The survey found that digital and online skills, such as social media, search engine optimization, and user experience, were considered the most valuable marketing skill set for 2014. Business development and brand management were also highly ranked. Small companies valued business development and account management more, while medium-sized companies prioritized digital skills. Large companies did not consider business development a top skill. The survey concluded digital skills remain highly important and companies struggle with training, onboarding, and retaining quality candidates.