We talk a lot about which physical skills are required for marketing roles, so instead I’m taking a look at what personal qualities are ideal for a career in the sector.
In a world where AI can be used in almost every area of what we do, these character traits become even more important.
Empathy
The crux of marketing is getting inside the head of your audience, so the ability to consider things from different perspectives is essential.
Having the imagination to think about the challenges and drivers of different groups of people allows you to create more effective copy, ads, and strategies. You don’t need to be a mind reader – that’s what research is for – but it is important to be open-minded and ensure you aren’t making assumptions based on your own experiences.
Problem-solving attributes
There’s a lot of data involved in marketing, but there’s also a surprising amount of trial and error too.
Declining engagement, falling conversion rates or underperforming campaigns rarely have a single obvious cause. Strong problem-solving skills allow marketers to analyse data, question assumptions, and experiment with messaging, targeting, or channel to find a solution.
You’ll also likely need to overcome challenges before you even get to this stage, such as finding creative ways to stay in line with the style guide whilst also keeping compliance teams happy.
Strong communication
You don’t have to be a copywriter to do well in marketing, but being able to get the right message across to your audience clearly and succinctly is non-negotiable.
Other departments (or dare I say it, AI) can help you refine your wording, but a key skill marketers need is being able to translate complex products, services or ideas into clear, relatable benefits that resonate with customers.
Good listening skills
This might seem like a strange one but stay with me. Showing that you’ve really listened to and understood your audience’s needs and challenges goes a long way to building trust.
It’s also a key characteristic for working with clients or other stakeholders. Make people feel like you’ve got time for them, that you’ve really heard and care about their goals or concerns and you’ll be halfway there. Think of yourself as a customer service representative – brush aside people’s issues and you’ll lose them, but use them as a way to connect and build trust and you’ll make a lasting impact.
Perceptiveness
Marketing success often depends on noticing subtle signals that others miss. Being perceptive helps marketers understand audience behaviour more deeply, as well as be more finely attuned to emerging trends, and less obvious shifts in consumer attitudes or competitor behaviour. Marketers who are alert and observant can act faster, gaining a competitive advantage.
It’s also an attribute that strengthens collaboration. Understanding colleagues, staff or stakeholders’ priorities, fears or unspoken expectations helps marketers manage relationships more effectively.
Developing softer skills is a great way to build on your personal development, because after all, marketing is all about people and what makes them tick. In marketing, insight isn’t just about data – it’s about awareness, judgement and timing.