Top 10 Marketing Skills for 2025 (According to Global CMOs)
A global survey conducted by Econsultancy revealed which skills will be most in-demand for millennial marketing teams
Marketing has never been a static discipline. However, the current pace of change —driven by digitalization, artificial intelligence, and shifts in consumer behavior— demands that professionals in the field engage in constant skill updates.
A global survey conducted by Econsultancy revealed the most in-demand marketing skills for the coming two years. These trends, compiled by Statista, provide a clear roadmap for those looking to stay competitive in 2025 and beyond.
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What are the top 10 most important skills for marketers in 2025?
Here are the results of the survey, based on feedback from thousands of marketing professionals, CMOs, and agency leaders worldwide:
| Skill | % of marketers who consider it a priority |
|---|---|
| Artificial Intelligence (AI) applied to marketing | 40% |
| Data & Analytics | 40% |
| Brand marketing | 33% |
| Soft skills (critical thinking, collaboration) | 30% |
| Content Marketing | 29% |
| Social media skills | 23% |
| Customer Experience (CX) | 22% |
| Performance marketing | 22% |
| SEO (Search Engine Optimization) | 11% |
Source: Econsultancy
Artificial intelligence: the most in-demand skill
For the first time in recent marketing history, artificial intelligence (AI) ranks first among the most important skills. This area includes:
- Campaign automation.
- Dynamic personalization.
- Predictive conversion optimization.
- Content creation via generative models (GenAI).
Brands that fail to integrate AI into their strategies risk falling behind in terms of efficiency, responsiveness, and personalized customer experiences.
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What role does data analytics play in modern marketing?
Alongside AI, advanced data and analytics skills are another top priority. By 2025, marketers will not only need to collect data but also interpret it, turn it into actionable insights, and use it to make strategic decisions.
Predictive analytics, personalized dashboards, and understanding multi-channel attribution models are now essential skills for any marketer looking to demonstrate tangible ROI.
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Is traditional branding still relevant?
Despite the rise of technology, branding has not lost its importance. One in three CMOs indicated that brand marketing remains fundamental.
Building a strong brand with a clear purpose and emotional connection with audiences remains the heart of every successful marketing strategy, especially in a world oversaturated with messages and options.
What role do soft skills play in the future of marketing?
Soft skills like critical thinking, empathy, collaboration, and adaptability rank as the fourth most important skill set.
It’s a paradox, but it’s real: artificial intelligence is the most in-demand skill, but human intelligence, “being human”, remains a competitive advantage. Future marketing leaders must balance their technical expertise with interpersonal skills to lead diverse teams, innovate, and build authentic relationships.
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Content marketing
Content marketing remains key, with 29% of marketers highlighting it as a priority.
However, content in 2025 won’t just be textual: marketers will need to master:
- Transmedia storytelling.
- Creation of immersive experiences (VR, AR).
- Real-time content personalization.
- Automation of content flows based on user behavior.
Content will continue to be the “fuel” that powers SEO, social media, and lead generation strategies.
Social media management
23% of marketers believe that social media management will remain a crucial skill.
This goes far beyond scheduling posts: it’s about building communities, managing reputations in real time, using social listening for market insights, and optimizing paid social strategies to maximize ROI.
Customer experience (CX): a growing priority
Customer experience (CX) is becoming a key differentiating factor. 22% of professionals stated that CX is one of the main skills to develop.
Today’s consumers expect:
- Fast responses.
- Seamless cross-channel experiences.
- Personalized and empathetic service.
Therefore, marketers must master techniques like customer journey mapping, omnichannel personalization, and designing memorable experiences.
How important are performance marketing and SEO?
Finally, performance marketing (22%) and SEO (11%) remain essential in 2025:
- Performance marketing: focused on conversion optimization, customer acquisition, and direct return on investment.
- SEO: crucial for organic visibility in an environment where paid user acquisition costs continue to rise.
Mastering these technical disciplines is essential for maintaining sustainable and profitable brand growth.
