Upskilling for uncertainty: In-demand marketing skills
Marketing is an ever-evolving industry, and staying ahead means continuously learning and adapting. Embracing a growth mindset – the belief that you can always learn and improve – is essential for long-term success. According to the World Economic Forum, in 2025 half of all employees will need to upskill, with marketing and sales among the most affected sectors.
Marketers are facing growing uncertainty, especially around how technology and channels are evolving. Areas like AI, data privacy, search, and social media are changing rapidly, making it more important than ever to stay agile and informed.
Why upskilling and reskilling matters
1. Career Progression
Learning new skills can unlock new opportunities and make you a stronger candidate for promotions or internal moves. Broadening your skillset, especially in areas like design, coding, or project management, can help you take on more responsibility and stand out from your peers.
2. Job Security
As the marketing landscape shifts, some skills become less relevant while others grow in demand. Upskilling helps you stay current and valuable, protecting your role in times of change or uncertainty.
3. Higher Earning Potential
Demonstrating new skills shows your value to the business, which can lead to raises, bonuses, or new roles. Keep a record of your learning achievements so you’re ready to showcase them during performance reviews.
4. Adaptability
Continuous learning builds the flexibility needed to navigate change. It prepares you to face new challenges and makes you a more resilient, future-ready professional. Becoming more capable in your role boosts your confidence and job satisfaction. Upskilling can reignite the passion that brought you into marketing in the first place.
How to upskill and reskill effectively
1. Define your goals
Start by identifying the skills you want to develop and how they align with your career ambitions. Think about both short-term goals, like mastering a specific tool, and long-term aspirations, such as stepping into a leadership role. Be as specific as possible.
2. Evaluate your current skills
Take stock of your strengths and areas for improvement. This isn’t about self-criticism - it’s about understanding where to focus your energy. Feedback from colleagues or managers can help guide this process.
3. Find New Learning Opportunities
Look into online courses, webinars, certifications, workshops, and industry events. Choose options that align with your goals and fit your schedule. Avoid overcommitting - balance is key to maintaining performance in your current role.
4. Build your professional network
Connect with other marketing professionals to stay on top of trends, tools, and best practices. Attend events and join webinars, such as those run by the Chartered Institute of Marketing, and engage with experienced peers who can offer insights and advice.
5. Stay informed
Follow industry blogs (such as the Chartered Institute of Marketing Content Hub), publications, and thought leaders to keep up with emerging trends and tools. Staying informed helps you anticipate what skills will be valuable next.
6. Commit to lifelong learning
Upskilling isn’t a one-time task - it’s a continuous journey. Keep learning, stay curious, and embrace the mindset that there’s always more to discover and improve.
In a marketing landscape defined by rapid change and uncertainty, upskilling isn’t just a professional advantage, it’s a necessity. By actively investing in your growth, you not only future-proof your career but also unlock new opportunities, boost your confidence, and increase your impact within your organisation. Whether you're refining existing strengths or exploring new areas, continuous learning empowers you to stay adaptable, resilient, and ready for whatever comes next. The most successful marketers aren’t just keeping up - they’re leading the way.
By Annabel Elliott-Browning, Vice Chair Communications, Greater London Regional Group