In a recent media interview, I was asked to comment on how the introduction of industry-changing technologies such as social media has changed the role of marketing.

The shift to incorporate social media channels into marketing strategies can be witnessed across all industries, and not just within recruitment. To be brutally honest, I would say that social media is no longer game-changing. It is just as essential, if not an even more important marketing channel in today’s post-digital world, as TV advertising had been back in the days when the telly was our best (and probably the only decent) form of entertainment.

It’s not a new technology. It's just another one of those basic channels that you’ve just got to use in your marketing mix. Any marketer worth their salt should already be familiar with the various key social media platforms and how to leverage them best for their campaigns and communications.

So what then has changed? From my conversations with various marketing and business leaders, here are some of the top competencies I think a marketer would be expected to possess heading into the next decade.