Marketing 2025: The future of skills and technology in marketing across Australia and New Zealand

ADMA, Marketo, and Which-50 have joined forces for Marketing 2025, the most comprehensive study of how the priorities, capabilities, KPIs and technology needs of marketers will change in the years ahead.

In May, we asked over 700 senior executives to imagine the future. In particular, we asked them what the world of marketing would look like in the year 2025 and how it compared to the job marketers do today.

Marketers are in the midst of unprecedented changes, fuelled by business technology and— just as powerfully—by changing consumer expectations. When surveyed about the future, they describe a professional work environment very different from the one they occupy today.

For starters, marketers are predicting huge changes ahead in the kinds of tools they will use and the skills they will need to do their jobs. Machine learning, sophisticated analytics, and neuromarketing are seen as the most important skills in the marketing department in 2025, and the tools that enable these will sit on top of the shopping list. The corollary is that many current activities such as email marketing, social media marketing, and digital media marketing are expected to decrease—in some cases, dramatically.

View full report here.