Marketers Reveal Social Media as the Most Overrated Skill in 2023

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Marketers are reassessing the importance of social media and digital skills in 2023.

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News Summary

A recent survey conducted by Marketing Week reveals marketers’ views on skills, with social media being the most overrated for the third consecutive year. Despite its perception, social media is still considered in high demand. The survey also highlights concerns about the emphasis on digital skills potentially alienating talented individuals returning to the workforce.

Marketers Reveal Social Media as the Most Overrated Skill in 2023

It’s always interesting to see where the marketing world is headed, and a recent survey sheds light on what marketers really think about various skills in their field. For the third year in a row, expertise in social media has topped the list as the most overrated skill in marketing. Yep, you read that right! In a survey conducted by Marketing Week, a notable 25.2% of over 3,500 respondents indicated that they consider social media expertise to be more style than substance in today’s marketing landscape.

Social Media Takes the Lead

In the 2023 Career & Salary Survey, this sentiment was echoed by more than a fifth (22.9%) of the 3,000 marketing professionals surveyed. Interestingly, the perception wasn’t vastly different among different types of marketers: approximately 22.4% of B2B marketers and 24.2% of B2C marketers shared the same view. This raises some eyebrows as social media continues to be a buzzword in the marketing space.

Other Skills in the Spotlight

After social media, it seems like familiarity with AI is also taking some heat, considered the second most overrated skill by 20.1% of respondents. Following closely behind are digital marketing at 19.1% and performance marketing at 18.5%. It does raise the question — are we putting too much weight on these skills when it comes to real marketing effectiveness?

The discontent doesn’t stop there. Advertising and marketing technology were found to be overrated by 13.7% of respondents, while content marketing and SEO garnered 13.1% and 13% respectively. Even skills like data analysis and user experience were viewed as overrated by 7.1% and 6.1%. Quite a mixed bag, right?

The Disconnect with Demand

Here’s where it gets a bit more intriguing. Despite this somewhat grim assessment of social media, it’s still considered the most in-demand skill according to data from LinkedIn for 2023. It seems there is a disconnect between what marketers think is essential and what recruiters are actually looking for. Digital marketing enters the scene as the third most in-demand skill as per employer needs. It’s fascinating to consider how perception can diverge from reality.

Understanding B2B vs B2C Perspectives

As we dig deeper into the survey results, there’s an evident difference between B2B and B2C marketers regarding performance marketing. While 14.1% of B2B marketers found it overrated, this number jumps to 19.7% among B2C companies. These differences highlight the varied landscapes these marketers operate within and the skills they deem necessary.

Concerns Over Talent Exclusion

One concern raised through the survey is the fear that the ongoing obsession with digital skills may inadvertently push away valuable talent, especially women returning from maternity leave. This could mean potentially losing out on creative minds that may not have the traditional tech-heavy skills yet are capable of bringing fresh, innovative ideas to the table.

The Shift in Marketing Skills

Interestingly, amidst this debate, marketers are increasingly working to upskill themselves in crucial areas, like social media, e-commerce, and data analytics, to adapt to the fast changes happening in consumer behavior. This indicates an awareness and a willingness to grow and meet the shifting demands of the marketing world.

As we catch a glimpse into 2023, it seems clear that while social media remains a hot topic, marketers’ views are shifting. Understanding what skills truly matter combined with honing them will be essential for anyone serious about making waves in this ever-evolving industry. Whether or not social media eventually regains its shiny reputation remains to be seen, but one thing is for sure — marketers are ready to embrace change.