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In-Demand

Traktion analyses the top freelance and consulting marketing skills on the rise.

Analysing 8 months of Google search data, Traktion uncovers the popularity of marketing expertise across 2020 and 2021.

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Demand for Marketing Expertise

Marketing Skill
% increase (2020 to 2021)
Data Studio
80%
↑↑↑
TikTok
71%
↑↑↑
Google Ads
68%
↑↑↑
Fractional CMO
67%
↑↑↑
Google Shopping
46%
↑↑
LinkedIn Marketing
38%
↑↑
Hubspot
36%
↑↑
Adobe
33%
↑↑
Klaviyo
33%
↑↑
Facebook Ads
31%
↑↑
Salesforce
16%
Influencer Marketing
13%
Twitter
13%
Pinterest
13%
Affiliate Marketing
7%

The Most In-Demand Marketing Skills

01

Data Studio

Google's Data Studio is fast becoming the default product to aggregate and consolidate marketing data. Marketers are increasingly using Data Studio to build reporting dashboards. Given the increasing amount of data generated, it's no surprise that Data Studio has seen 80% growth.

02

TikTok

TikTok grew reach at an incredible pace as people stuck at home during lockdowns were looking for short-form entertainment. Alongside this, TikTok has massively beefed up its ad sales operation in the UK. As the platform and the sales operation grew, so too did demand for freelance TikTok marketers.

03

Google Search Ads

Still the dominant intent-based channel. Search intent becomes a more important signal when other competing signals deteriorate in their accuracy, e.g the behavioural signals from social platforms which will be eroded due to the new iOS changes.

04

Fractional CMO

The demand for project-based senior level marketers has exploded in the last few months. The demand is mainly being generated by early stage and new businesses who are building their marketing teams from scratch, but do not want to commit to the time or cost of a full-time CMO.

05

Google Shopping

e-Commerce brands are increasingly moving search budgets to Shopping, so the demand for shopping experience increases. While it is still the same platform (Google), the skill required to do it well can be different.

06

LinkedIn

Although highly priced from an ads perspective, LinkedIn is making a real dent in B2B marketing budgets, thanks to its unique data and B2B targeting capabilities. As B2B marketing shifts online, the demand for LinkedIn has increased. Worth noting that the recent decrease in daily connection caps will reduce the demand for outbound LinkedIn sales expertise.

07

HubSpot

The default B2B CRM tool for many small-to-medium sized businesses. As tracking individuals via cookies diminishes, businesses will increasingly need to up their game on their management and leverage of first-party data such as email. Tools like Hubspot help businesses do this, so we can expect demand to spike further.

08

Adobe

Adobe has been around a long time, but is still growing in demand from marketers for its 3 core products: Digital Media, Digital Experience, and Publishing. Each product enables marketers to create, publish, and optimise their marketing content to drive growth.

09

Klaviyo

This CRM platform has piggy-backed off the success of Shopify. It has a very tight integration with Shopify, so as Shopify has exploded so too has Klaviyo. The demand for Klaviyo has spiked further since the iOS tracking changes which are pushing many Facebook-reliant advertisers to improve their first-party data and CRM.

10

Facebook Ads

The de-facto ad platform for 8 to 10 million small advertisers who rely on it to drive sales. That said, Facebook Ads performance has eroded for many over the last year due to price inflation and tracking issues. This has led to significant increase in demand for genuine expert Facebook talent. It's just not as easy to get the results as it was in 2020.

11

Salesforce

The big beast of enterprise CRM is a complex mix of products that often don't integrate very well. This means that for every £1.00 spent on their technology, advertisers usually spend £3.00 on consulting to operate this. Given how embedded the technology is, it's no surprise the demand for consulting and freelance talent grows around the platform.

12

Influencer Marketing

Growth in demand for influencer marketing experts is within double-digit growth, but seems to be slowing as the wild west of influencer marketing comes more under control thanks to the watchful eye of the Advertising Standards Authorities (ASA).

13

Pinterest

Pinterest advertising is on the rise as brands look to diversify beyond Facebook and Google. Demand for Pinterest marketing experts has increased to support the growing demand for alternatives. The challenge for Pinterest experts, specifically ads, is that, while ads might be cheap, the return on ad spend (ROAS) tends to be low.

14

Twitter

Double-digit growth in demand for Twitter expertise, but the relatively low growth in demand for specialist platform talent mirrors the anaemic growth in ad spend, which in turn is a result of low ROAS.

15

Affiliate Marketing

This discipline still grows in demand despite the challenges around tracking and attribution. We expect demand for talent in this space to be weakened until tracking challenges get resolved.

P.S.: Need a marketer?

If you are looking to hire verified freelance marketing talent in any of the above areas, visit Traktion to get on-demand access to the world's top marketing experts.