Copywriting and SEO are among the top five trends and hard skills for marketing teams to incorporate during the 2020s, according to a new study by Microsoft.
The tech giant used data from a LinkedIn poll of 600 senior marketers around the world to find the skills that will be most sought after and required to support high-quality campaigns over the next ten years.
Topping the list of hard skills is search engine optimisation (SEO), which is followed by data analysis, copywriting, behavioural analysis and automation.
Microsoft also looked at some of the soft skills that can enhance campaigns and help to build well-rounded teams.
These are creativity, humility, empathy, adaptability and transparency.
Microsoft noted that many of the hard skills work in tandem.
For example, copywriting and SEO are intrinsically linked as sites need well-written, engaging content to keep users on a page and to improve search engine rankings.
Looking ahead to the decade as a whole, Microsoft also offered some insights about how search marketing may evolve.
It believes that search ads could eventually offer different content experiences from the standard click-through, such as Choose Your Own Adventure-style interactions.
Microsoft noted: “In search, this type of interaction could begin to replace the practice of clicking through to a web page or content download.”
Microsoft also believes that visuals could soon start a user’s search engine journey.
In this future “powered by images”, users would be able to take a picture of something related to a search query rather than typing in words and phrases.
Finally, Microsoft also expects digital media platforms to consolidate.
According to Microsoft, bringing display, native and search together will enable new online advertising solutions to be created that are more streamlined than those previously in siloes.
Microsoft released the ‘2020 Vision: Trends to define the next decade’ study on Friday (30th January).