kahlow

VIDEO: Agencies Face Significant Digital Marketing Skills Shortage [Study]

  |  November 14, 2013   |  Comments

Ad agencies and Fortune 500 companies face significant digital marketing skills and knowledge shortages, according to part one of a report released by the Online Marketing Institute (OMI) in partnership with ClickZ and Kelly Staffing.

Ad agencies and Fortune 500 companies face significant digital marketing skills and knowledge shortages, according to part one of a report released by the Online Marketing Institute (OMI) in partnership with ClickZ and Kelly Staffing.

The State of Digital Marketing Talent study surveyed 747 advertising and Fortune 500 marketing executives on the state of digital marketing skills, knowledge, and training in their companies. The study found that ad agency and company executives were not satisfied with the current skill levels of digital marketing talent, and there are significant gaps between the skills digital teams should possess, and the skills they currently have. Only 8 percent of executives surveyed believe their employees are strong in all areas of digital marketing.

“As the digital marketing space continues to evolve, agencies and companies are finding it difficult to hire and retain talent. The survey itself illustrates how much further we, as an industry, need to go in order to educate and build more knowledge. Most people are still missing the basic essentials of all the major disciplines of digital,” says Aaron Kahlow, chief executive and founder of OMI, in a video interview with ClickZ.

The study also found that:

• The largest skill gaps are in analytics, mobile marketing and marketing automation.

76 percent of Fortune 500 companies surveyed believe analytics is a very important/important skill to have, but only 39 percent believe their talent is stronger/much stronger than other teams. Also, 58 percent of those surveyed believe mobile is a very important/important skill, but only 29 percent believe their talent is stronger/much stronger than other teams.

Meanwhile 74 percent of agencies believe mobile is a very important/important skill to have, but only 31 percent believe their talent is stronger/much stronger than competition - a gap of 43 percentage points. Additionally, agencies perceive a gap of 30 percentage points each for analytics and marketing automation.

• It is difficult for companies to vet and hire qualified individuals in social media and digital.

Over 80 percent of companies surveyed face significant challenges in consistently locating, hiring and retaining top talent.

• There are more open positions than available talent.

40 percent of companies surveyed have more projects and positions open than they can fill with qualified talent, and analytics is the most desirable skill. This is a tremendous opportunity for job seekers.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Melanie White

Melanie White is the Editor of ClickZ, where she has worked since July 2012. White has been with Incisive Media (ClickZ's parent company) since 2009 where she was Deputy Editor/ US Editor for one of the financial risk management titles, International Custody and Fund Administration (later Custody Risk).

In addition, White worked on FX Week where she was a Senior Reporter. She has also worked and contributed to a number of other titles, including The Accountant, International Accounting Bulletin, the New York Post, Independent Magazine (UK), as well as the broadcast title Sunday Live with Adam Boulton at Sky News.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Resources

Jobs

    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...
    • Technical Project Manager
      Technical Project Manager (Agora Inc.) - BaltimorePublishing Services, a subsidiary of Agora Publishing in Baltimore, MD is looking for a great...
    • Financial Research Associate
      Financial Research Associate (Confidential) - BaltimoreThe Financial Research Associate will be responsible for responding to research-level customer...