of this, but the growth of platforms that cross borders will likely limit their impact. Marcomms specialists are no longer just communicating with their own domestic audiences, they must now be aware of their much larger and potentially global reach, and manage their activities accordingly.
Crisis communications
The increasing digitalisation of modern life does create major opportunities, but it’s also opened the door to more cyber threats, particularly with so much critical data now being hosted online. This has led to the growth of cybercrime which has accelerated enormously over the recent years. In fact, the so-called ‘Hackerpocalypse’ is expected to cost the global economy a staggering $10.5 trillion next year alone. Yes, that’s trillion with a ‘T’.
Consequently, organisations are boosting their cyber teams and activity. However, even the most robust defences are occasionally impenetrable. For marcomms specialists, this means having an expert understanding of how to navigate these breaches and crises without impacting customer confidence and maintaining loyalty is vital. All professionals will require crisis management expertise at some stage and being able to deliver when the pressure is on will become an increasingly sought-after skill.
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If you’re looking for support navigating this changing market in 2025, speak to our expert team.
