From data to creativity: The skills every marketer will need in 2026

In this article, Jayne Hunt, FCIM, discusses the changes facing marketers and the skills they can develop that will set them apart from the rest. From AI changing creativity to data being the centre of decision-making, this article details how marketers can get ahead.

For me, marketing is simply one of the most fascinating jobs on the planet. I know I sound a bit like David Attenborough, but it’s ultimately about understanding one of the most complex, weird, wonderful, misunderstood, and completely unpredictable creatures on earth: people.

Great marketers craft relevance through messaging, experiences, and products that resonate with people. You’re not pushing products, you’re pulling people in, with your insight, creativity and emotion. Selling is quite often the by-product of your work, not the main goal. It’s about building trust and sparking that connection first.  

How technology is changing marketing 

Today, AI can deliver things we dreamed of, at scale and in seconds.

 
Marketing is evolving fast, and technology is reshaping both how we engage with customers, but also how we work internally. For example:

• Ads that think on their feet. AI can now spot what someone’s interested in, analyse browsing patterns and instantly swap creative elements in an ad to match a user’s mood or interests. If someone lingers on eco-friendly products, the ad pivots to highlight sustainability messaging for example.
• Marketing that plans ahead. Predictive tools can flag when a customer is about to buy or about to leave, so you can act before it happens. It’s about moving from firefighting to foresight. We all try and do this currently, but it will be easier in the future.
• Meetings that manage themselves.  Soon, AI will “read the room” on a Teams call, and sense when people are disengaged or overwhelmed and suggest ways to pull them back in, like summarising key points or adjusting the pace. This is where AI is becoming human, and it means more productive meetings, more time on strategy and less time worrying about attention.

So, what does this mean for jobs?  

The jobs market is changing. You just need to look at LinkedIn to see this.  With economic uncertainty all around us, hiring has slowed and short-term contracts are on the rise.

But beneath the surface, a new breed of marketing roles is slowly emerging, and they are demanding a different kind of skillset. Companies now want data-driven strategists who can blend technology, analytics, and creativity to deliver personalised, omnichannel experiences.

If you can already run a campaign, code a dashboard and write incredible copy all before your first cup of coffee, then why are you reading this? I think you’ll be ok.

But, if like the rest of us you want to stay ahead of the curve and future proof your career you need to master technology, get your head around data and work on your creativity.

What does that mean? Let me break it down for you. Here are the three skills every marketer needs…

Technology fluency

Don’t fear the tools or resist change, it’s the one constant. I’ve seen brilliant creatives stall because they felt technology wasn’t “their thing.” But the truth is, you don’t need to master every platform, and you don’t need to be a developer.  

Practical tips:

• Pick one tool and master it, don’t try to learn everything at once
• Ask AI to explain things simply (even like you’re five, if that helps)
• Celebrate small wins, they build confidence

When I first explored automation tools, I focused on one feature that saved hours of hard work. At first, I was terrified I’d break something or fail. I didn’t. That single win-built confidence, and soon my team began to experiment for themselves.

Whether it’s HubSpot, Google Analytics, ChatGPT, or a CRM, start with one tool and learn how it can help you work smarter, not harder. Failure at this stage isn’t bad, it just means you’re learning. Ask the right questions, and you’ll get the right answers. BUT… like everything in content, always verify your results.

Mastering data

If you’d asked me 15 years ago if I enjoyed data, I’d have laughed. Now, it’s something that fascinates me, and I can’t imagine making decisions without it. The first time I connected data to sales and insights it was a lightbulb moment. Data isn’t something scary and it’s not just numbers; it’s the story behind your success. I think of it like the Upside Down, in Stranger Things, it’s hidden, complex, and powerful, the unseen layer that keeps everything above ground working and shaping our decisions that lead to success.

Practical tips:

• Start with the basics, find out about Campaign reports, click-through rates, conversions. Then go deeper.
• Learn to spot genuine engagement (bots and ad fraud mean not every interaction is real).
• Connect the dots between data and decisions, as this bridges the gap between metrics and meaning, so every decision is backed by evidence, not guesswork.

When I interview candidates, I look for those who can connect the dots between data and decisions. It’s not just about numbers, it’s about insight, impact, and storytelling. Data is not optional anymore, it’s essential.

Human creativity

Creativity is your superpower, but the truth is that most marketers aren’t taught how to craft specific ideas, script across different mediums, or even how to give feedback on creative work. That’s why collaboration matters from the outset.

I started as a creative and learned marketing to understand my customers. That taught me something powerful. Great campaigns happen when marketers and creatives work together. 
Tomorrow’s marketers don’t need to be the next Spielberg, but they do need to appreciate the craft, be brave enough to innovate, and ask the right questions.

How to adapt:

• Ask, don’t assume. Sit with your creatives and learn why they make certain choices, what makes a headline stop someone scrolling, why do they suggest one type of content over another?
• Learn the language of ideas, you don’t need to write scripts or be a copywriter but understanding tone and narrative helps you brief better and helps improve feedback.
• Link data with decisions and creativity. If engagement drops after 10 seconds, work with creatives and the data to understand why, then re-iterate and improve.
• Stay curious, explore campaigns outside your industry, and share insights with your team.
• Involve everyone at the beginning. Can’t stress this last one enough! 

The key is that Marketers should learn enough to speak the creative language but also use experts wisely.

 You don’t need to do everything yourself; you need to know how to collaborate effectively.

One of my proudest moments wasn’t a perfectly optimised campaign, it was a simple idea that made people smile and share. Creativity is what makes marketing human.

And while tools can most definitely assist and AI can offer a tailwind, originality comes from people. I’ve hired staff who didn’t tick every box technically, but their ideas were bold, human, and memorable. That’s what builds brand love.

What’s next for marketing roles? 

Even if you learn one tool, understand one metric, and create one story, you’re moving in the right direction, towards new roles that barely existed a few years ago.

These positions are shaping how marketing connects with people in a digital world that never stops changing.
As AI powered browsers and assistants become the norm, the next big challenge will be optimising for conversational search and building trust. Instead of keywords alone, marketers will need to think about how their brand answers customer questions naturally and builds credibility in an AI curated world.

There’s also growing demand for marketers who can make sense of data, build genuine influencer partnerships, and ensure brands act ethically and sustainably.

These new roles are shaping how marketing connects with people in a digital world that’s constantly changing.
Whatever companies want to use as labels, remember the skills behind the job role matter more. Marketing today is about blending technology, insight, and creativity so your marketing feels human and relevant. 
The truth is that tools will keep changing and roles will keep evolving. What won’t change is the value of curiosity, adaptability, and human insight.

Whether you’re a seasoned strategist or just starting out, the future belongs to those who blend tech fluency with creativity and empathy.  So, start small, be brave, stay curious.

The next big role might not exist yet, but it could have your name on it. 

To level up your knowledge and skills further, why not explore CIM’s range of training courses? Each course is designed for marketers to develop and build confidence to drive results for your career and your organisation.