The professional world is rapidly changing, and marketers must adapt to stay relevant.
But according to a new survey from global market research firm Ipsos, work experience on its own isn’t enough to keep pace. The real competitive advantage comes from formal training, defined by the study as a marketing degree, professional certification, or structured courses.
Created in collaboration with Mark Ritson, a former professor and founder of MiniMBA, Ipsos surveyed 1,226 marketers from the U.S., U.K., and Australia. The 10-question assessment of foundational marketing knowledge, or “marketing anchors,” had a benchmark passing score set at seven correct answers.
Surprisingly, only 35% of the marketers—roughly 1 out of 3—hit the benchmark. Among those that did, 40% had formal training, compared to just 9% without.
“The findings give individuals a clear case for investing in their own development,” Samira Brophy, senior director at Ipsos, told ADWEEK. “It shows that learning is not a static thing, it’s an ongoing process.
A changing world for marketers
The study was conducted in response to several factors, like tightening job markets, AI, and concerns around inflation. These factors have led to the industry being “an environment defined by transformation and speed,” where marketers must work quickly, make smart decisions, and collaborate within unified frameworks.
Additionally, the impact of AI cannot be understated in this new world. Over half (54%) of marketers in the study were concerned about job security as AI advances. As AI creates more efficiencies with rote work, human marketers must leverage their collaborative skills to safeguard their jobs.
With more data, dashboards, and outputs than ever before, the challenge is figuring out what truly matters, and formal training builds that skill in ways that experience alone doesn’t.
“Our Ipsos AI Monitor shows 53% of people across 30 countries say AI products have profoundly changed their daily lives in the past three to five years,” Brophy said. “As AI lowers the cost of generating answers, the differentiator shifts to the quality of interrogation. Can you evaluate what AI produces? Do you know the right questions to ask?”
Offering solutions
While the results were surprising, Brophy clarified the study’s intention. “We weren’t creating a test to embarrass people,” she said. “Our goal was to surface the gaps honestly while pointing toward solutions.”
Individuals, teams, and companies all stand to benefit from these findings.
“For individual marketers, this is a mirror and a roadmap,” she said. “In a contracting job market, that’s not abstract, it’s career protection. The findings give individuals a clear case for investing in their own development.”
