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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!

Utilising the Metaverse – 3 ways for marketers to use the Metaverse

Image source: (Facebook, 2022)

Utilising the Metaverse – 3 ways for marketers to use the Metaverse

The idea of being able to reach your loved ones at the click of a finger has long been the best part about social media – keeping in touch and staying close. But what if we told you that you could be anywhere in the world and still be able to meet up with friends and family…virtually! In October of 2021, Facebook announced a major change to their company moving from “Facebook” to “Meta”. Meta as a parent company now holds all of the companies that once existed under Facebook and function much the same, except, Meta’s vision is to go beyond.

What is the Metaverse?

Arguably, Meta is one of tech’s greatest giants having monopolised a great proportion of Social Media and pushing through new ways of advertising, marketing and selling online. As part of its big announcement last year, Meta also announced the Metaverse – an augmented reality experience where users could enter an online universe through virtual reality functions and tools (you can read more about it here). With Meta’s Instagram and Facebook social media apps leading the way with Influencing and digital marketing, it’s no surprise that the Metaverse is a utility tool to further enhance consumer experiences and drive further consumption through the Metaverse. But how can we as marketers do this? How do we utilise and optimise the virtual reality experience?

3 ways to utilise the Metaverse for marketers

Everything is fast-paced and ever-changing, and marketers know that in order to stay relevant, they need to adapt quickly. Adapting to new ways of marketing whether traditional or digital is top priority for anyone in this industry. We have found three specific ways to utilise the Metaverse to your advantage:


1. Extending your brand –into a virtual world

In March of 2021, Gucci announced a pair of virtual sneakers that were exclusively sold online – and, could also only be “worn” online. The idea here was to continue Gucci’s visibility and desirability in a world where anything is trendy. The Gucci Virtual 25 could also move with the user and be worn in Roblox outfits, a popular AR game. In doing so, Gucci cemented its footprint in the world of AR, made money from purchases because it was a “Gucci” purchase and did not have to physically produce any product. The brand was sold, exclusively online in a digital format.

Creating virtual replicas or new designs of products virtually is a great brand extension and strategic way to optimise the Metaverse to your advantage. It increases visibility and desirability both online and in real life.

Extending your brand –into a virtual world

2. Integrate your brand into the Metaverse experience

Branding in gaming has been widely popularised (read more about it here), especially on sports games produced by the NFL, the NBA and notoriously, FIFA. By mimicking the real experience of ad-boards, visuals and commentator announcements about sponsorships, brands like Coca-Cola, Emirates and Nike have all gotten into virtual branding and advertising through gaming quite early on.

The Metaverse can bring this to life in an even greater way where businesses can further integrate their branding into the world of AR. Through the Metaverse, your brand can act as a “person” or “user”, adopt a personality and somewhat become a celebrity.. Your imagination is the only limitation to how your brand could be integrated into this new community of people.

TBWA’s Asia head of innovation, Tessa Conrad, mentions Wendy’s as “one of my favourite examples of brands exploring the metaverse over the past couple years”. They have really immersed themselves in the gaming landscape across Fortnite, Twitch and many others and not just as a one-off marketing campaign, but clearly driven by a wider strategy. (Campaign Asia, 2021)

Integrate your brand into the Metaverse experience

3. Give your store a virtual reality showroom that can be viewed through the Metaverse

As an extension of Meta’s consumer branch, setting up shop in AR might just be the coolest way for marketers to utilise the AR universe for greater consumption. Since the idea of Metaverse marketing is to establish brand identity and awareness, sales are likely to be driven through popularity and desirability. Targeting the right audiences and establishing a sense of “need” for the brand will undoubtedly expand business growth. Further, what virtual showrooms offer is the ability for consumers to first “see” products before going in-store to shop for them. Without being able to tangibly have a product (yet) can further increase desirability while consumers anxiously wait for the product to release in real life.  QT reports on how the Emotional UX design of many virtual reality games and universes like the Metaverse, really drive up real-life desirability for products.

The expansion of virtual and augmented reality is expected see major growth with the Metaverse. Over the last decade, Meta, previously known as Facebook, has dramatically changed the way we as consumers think, feel and need. The Metaverse is a great extension of what already exists and will really give users and consumers alike a new place to “live” and “experience” what’s out there. For marketers, getting in on the Metaverse is a must. No matter the platform, there is always room for optimisation in any space.

To learn more about Meta, click here.