2024 has arrived and as predicted, it’s fast paced and focused on growth. This year, marketers will be navigating a landscape where technological advancements, shifting consumer behaviours and digital transformation are the norm. Economic uncertainty will continue to challenge many brands and as a result, marketers must equip themselves with the knowledge and skills to support their business.

From mastering AI to understanding data analytics, SEO and UX, what are the essential skills that marketers should have in 2024? In addition, why is adaptability, an often-overlooked yet critical personal skill, the most important attribute?

AI Skills

Artificial Intelligence (AI) is revolutionising marketing. AI-driven insights can enhance targeting precision, increase engagement, and ultimately lead to improved return on investment (ROI). A recent McKinsey report estimates that ‘generative AI could contribute up to $4.4 trillion in annual global productivity.’ According to McKinsey’s analysis, marketing and sales is one of four functional groups that combined could reap an estimated 75 percent of that value.

In response to this upskill opportunity, the MMA is supporting its members through a Foundational training series. Decoding AI Training offers marketers an opportunity to hands-on with Generative AI, explaining how different systems work and their strengths and weaknesses using real-life examples and practical exercises. Decoding AI Training with MMA is running again between 11th to 15th of March2014. It’s clear that marketers should be leveraging all aspects of AI, from the tactical (streamlining routine tasks) to the strategic (growth and productivity).

Data Analytics

Marketers need to be adept at harnessing the power of data analytics to glean actionable insights. Understanding customer behaviour, identifying trends, and measuring campaign effectiveness are all pivotal aspects of successful marketing. By employing data analytics, marketers can make informed decisions that drive results, ensuring their strategies align with consumer preferences and market trends.

SEO Mastery

Search Engine Optimisation (SEO) remains a cornerstone of successful digital marketing. In 2024, the ability to understand how consumer search habits are changing, is more crucial than ever. According to Federica Laricchia, Technology and Telecommunications Researcher at Statista, “forecasts suggest that by 2024, the number of digital voice assistants will reach 8.4 billion units – a number higher than the world’s population.” These virtual assistants can respond to commands, provide users with information, and assist in the control of other connected electronics. Laricchia shares that “as of 2019, Amazon’s Alexa was supported on around 60,000 different smart home devices around the world. Software influencing search will make SEO mastery a hugely attractive skill in 2024. Marketers must stay up to date on search algorithms, keyword trends, and user intent. By mastering SEO, marketers can  ensure that their content is not only discoverable but also resonates with their target audience, driving organic traffic and brand visibility.

UX Expertise

User Experience (UX) is a key determinant of a brand’s success in the digital age. Marketers should focus on creating seamless and enjoyable customer journeys across digital platforms. Understanding user behaviour, optimising website navigation, and ensuring a responsive design are essential components of effective UX. A positive user experience not only enhances brand perception but also contributes to customer retention and loyalty.


Having explored the technical skills, it’s time to address the most vital skill of all; adaptability. The ability to be agile, proactive and versatile will be the most important asset for marketers in 2024. It’s crucial for marketers at all levels to embrace change, pivot strategies when necessary and continually upskill. Marketers who are adaptable can navigate unforeseen challenges, capitalise on emerging opportunities, and maintain a competitive edge. As technology continues to advance and consumer preferences shift, adaptability becomes the linchpin that ensures marketers remain effective in their roles.

Essential marketing skills

As marketers gear up for the challenges and opportunities of 2024, mastering these five essential skills—Data Analytics, AI skills, SEO, UX, and adaptability—will be instrumental in driving success. By staying ahead of the technological curve, understanding customer needs, and cultivating personal skills that foster resilience, marketers can position themselves as leaders in an ever-changing landscape. The year ahead promises innovation and growth for those equipped with the right skills to navigate it successfully.