Brand marketing has surprisingly overtaken digital and CRM skills in terms of importance when it comes to recruiting marketers.
The survey of 500 UK marketing employers by recruitment firm Michael Page found that a third of respondents names brand as the most important function of a marketing team to help grow business in 2013.
Dropping from first place in last year’s survey, online and web development came joint-second, alongside CRM, with 21 per cent of markets claiming it to be their best asset. The value of social media and mobile skills saw decline, down one third from nine per cent to six per cent.
Paul Sykes, managing director at Michael Page Marketing, said, “The focus on brand to deliver growth means companies are evaluating their market position, investing where appropriate but ultimately looking to ensure maximum exposure and awareness of their brand.”