The survey found that digital and online skills, such as social media, search engine optimization, and user experience, were considered the most valuable marketing skill set for 2014. Business development and brand management were also highly ranked. Small companies valued business development and account management more, while medium-sized companies prioritized digital skills. Large companies did not consider business development a top skill. The survey concluded digital skills remain highly important and companies struggle with training, onboarding, and retaining quality candidates.

1. Top 10 Marketing Skills in Demand
2014
Survey Results December 2013
Monica Bermeo
Senior Consultant
EMR
Working with business
leaders since 1994

2. The Survey
EMR, specialist marketing recruitment consultancy, recently conducted
a survey on trends, salaries and bonuses in the Asian marketing,
communications and digital market.
We surveyed over 6000 professionals from a diverse cross section of
the market and uncovered some interesting findings.

3. Most Valuable Marketing Skill Sets 2014
Over half of those surveyed
believed that the most valuable
skill set for 2014 will be Digital
and Online (incl. social media,
PPC, SEO and UX), illustrating
the continued importance online
marketing now has in the
marketing mix. Second on the
list was Business Development,
followed closely by Brand
Management and Content
Marketing.

4. Skills Sets by Size of Organisation
Interestingly, when comparing the size of the company the respondents
worked for, the results varied. Those working for small organizations
believed business development and account management are the top skills
for 2014, with digital/online dropping to third. Respondents working in
medium sized organizations believe digital/online will be the prime skill to
possess, however business development was still featured at number 2 but
did not feature at all for those working in large organizations..

5. About EMR
• Specialist Marketing, Communications & Digital
Recruitment
• Established in 1994
• 50 consultants worldwide
• International talent pipeline and office network:
Singapore, Dublin, Leeds, London, Moscow and São Paulo
• Structured by sectors and industry specialisation
• FiveTen Group sister brands offering coverage across finance, HR,
IT and Legal

6. Summary
• Most candidates are optimistic about the year ahead, and expect
an increase in team size, bonus levels and salary
• Candidates will be highly mobile once the market improves
• Digital and online skill sets remain the most sought after
• Training and on-boarding are a key issue for many companies
• Slow internal processes from many companies are resulting in the
loss of quality candidates

7. Monica Bermeo
Tel: +65 6590 9160
www.emrrecruitment.com.sg
singapore@emrrecruitment.com
3 Phillip Street #09-04
Royal Group Building
Singapore 048693
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