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Creative skills least in demand among marketers in APAC

Marketers across Asia-Pacific expect creativity to become the least in-demand industry skill this year as technical and strategic abilities take greater precedence.

According to a study by LinkedIn, 61 per cent of marketing professionals expect employers to hire people with creative backgrounds, while more than 80 per cent believe strategic and critical thinking, plus problem solving, will be in greater demand.

Released exclusively to Mumbrella, The Marketing Team of Tomorrow study surveyed more than 700 professionals across India, Australia, plus Singapore and Hong Kong. In all four markets, creativity was the lowest in-demand, though was significantly higher in India with 74 per cent believing demand would grow.

Across the board, more than three-quarters said they expected a rise in technically skilled employees, while demand for good account managers hit above 80 per cent in all markets but Hong Kong.

In the first of its kind by the social network, the study also looked at how marketers were hoping to use new technology within their organisations.

According to LinkedIn, marketers’ primary focus is to “bring new efficiencies” in order to free up their time and “shift focus to strategies and delivering more personalised customer experience”.

Tools that can streamline and automate repetitive tasks, such as data analytics (54 per cent), marketing automation (44 per cent) and programmatic ad buying (39 per cent) are currently the most widely-used technology tools among the marketers surveyed.

In terms of business impact, technologies to aid business acquisition and retention were seen as the most valuable – specifically in helping source and organise leads, maintain customer loyalty and reduce churn.

Elsewhere in the study, 53 per cent of respondents said more ‘personalised’ marketing would drive digital trends in 2018.

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