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Marketing skills you need to reach success in 2022

Marketing skills you need to reach success in 2022

This year more than ever, marketers are be faced with new challenges and opportunities. Technology is driving change in this industry with the likes of AI, the Metaverse, and Augmented Reality (LinkedIn, 2021). This may be intimidating at first, but don’t fret. We have compiled a list of the most important marketing skills you will need in 2022 to get ahead.



Being able to write persuasive and engaging content is a skill that not many marketers have. Being able to do so drives sales, as the content catches the consumer’s attention which sparks a desire for the product or service. This skill has faced a new challenge in recent years, which is the emergence of AI copywriting tools (TechAcute, 2021). Although these tools allow its users to save time, personalise copy and create in bulk, they are not advanced enough to replace human copywriters.

Common issues with AI copywriting tools are that they cannot produce ideas that are truly original, the copy produced lacks human emotion and often has awkward wording. These are issues that humans are able to correct and avoid, which means copywriting is not able to be replaced by AI writing tools just yet. To have the upper hand on your competition, you should sharpen your copywriting skills.

Here is one from the Institute of Marketing Management (IMM) that you should consider:

Introduction to copywriting for digital.


Social Media Marketing

With close to 4.5 billion people being active social media users, marketers need to have good social media marketing skills (Backlinko, 2021). Regardless of the brand, their target market is highly likely to be active on one or another social media platform. To take advantage of this, marketers should know how to engage with an audience to build a following, which would lead to gaining new and loyal customers.

Here is a short course from the Institute of Marketing Management (IMM) that you should consider:

Social Media Marketing


Soft Skills

Although this might not seem like a necessity, having soft skills is one of the most important attributes a marketer can have. Soft skills are the interpersonal attributes marketers need to succeed in their careers and workplace. These types of skills are critical and should be included on resumes as qualifications and experience are not the only factors considered during the hiring process.

Here is a short course from the Institute of Marketing Management (IMM) that you should consider:

The brand of you


Using Technology

As technology has grown and evolved, certain tools and technologies have been created to assist marketers. Marketers can use these tools to turn website traffic into customers. This will lead to building a greater brand awareness, which serves to grow the brand’s customer base. Examples of these tools and technologies are HubSpot (a platform which offers marketing, sales, customer service, and CRM software), Marketo (a software company that sells marketing automation software for account-based marketing), and Mailchimp (a web-based mail management system). Marketers should start out by acquainting themselves with these and other tools and technologies available to them to have the upper hand on their competition.

Here are a few short courses from the Institute of Marketing Management (IMM) that you should consider:

Applied Digital Marketing

Applying Digital Marketing Tactics

Digital Marketing Toolbox


Project Management

Most marketing activities, like rolling out campaigns, can be run as mini projects. Some bigger marketing initiatives, like setting up a new distribution partner, can be treated as actual projects. Not all marketers have equipped themselves with project management skills. This is a major opportunity for those wanting to set themselves apart in job interviews.  To be successful, good marketers should have advanced project management skills. This entails coordination of resources from people to materials to budgets. In addition, organisational skills, people skills, and time management skills which include punctuality and realistic planning. Being able to deliver on the brief, while working and collaborating with others, gives your organisation the upper hand on the competition.

Here is a short course from the Institute of Marketing Management (IMM) that you should consider:

Project Management Fundamentals

Remote Working

Due to the COVID-19 pandemic, remote work has become a normality. This has offered a range of benefits, such as saving on travelling expenses and being able to be employed while being anywhere on the planet. But, it does come with a range of challenges. Being able to work remotely without direct supervision often requires professionals to have good time management skills and discipline. Without this, professionals are likely to miss deadlines and may produce content that is not up to standard.

Watch this space! Very soon the Institute of Marketing Management will be launching its professional development programme which will include courses on remote working for member.


Search Engine Optimisation

Search Engine Optimisation, commonly known as SEO, is a skill all marketers need to reach client satisfaction and success. By being able to optimize a brand’s website or content successfully, they would see higher traffic rates, which means they will have more customers. You don’t have to become an SEO expert, but you should at very least be able to instruct one to implement an SEO strategy for your business.

Here is a short course from the Institute of Marketing Management (IMM) that you should consider:

A Digital Approach to Marketing Strategy


The Institute of Marketing Management South Africa (IMM) offers marketing professionals a wide range of value-added products and services. Examples of these value-added products and services are:

  • Support to their members throughout their career
  • Education initiatives that aim to promote continuous career development
  • Job placement services
  • Assisting their members in getting recognition in their field

To take advantage of these products and services, marketers would need to apply to the IMM to become members. Follow this link and apply today!