As a part of Piwik PRO’s forecast discussions, we spoke with our experts about the skills every marketer needs to have in 2023.
This is a crucial moment for marketers. Technical, legal, and consumer trends continuously reshape how businesses operate. Also, Google is sunsetting its Universal Analytics in a few months.
From updating their skills to switching to the next analytics platform – marketers simply need to catch up.
What exactly are the trends and skills required for this year?
We’ve asked our experts:
Learning how the company operates, its main goals, and how the data you collect can be used to achieve them – that’s what matters. But how to make sure that all these goals are clear? “Ask questions and get clarification from other people,” says Anil.
To truly embrace all the key performance indicators (KPIs) from different teams, marketers should also develop their soft skills to the maximum. The most valued ones are teamwork, communication, critical thinking, and interpersonal skills.
Speaking of the required skills, the one our expert considers to be the key is cooperation. “Learn to work with people from different cultures and understand differences between them – skills, ideas, backgrounds,” says Mikko.
Marketers shouldn’t be afraid to ask for help and should know who to turn to for answers. As no one can know everything and specialize in every field, it’s good to be a team player.
Our experts also emphasize the importance of cooperation with legal teams, especially regarding privacy compliance: “Privacy laws are constantly changing. Marketers should have a broader awareness of what’s happening, but it is impossible to know every law. That’s why they need to cooperate with legal teams,” says Anil.
“The legal teams should be able to translate complex definitions into simple language. That’s when everyone can understand why there are legal limitations and what steps need to be taken to comply,” adds Mateusz.
As more and more companies say they are data-driven, there is a question of whether they know exactly how to achieve it.
“The first thing about becoming a data-driven company is to have high-quality data. Then comes the proper mindset,” says Mateusz. “It’s impossible to have a fully data-driven company with poor data quality. If people don’t trust your data, they won’t be interested in what your company offers,” adds Mikko.
On the other hand, Anil considers mindset as something that starts the whole process. “If you want your company to be data-driven, begin with the right mindset. That’s what leads to having good-quality data.”
There are many ways for companies to be data-driven – but that is a topic for further discussion.
We hope this summary encourages you to review our marketing forecast for 2023. To learn more about the experts’ take on this year’s marketing trends, watch our whole series of on-demand video talks about essential marketing skills, regulatory changes, and key technologies.
Marketing forecast for 2023: skills, technology & privacy