Marketers Declare Social Media as Most Overrated Skill for 2023

News Summary

A recent survey by Marketing Week has revealed that for the third consecutive year, social media expertise is deemed the most overrated skill in the marketing industry. With 25.2% of 3,500 marketers sharing their views, this trend indicates a significant shift in perception about essential skills. While marketers hold social media in lower regard, recruiters on platforms like LinkedIn still prioritize it, creating a disconnect between the two factions. Other skills like AI knowledge and digital marketing also ranked as overrated, sparking discussions about the evolving skillsets necessary for success in the industry.

Marketers Declare Social Media as Most Overrated Skill for 2023

It’s official! For the third year running, social media expertise has been labeled the most overrated skill in the marketing world. According to a survey conducted by Marketing Week, an impressive 25.2% of over 3,500 marketers shared that they believe knowledge in social media doesn’t pack the punch it used to. It’s a staggering figure that certainly gets people thinking!

What Other Skills Made the List?

Following social media, the spotlight was also cast on AI knowledge, which came in as the second most overrated skill with 20.1% of respondents feeling that way. Other skills not faring too well in the ratings included digital marketing at 19.1% and performance marketing at 18.5%. These numbers certainly indicate a shift in how marketers are perceiving the landscape of skills needed in 2023.

Fast forward to this year’s survey, and over a fifth, specifically 22.9% of more than 3,000 marketers identified social media again as the most overrated skill. Intriguingly, there seems to be a slight divide in sentiment between B2B and B2C sectors, with 24.2% of B2C marketers expressing that social media is overrated compared to 22.4% of their B2B counterparts. Performance marketing also continues to be viewed as overrated, with 16.1% of respondents sharing similar views.

Perceptions of Other Skills

When taking a closer look at the data, other skills that strayed into the realm of being overrated included advertising and marketing technology, at 13.7%, and content marketing at 13.1%. SEO and data analysis didn’t fare much better either, with 13% and 7.1% respectively. User or customer experience was deemed overrated by 6.1% of individuals surveyed.

A Disconnect in Demand and Supply

Despite the perceptions regarding the overrated status of social media, there is a significant discrepancy here! Recruiters are on the lookout for these skills more than ever. Social media is being highlighted as the most in-demand skill on platforms like LinkedIn for 2023. Not too far behind, digital marketing came in as the third most sought-after skill based on employer demand. It certainly makes one ponder why there’s such a divide between what marketers view as overrated and what recruiters are looking for!

Skill Assessment Variance Between Sectors

In terms of sector-specific responses, B2B marketers seem to find advertising and marketing technology overrated at 14.6%. When it comes to performance marketing, B2B and B2C have differing viewpoints with B2B respondents at 14.1% rating it as overrated, whereas B2C marketers see it at a higher 19.7%.

The Impact of Digital Skills on Workforce Diversity

Interestingly, there is also growing concern regarding the intense focus on digital skills. Some experts warn that this obsession could alienate valuable talent, especially regarding women returning to the workforce after maternity leave. Companies are encouraged to consider this while making hiring decisions in the years to come.

Continuous Upskilling to Meet Market Changes

As we navigate through the ever-evolving marketing landscape, it’s clear that marketers are rising to the challenge. Many are actively upskilling in up-and-coming areas such as social media, ecommerce, and data analytics to adapt to shifting consumer behavior. It’s a fascinating time in the marketing world, full of insights and opportunities.

So, whether you’re a seasoned marketer or just starting out in the field, it seems like there’s always more to learn and explore. Let’s look forward to 2024 and all of the exciting changes it may bring!

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Additional Resources

• Marketing Week: Social Media as Overrated Skill
• Wikipedia: Social Media
• Financial Times: Insights on Marketing Skills
• Google Search: Marketing Skills
• Marketing Week: Overrated Social Media Skills
• Google Scholar: Social Media Marketing
• The Times: The Impact of Social Media in Food Industry
• Encyclopedia Britannica: Social Media
• Marketing Week: Networking and Skills in Marketing
• Google News: Marketing Trends