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

To help businesses grow, marketers need great digital marketing skills. And these skills must be relevant and up to date so that marketers can leverage new technologies including AI, generate high-intent leads, and deliver a good return on investment (ROI) 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 in today’s marketing landscape, especially given the emergence of AI.

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?

“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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