What are Chief Marketing Officers looking for in new hires? The top four skill sets are Internet Marketing, Innovation, Customer Relationship Management and Brand Management, according to Duke University’s Fuqua School of Business and the American Marketing Association in their CMO Survey.
I guess that this should be no surprise, as social media has exploded as a new marketing media. The CMO survey also shows that major US firms anticipate a 9% increase in marketing spending over the next 12 months (from August 2010), but traditional advertising spending will be flat, while internet marketing spending will be up 13.6%.
The message here? If you want to be an effective marketer, you need to understand internet marketing. In fact, if you want to be an effective manager, you need to have a handle on the impact that the internet has today. You can’t ignore it and hope it will go away. Cause it won’t.