Dec 04, 2023

DMI Insights: The Most Important Marketing Skills, Biggest Challenges, & the Impact of AI

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byEmma Prunty

Posted on Dec 04, 2023

To help businesses grow, marketers need great digital marketing skills. Plus these skills must be relevant and up-to-date so marketers can leverage new technologies (including the best AI tools) to generate high-intent leads, and deliver a good return on investment on campaigns.  

But with such pressures and so much expectation, what are marketers actually thinking about all this?

To find out, we turned to our most valuable asset - the Digital Marketing Institute’s Membership community - a global community of over 300,000 marketing professionals. We surveyed them recently to ask them their thoughts on the skills and challenges, especially given the emergence of AI and its uses in digital marketing.

Our report from the survey, DMI Insights: The Most Important Marketing Skills, Biggest Challenges, & the Impact of AI, provides invaluable perspectives and feedback which will continue to drive the kinds of content and learning that we know our community needs.

In this report, we explore the following questions:

  • What are the most important skills for marketers?
  • What skills are marketers looking to develop in 2024?
  • What qualifications do marketers want?
  • What challenges do marketers face?
  • What impact is AI having on marketers?
DMI Member Survey - Skills, Challenges & the Impact of AI
" Everything is happening faster and more is demanded. I feel like I need to use artificial intelligence to get the job done. "
- DMI member

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Emma Prunty

As the DMI's Content Editor Emma works to bring our members insightful and topical content every week. She has worked in digital everything for over 20 years, from New York to Oslo and Toronto to Dublin, and is always on the lookout for the latest currents of where things are going next. As producer of our popular podcast, winner of the 2023 Memcom Podcast Award, she's always happy to hear from anyone interested in coming on the show to share their expertise. She can be found on LinkedIn.