Marketers Need To Acquire Adaptive Skill Sets

Most marketers have earned their stripes through corporate work experience and business-school training that takes a top-down linear approach to marketing planning and optimization. Today, winning, serving, and retaining customers with ever-higher expectations of relevant messages and offers demands a more flexible approach. Digital marketing channels offer greater planning flexibility, a more targetable approach, and real-time measurement of campaign results. This dramatically changes the skills that are required of successful marketers. Marketing leadership professionals should read this report to help identify key areas on which to focus and act to hire and develop marketers with the right skills to optimize their marketing mix in the age of the customer. This report was originally published on December 20, 2012; Forrester reviews and updates it periodically for continued relevance and accuracy.