A study by Julian Goldie reveals 2024’s top 10 in-demand marketing skills, led by Google Analytics, Constant Contact, and Adobe Photoshop. These skills highlight the importance of data analysis, digital tools, and graphic design in modern marketing. Proficiency in these areas ensures higher job opportunities and salaries, with marketers adapting to tech-driven and visually focused consumer demands.
A recent study conducted by Julian Goldie and his team sheds light on the evolving landscape of marketing skills in 2024. Using data from Indeed.com, the study identifies the top ten most sought-after skills in the marketing industry, along with their corresponding job opportunities and average salaries. The findings underline the growing importance of technical proficiency and creativity in modern marketing roles.
The study highlights the significant demand for marketers proficient in specific tools and software, reflecting the increasingly tech-focused nature of the industry. The ten most in-demand skills were ranked based on the total number of job listings and their associated salary data.
Table: Top 10 most in-demand marketing skills
Importance of these skills in modern marketing
The study underscores the growing reliance on data-driven decision-making and digital tools in marketing. Proficiency in Google Analytics emerged as the most in-demand skill, with over 2,000 job openings.
Julian Goldie, an SEO expert, explained, “Google Analytics is so important because it allows marketers to analyse website traffic and track customer journeys, which is helpful when trying to optimise conversions and make data-driven decisions.”
Similarly, Tableau, ranked eighth, is valued for its ability to simplify complex data visualisation, enabling marketers to draw actionable insights effectively.
Creativity meets technology: The role of graphic and image editing skills
The study also highlights the enduring importance of visual content in marketing. Four of the top ten skills—Adobe Photoshop, Canva, Adobe Illustrator, and Adobe InDesign—relate to graphic design and image editing.
Julian Goldie noted, “Marketing is still heavily image-focused. It’s just that the tools marketers are using to make those images have changed.”
Mastery of these tools allows marketers to create engaging and professional visuals, which play a critical role in enhancing brand awareness and audience engagement. Programs like Canva and Photoshop simplify the process of crafting appealing graphics, meeting the demands of a visually driven audience.
Outreach and lead management tools also rank highly in the study. Constant Contact, the second most in-demand skill, facilitates efficient email marketing campaigns, while HubSpot, ranked fourth, enables effective lead generation and management.
According to Julian Goldie, “Being skilled in the use of this software allows marketers to forge stronger connections with customers and inspire brand loyalty.”
Expert commentary on the findings
Julian Goldie, reflecting on the study’s findings, emphasised the need for marketers to embrace a diverse skill set.
“To thrive in today’s fast-paced digital marketing environment, marketing professionals must possess a diverse skill set. In a landscape where consumer preferences shift rapidly, mastery of tools like Google Analytics enables marketers to analyse data and adapt quickly to market changes. Those who can effectively use platforms like HubSpot and Constant Contact can engage with their audiences, driving conversions.
Skills in tools like Tableau and Google Ads let marketers make informed decisions based on real-time insights, ensuring their strategies remain relevant. As the digital marketplace becomes increasingly competitive, the ability to leverage programs like LinkedIn Campaign Manager and Canva enhances a brand’s visibility, which is crucial for success on all levels.
Marketing professionals equipped with these skills can capitalise on emerging opportunities. Their proficiency allows them to respond swiftly to the changing market, ensuring they remain at the forefront of industry trends.”
Methodology behind the study
The study utilised job listings on the Indeed UK website to identify the demand for specific marketing skills. Total job counts and average salaries were calculated based on the first 75 job postings for each skill. Salaries expressed as hourly rates were converted to annual figures, assuming a full-time schedule of 2,080 hours per year.
Data for skills with fewer than 20 job listings were excluded to ensure accuracy. Incomplete salary data may have influenced some averages but did not impact the rankings.
About Julian Goldie
Julian Goldie, owner of Goldie Agency, is a leading expert in SEO with over six years of experience. He has a YouTube channel with over 75,000 subscribers, has taught more than 60,000 students on Udemy, and leads a team of over 70 professionals. Julian is also the author of the best-selling book Link Building Mastery.
Himani Verma is a seasoned content writer and SEO expert, with experience in digital media. She has held various senior writing positions at enterprises like CloudTDMS (Synthetic Data Factory), Barrownz Group, and ATZA. Himani has also been Editorial Writer at Hindustan Time, a leading Indian English language news platform. She excels in content creation, proofreading, and editing, ensuring that every piece is polished and impactful. Her expertise in crafting SEO-friendly content for multiple verticals of businesses, including technology, healthcare, finance, sports, innovation, and more.
