49 per cent of marketers believe they have not received training in the key skills essential to helping them progress in their careers and ensure the future of the industry, according to a new study by the Institute of Digital and Direct Marketing (IDM).

The IDMs Professional Skills Census found that many marketers are facing challenges in ensuring their skills stay relevant and up-to-date, and identified some important differences between the skills marketers currently employ in their roles and the perceived skills they require for career progression. 13 key skills gaps were highlighted that the report suggests should be addressed.

Mobile marketing showed the largest skill gap, averaging a 19 percentage point difference between how important it was in marketers current roles, compared to how many believe it is important for their future career. Other digital skills with large gaps include marketing automation & integration and search marketing, both of which had a 12 point difference.

Data skills also showed crucial gaps, with analysing customer data, data analysis & reporting, and data & database management all showing significant differences. In management skills, appraising employee performance, presentation/public speaking, marketing finance and client/stakeholder management were all under-trained, while on the strategy and planning side, marketers felt they were under-prepared for optimising campaigns, briefing agencies & evaluating performance, and communications planning & strategy.

“In a fast-changing environment, its important for marketers and the businesses they work for that they continue to cultivate a range of skills,” said Jane Cave, managing director of the IDM. “Not just the skills they use today, but also those they will need in the future.

“To attract and retain talented staff, and remain relevant in an environment that thrives on innovation, organisations need to promote a culture of continuous upskilling and reward  employees for their professional development. Our analysis of skills gaps helps employers and marketers identify areas where they need to invest time and money in order to remain competitive, address key challenges and take advantage of future opportunities.”