Aussie marketers: we don’t need social media expertise to be successful

Marketers in Australia and New Zealand say that an understanding of technology and social media are the things they need the least to be good at their jobs, according to a survey of CMOs by IBM.

In answer to the question, ‘What capabilities do you need to be personally successful over the next 3 to 5 years?’ only 12% said social media expertise – the lowest proportion in the survey.

What capabilities do you need to be successful over the next 3 to 5 years?

Technology savviness rated at just 26% – as did finance skills.

Leadership abilities, creative thinking and customer insights rated top.

The survey was part of a global study, which comprised face to face interviews with 1,700 CMOs; 57 in Australia and New Zealand.



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