A new global study has revealed a significant knowledge gap at the heart of the marketing profession, with only a third of practitioners able to correctly define foundational concepts.
The research from Ipsos, titled Marketing Anchors, found that just 35% of marketers across the UK, US, Canada and Australia passed a ten-question assessment designed to test core marketing knowledge.
Two in three marketers failed to reach the benchmark of seven correct answers, highlighting what the report describes as a shortfall in “anchor knowledge” at a time when the profession is facing increasing complexity.
The study comes as marketers navigate growing pressure from AI-driven change, shifting consumer behaviour and tighter budgets.
The findings point to formal training as the biggest differentiator in capability.
Among marketers who had completed a degree, certification or structured course, 40% reached the benchmark. That compares with just 9% of those relying primarily on workshops, seminars or on-the-job learning.
Organisation size also played a role, with 45% of marketers in large enterprises meeting the benchmark versus 30% in small and medium-sized businesses.
Ipsos said the data suggests on-the-job learning alone is not sufficient, and that not all training delivers the same outcomes.
The study also highlights the role of external input in strengthening capability, with higher-performing marketers more likely to have access to agency training, consultancy and conferences.
Alongside the capability gap, the research points to mounting pressure on marketing teams. Three in five marketers (60%) reported high levels of stress at work, while 47% identified budget pressure as their biggest challenge over the next 12 to 18 months.
More than half (54%) said they are concerned about the impact of AI on job security, rising slightly to 55% among those with formal training.
Ipsos said this may reflect a deeper understanding of the changes facing the profession. Despite these pressures, formally trained marketers reported stronger career outcomes.
Some 77% said their career is advancing, compared with 54% of those without formal training. They were also more likely to say their work delivers measurable business results (86% versus 68%).
Confidence levels were significantly higher among trained marketers, alongside stronger perceptions of their teams’ ability to secure budget and document marketing knowledge.
The research also suggests a longer-term outlook among trained professionals, with 70% expecting to still be working in marketing in ten years’ time, compared with 41% of those without formal training.
Samira Brophy of Ipsos said the findings underline the importance of structured learning: “This report evidences the value of structured learning and the role that good foundations can play in strengthening marketer performance. When speed, systems thinking and continuous trial and error are needed, having a shared language, frameworks and a knowledge of the core principles is a springboard to mastery.
“Given the current baseline, there is a clear opportunity for businesses who invest in their people, data literacy and building external connections with agency and industry bodies. The opportunity is to convert pace into performance and therefore a competitive advantage. For individuals, it is a rallying cry to invest in your development, build community and stay resilient.”
Sophie Devonshire, CEO at The Marketing Society, added: “This research is a really important sense check, particularly in the context of fewer roles being advertised. If there are fewer jobs, then the people in those jobs have to perform, and perform brilliantly. At The Marketing Society, we are all about marketers who mean business. This reinforces that performance and professionalism matter more than ever.”
Bennie F. Johnson, CEO at the American Marketing Association, said: “Imagine the friction when there’s challenge around definitions of core marketing concepts – now multiply that across global teams working on integrated campaigns. Training solves that. Beyond capability itself, training builds something equally valuable: institutional knowledge that survives leadership transitions and strategy shifts. How do you communicate strategy in a way that has a handoff between this year’s approach and next? How do you integrate that strategy into other parts of the business? That’s where core marketing training becomes core business training.”
