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2018DIGITAL MARKETING SKILLS BENCHMARK
in association with
May 2018
THERE IS A NEED FOR ORGANISATIONS TO STEP BACK AND LOOK AT THEIR STRUCTURE, OBJECTIVES AND THE ROLES WITHIN THEM.The world is moving at pace, and in keeping pace with new technologies, changing
consumer behaviours, and increased competition and choice, the marketing
profession has also changed and that change is constantly evolving. There is a
need for organisations to step back and look at their structure, objectives and
the roles within them. Digital provides a vast range of options through multiple
channels and technologies, it has blurred lines between departments, provided
us with more data than we know what to do with and fundamentally changed
more traditional ways of working. CIM, as a leading voice of the marketing
profession, understands the critical role marketing plays in delivering business
advantage. The Digital Marketing Skills Benchmark highlights the critical need
for organisations to understand now, more than ever before, what skills and
technologies are required to reach, engage and add value to your customer, with
the ultimate goal to deliver growth and stay relevant.
Gemma Butler, Associate Director of Marketing, The Chartered Institute of Marketing
2
Digital Marketing Skills Benchmark
BACKGROUND
Digital has fundamentally changed the way we buy,
make decisions and interact with one another. As such,
it has become an essential element of not only any
marketing strategy, but of any organisational strategy. The
environment of constant change has led to a huge skills
challenge for individuals and organisations.
The pace of change means a simple process of ‘one-off’
training is no longer fit for purpose. You can no longer
expect to sit on your current skill set and progress, skills
need to be updated on an on-going basis, and a culture
of learning needs to be developed by organisations and
adopted by individuals. Culture is an essential element of
the solution to any skills gap, as simply providing learning
opportunities and training does not necessarily lead to
its adoption and usage. Furthermore, we need to assess
the impact of any learning approach, not only in terms of
improved skills, but also in terms of improved business
outcomes.
A starting point to addressing this skills challenge is to
understand where our skills gaps lie and how this differs
between industries, roles and seniorities. The Digital Skills
Benchmark aims to be that starting point, to inform the
conversation and drive an ongoing skills improvement
agenda.
THE PACE OF CHANGE MEANS A SIMPLE PROCESS OF ‘ONE-OFF’ TRAINING IS NO LONGER FIT FOR PURPOSE - A CULTURE OF ONGOING LEARNING NEEDS TO BE DEVELOPED BY ORGANISATIONS AND ADOPTED BY INDIVIDUALS.
3
Target Internet
ABOUT THE BENCHMARK
The Digital Marketing Skills Benchmark is the first study of its type and
scale that looks at skills across such a wide range of industries and levels of
seniority. Rather than being opinion based like many other studies, the core
of the benchmark actually assessed the skills of nearly 5000 individuals (you
can read more on the methodology below). This approach allows for a frank
look at digital marketing skills in the UK market and identifies a range of
skills gaps and challenges that need to be overcome in order for businesses
to thrive. The benchmark combines raw data on where skill levels currently lie,
whilst also providing insights and opinions on what this means in practice. The
aim of the benchmark is to help UK industry make informed decisions about
improving skills, and to reinforce the need for a culture of on-going learning in
all organisations. We will be updating the benchmark annually, with interim 6
monthly updates to help identify new challenges and opportunities.
METHODOLOGY
Nearly 5000 individuals (4872) were
asked a series of questions on 12
core digital marketing related topics.
The questions were taken from a
bank of questions on each topic that
tested both tactical and strategic
knowledge. These questions were
weighted according to difficulty/
level of specialism, and a percentage
score was calculated out of a possible
100%. The benchmark was tested in
a range of commercial organisations
before being made more broadly
available. This was to make sure
the results aligned with the reality
of an individual’s skills. Questions
are regularly updated to reflect the
latest industry best practice and are
aligned with the Chartered Institute
of Marketing professional standards
and qualifications.
INDIVIDUALS WERE ASKED QUESTIONS THAT ACCESS TACTICAL AND STRATEGIC KNOWLEDGE IN ACCORDANCE WITH BEST PRACTICE AND ALIGNED WITH THE CIM PROFESSIONAL STANDARDS AND QUALIFICATIONS.
THE AIM OF THE BENCHMARK IS TO HELP UK INDUSTRY MAKE INFORMED DECISIONS ABOUT IMPROVING SKILLS, AND TO REINFORCE THE NEED FOR A CULTURE OF ON-GOING LEARNING IN ALL ORGANISATIONS.
4
Digital Marketing Skills Benchmark
INDUSTRY BREAKDOWN
HERE WE CAN SEE THE LEVEL OF KNOWLEDGE BY TOPIC AREA BY INDUSTRY. EACH INDUSTRY HAS COMMENTARY ON KEY STRENGTHS AND WEAKNESSES AND WHAT THIS POTENTIALLY MEANS IN CONTEXT.
INDUSTRY BREAKDOWN
Here we can see the level of knowledge by topic area by industry. Each industry has commentary on key strengths and weaknesses and what this potentially means in context.
HIGHLIGHTS AND KEY FINDINGS
A full breakdown of the benchmark results
can be found later in this report, broken
down by topic area, industry and seniority.
However, beyond the core measures, when
we look at particular questions and read the
data in context of general industry trends,
some clear challenges emerge:
THE DIGITAL SKILLS BENCHMARK HIGHLIGHTS SOME VERY CLEAR AND ACTIONABLE INSIGHTS THAT ORGANISATIONS CAN ACT ON TO IMMEDIATELY ADDRESS THE CURRENT DIGITAL SKILLS GAP. IN A POST GDPR WORLD, OVER RELIANCE ON EMAIL MARKETING AND A LACK OF ANALYTICS INSIGHTS SHOULD BE A CLEAR WARNING TO ALL OF US.
5
6
Over reliance on email marketingIn every industry and level of individual seniority, email
marketing skills were universally the highest of all digital
marketing topic areas. When we overlay this data on the
ever-growing levels of email marketing and the diminishing
response rates of email campaigns* we begin to see there
is perhaps an over reliance on email campaigns. When you
combine this with a generally low level of knowledge in
digital strategy and content marketing, we can see email
campaigns are potentially not only overly used, but also
not always carried out in the most effective way.*https://www.targetinternet.com/digital-marketing-podcast-episode-174-
effective-email-marketing-in-2018/
Analytics skills gapAnalytics analysis skills were low across all industries
and seniority levels, however working knowledge and
understanding of the key principles became worse the
more senior the role. This can lead to challenges in both
senior employees asking for the right information and
interpreting reports they are given, as well as leading to
more tactically focussed teams struggling to communicate
with their more senior stakeholders.
Content Marketing Skills GapAlthough content marketing was generally well understood
in principle, working knowledge of how to apply it was
missing. This applied across all industries and seniority
levels.
Junior seniority levels missing core marketing knowledgeThose in more junior roles did not have knowledge of core
marketing principles. Although their more technical digital
knowledge was generally better than those in more senior
roles, they did not have the underpinning core marketing
knowledge.
Senior roles lacked technical knowledgeThose in more senior roles lacked practical working
knowledge of subjects like SEO, content marketing, social
media and display advertising. Although they wouldn’t be
expected to apply these in practice, a working knowledge
would allow for better strategic planning and internal
communication.
SEO is still a mystery to most peopleAcross all seniority levels and most industries, SEO
knowledge was at a low level except in occasional
individuals.
Programmatic and display black holeAcross all roles, seniority levels and industries,
programmatic advertising was almost universally not
understood. Interestingly, rather than skipping questions
on programmatic due to a lack of knowledge, many
individuals simply replied to questions incorrectly and
were clearly confused about the topic.
Strategic planning techniques missingEven at senior levels, there was little evidence that
techniques such as personas and user journey planning
were known, meaning that much strategic planning could
be flawed or at least not customer centric.
DIGITAL DISCIPLINES BREAKDOWNAs we can see, only email marketing
and general marketing knowledge
scored above 40%. All other skills
ranged between the 20%-40%. This
indicates a generally low level of
knowledge in digital marketing and
a workforce more comfortable with
traditional marketing techniques.
Such low scores in content marketing
however are perhaps surprising
considering its wide use in the market.
Anecdotally, when we combine this
with the low scores in digital strategy,
it would seem that much digital
activity is still very ad-hoc rather than
strategically planned.
Digital channels like SEO, pay per click
(PPC), online advertising and social
media are all scoring around 30%-35%.
As these are all established channels
and the consumer is increasingly more
and more bombarded with messages
via them, the need for more advanced
and effective approaches has already
become increasingly important. This
lends itself to back up the fact that
many marketers are struggling to
prove the ROI of their efforts* and
the need for a more robust approach
is needed. This requires better
knowledge and skills
*https://unbounce.com/product-marketing/
product-awareness-data-and-lessons-learned/
Topic Percentage
Analytics and Data 33%
Content Marketing 24%
Digital Strategy 34%
Ecommerce 37%
Email Marketing 52%
General Marketing 45%
Mobile Marketing 29%
Online Advertising 31%
PPC 31%
SEO 35%
Social Media 36%
Usability 29%
Usability
Social Media
SEO
PPC
Online AdvertisingMobile Marketing
General Marketing
Email Marketing
Ecommerce
Digital Strategy
Content MarketingAnalytics and Data
7
Target Internet
INDUSTRY BREAKDOWN
HERE WE CAN SEE THE LEVEL OF KNOWLEDGE BY TOPIC AREA BY INDUSTRY. EACH INDUSTRY HAS COMMENTARY ON KEY STRENGTHS AND WEAKNESSES AND WHAT THIS POTENTIALLY MEANS IN CONTEXT.
INDUSTRY BREAKDOWN
Here we can see the level of knowledge by topic area by industry. Each industry has commentary on key strengths and weaknesses and what this potentially means in context.
Although skills gaps vary from industry to industry, some key insights are common. In a post GDPR
world, over reliance on email marketing and a lack of analytics insights should be a clear warning
to all of us. Some industries over reliance on more traditional approaches to digital marketing are
clearly highlighted by their skills profiles, and as industries change and are further disrupted, failing
to address these issues could be catastrophic.
8
AGENCYAs you would hope, agencies’ general
level of knowledge of digital was
better than most other industry
sectors. However, we would still
expect to see much higher scores in
Digital Strategy and Analytics and
Data. It is worth considering that
responses were from a wide range of
different agency types, and therefore
in future we aim to break this down by
these different agency types.
Topic Percentage
Analytics and Data 44%
Content Marketing 35%
Digital Strategy 45%
Ecommerce 46%
Email Marketing 61%
General Marketing 48%
Mobile Marketing 38%
Online Advertising 42%
PPC 38%
SEO 49%
Social Media 39%
Usability 40%
Usability
Social Media
SEO
PPC
Online AdvertisingMobile Marketing
General Marketing
Email Marketing
Ecommerce
Digital Strategy
Content MarketingAnalytics and Data
9
Target Internet
The automotive industry shows higher
skills in online advertising, email
marketing and pay per click. This
reflects the anecdotal reliance on
these channels in the industry, with
lots of potential within social media
and content marketing. Also, a lack of
analytics and data skills is apparent.
AUTOMOTIVE
Topic Percentage
Analytics and Data 29%
Content Marketing 21%
Digital Strategy 35%
Ecommerce 34%
Email Marketing 42%
General Marketing 38%
Mobile Marketing 19%
Online Advertising 44%
PPC 40%
SEO 45%
Social Media 36%
Usability 25%
Usability
Social Media
SEO
PPC
Online AdvertisingMobile Marketing
General Marketing
Email Marketing
Ecommerce
Digital Strategy
Content MarketingAnalytics and Data
10
Digital Marketing Skills Benchmark
B2B services skills are still focussed
on email marketing, with very low
levels of knowledge around social
media and content marketing.
B2B SERVICES
Topic Percentage
Analytics and Data 28%
Content Marketing 32%
Digital Strategy 25%
Ecommerce 39%
Email Marketing 61%
General Marketing 58%
Mobile Marketing 28%
Online Advertising 29%
PPC 38%
SEO 29%
Social Media 41%
Usability 30%
Usability
Social Media
SEO
PPC
Online AdvertisingMobile Marketing
General Marketing
Email Marketing
Ecommerce
Digital Strategy
Content MarketingAnalytics and Data
11
Target Internet
Charities seem to be very focussed on
email marketing skills but thankfully
are one of the industries with higher
levels of knowledge around analytics
and data.
CHARITY
Topic Percentage
Analytics and Data 39%
Content Marketing 22%
Digital Strategy 22%
Ecommerce 28%
Email Marketing 55%
General Marketing 42%
Mobile Marketing 30%
Online Advertising 23%
PPC 29%
SEO 24%
Social Media 25%
Usability 17%
Usability
Social Media
SEO
PPC
Online AdvertisingMobile Marketing
General Marketing
Email Marketing
Ecommerce
Digital Strategy
Content MarketingAnalytics and Data
12
Digital Marketing Skills Benchmark
Generally, the Consultancy sector
scored quite poorly and very much
in-line with other industry averages.
This is heavily impacted by what type
of consultancy these organisations
offer, but since digital impacts so
many areas of business, it should be a
key area of focus for the Consultancy
industry to improve their digital skills.
CONSULTANCY
Topic Percentage
Analytics and Data 26%
Content Marketing 17%
Digital Strategy 33%
Ecommerce 28%
Email Marketing 43%
General Marketing 48%
Mobile Marketing 28%
Online Advertising 20%
PPC 25%
SEO 24%
Social Media 32%
Usability 23%
Usability
Social Media
SEO
PPC
Online AdvertisingMobile Marketing
General Marketing
Email Marketing
Ecommerce
Digital Strategy
Content MarketingAnalytics and Data
13
Target Internet
Consumer Goods organisations scored
well across email, SEO, display and
ecommerce but scored well below
average in content marketing and
strategy. This reflects a ‘trade’ focussed
approach to digital, and flags that
building brands online is potentially
over reliant on the use of banner ads.
CONSUMER GOODS
Topic Percentage
Analytics and Data 31%
Content Marketing 20%
Digital Strategy 22%
Ecommerce 43%
Email Marketing 46%
General Marketing 40%
Mobile Marketing 27%
Online Advertising 35%
PPC 29%
SEO 35%
Social Media 31%
Usability 31%
Usability
Social Media
SEO
PPC
Online AdvertisingMobile Marketing
General Marketing
Email Marketing
Ecommerce
Digital Strategy
Content MarketingAnalytics and Data
14
Digital Marketing Skills Benchmark
As expected, the ecommerce/online
business sector scored better than
average across most areas with some
of the highest scores in analytics and
usability of any sector. More advanced
content marketing and social media
skills were absent however, giving
room for growth in this area.
ECOMMERCE/ONLINE
Topic Percentage
Analytics and Data 37%
Content Marketing 20%
Digital Strategy 35%
Ecommerce 45%
Email Marketing 53%
General Marketing 38%
Mobile Marketing 29%
Online Advertising 36%
PPC 38%
SEO 46%
Social Media 32%
Usability 38%
Usability
Social Media
SEO
PPC
Online AdvertisingMobile Marketing
General Marketing
Email Marketing
Ecommerce
Digital Strategy
Content MarketingAnalytics and Data
15
Target Internet
Education was one of several sectors
that scored well in traditional
marketing techniques and email
marketing, but struggled in all other
aspects of digital. This is in line
with the industry as a whole and
interestingly, new entrants to the
sector were more likely to classify
themselves as ‘online services’ than
education businesses (mainly apps
offering educational services). This
is indicative of an industry changing
radically and potentially being
disrupted by new market entrants.
EDUCATION AND TRAINING
Topic Percentage
Analytics and Data 32%
Content Marketing 20%
Digital Strategy 37%
Ecommerce 36%
Email Marketing 54%
General Marketing 47%
Mobile Marketing 23%
Online Advertising 29%
PPC 30%
SEO 29%
Social Media 34%
Usability 21%
Usability
Social Media
SEO
PPC
Online AdvertisingMobile Marketing
General Marketing
Email Marketing
Ecommerce
Digital Strategy
Content MarketingAnalytics and Data
16
Digital Marketing Skills Benchmark
Financial services’ reliance on email
marketing, due to the traditional
nature of the industry and
risk-aversity (with email allowing for
long compliance statements), is
reflected in the skillset of the
industry. Very low content marketing
and social media skills are
perhaps unsurprising, but this is
certainly an industry with lots of
opportunity to improve skills and
digital campaigns.
FINANCIAL SERVICES
Topic Percentage
Analytics and Data 32%
Content Marketing 21%
Digital Strategy 37%
Ecommerce 32%
Email Marketing 57%
General Marketing 55%
Mobile Marketing 28%
Online Advertising 28%
PPC 28%
SEO 21%
Social Media 27%
Usability 32%
Usability
Social Media
SEO
PPC
Online AdvertisingMobile Marketing
General Marketing
Email Marketing
Ecommerce
Digital Strategy
Content MarketingAnalytics and Data
17
Target Internet
IT is another industry that is
traditionally slow to change, with the
normal balance of skills we have seen
elsewhere. However, within the data
there was a huge gap between large
organisations and smaller more agile
organisations, with the smaller ones
being way ahead in terms of digital
skills and scoring much higher around
content marketing, social media and
digital strategy. Perhaps a sign that
the larger, more well-established
organisations need to focus on digital
skills as a matter of urgency.
IT/TECHNOLOGY/TELECOMS
Topic Percentage
Analytics and Data 29%
Content Marketing 20%
Digital Strategy 32%
Ecommerce 46%
Email Marketing 57%
General Marketing 45%
Mobile Marketing 22%
Online Advertising 37%
PPC 26%
SEO 34%
Social Media 34%
Usability 28%
Usability
Social Media
SEO
PPC
Online AdvertisingMobile Marketing `
General Marketing
Email Marketing
Ecommerce
Digital Strategy
Content MarketingAnalytics and Data
18
Digital Marketing Skills Benchmark
Leisure/Entertainment/Sport scored
better generally than most industries
in many areas, but particularly in their
use of data and analytics. Many of
the respondents were organisations
that have worked with sports data
for many years, as well as gaming and
gambling organisations who have
traditionally been more focussed on
using data effectively.
LEISURE/ENTERTAINMENT/SPORT
Topic Percentage
Analytics and Data 43%
Content Marketing 33%
Digital Strategy 27%
Ecommerce 28%
Email Marketing 59%
General Marketing 38%
Mobile Marketing 32%
Online Advertising 33%
PPC 34%
SEO 36%
Social Media 47%
Usability 34%
Usability
Social Media
SEO
PPC
Online AdvertisingMobile Marketing
General Marketing
Email Marketing
Ecommerce
Digital Strategy
Content MarketingAnalytics and Data
19
Target Internet
Media and publishing scored well in
social skills, email and traditional
marketing, but had worryingly low
levels of knowledge around digital
strategy and analytics and data. This
reflects general feedback in the
industry about high levels of social
activity without clear strategies and
the ability to measure ROI.
MEDIA AND PUBLISHING
Topic Percentage
Analytics and Data 20%
Content Marketing 21%
Digital Strategy 23%
Ecommerce 27%
Email Marketing 40%
General Marketing 38%
Mobile Marketing 31%
Online Advertising 20%
PPC 24%
SEO 21%
Social Media 39%
Usability 20%
Usability
Social Media
SEO
PPC
Online AdvertisingMobile Marketing
General Marketing
Email Marketing
Ecommerce
Digital Strategy
Content MarketingAnalytics and Data
20
Digital Marketing Skills Benchmark
Retail unsurprisingly scored highest
in email and ecommerce, but this is
against a backdrop of overall very
low digital knowledge. The inferred
reliance on email was again very high
and knowledge of content marketing
was particularly low.
RETAIL
Topic Percentage
Analytics and Data 27%
Content Marketing 22%
Digital Strategy 29%
Ecommerce 35%
Email Marketing 42%
General Marketing 46%
Mobile Marketing 28%
Online Advertising 27%
PPC 28%
SEO 31%
Social Media 33%
Usability 29%
Usability
Social Media
SEO
PPC
Online AdvertisingMobile Marketing
General Marketing
Email Marketing
Ecommerce
Digital Strategy
Content MarketingAnalytics and Data
21
Target Internet
INDUSTRY BREAKDOWN
HERE WE CAN SEE THE LEVEL OF KNOWLEDGE BY TOPIC AREA BY INDUSTRY. EACH INDUSTRY HAS COMMENTARY ON KEY STRENGTHS AND WEAKNESSES AND WHAT THIS POTENTIALLY MEANS IN CONTEXT.
SENIORITY BREAKDOWN
Here we can see the level of knowledge broken down by topic area based on role seniority.
At a high level we can see that more junior roles lack knowledge around core
marketing principles but are stronger in topics like ecommerce and social
media. This is perhaps unsurprising due to age and general levels of social
media adoption and ecommerce usage*.
At a more senior level we see a greater level of knowledge in core marketing
principles and an awareness of the more traditional digital channels like
email marketing. However, at the most senior levels we see a very low level of
knowledge of analytics and perhaps surprisingly low levels of digital strategy
knowledge.
*https://www.targetinternet.com/how-different-age-groups-are-using-social-media/
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INTERN
Topic Percentage
Analytics and Data 15%
Content Marketing 15%
Digital Strategy 6%
Ecommerce 16%
Email Marketing 18%
General Marketing 12%
Mobile Marketing 13%
Online Advertising 22%
PPC 11%
SEO 23%
Social Media 25%
Usability 18%
Usability
Social Media
SEO
PPC
Online AdvertisingMobile Marketing
General Marketing
Email Marketing
Ecommerce
Digital Strategy
Content MarketingAnalytics and Data
ASSISTANT/GRADUATE
Topic Percentage
Analytics and Data 27%
Content Marketing 18%
Digital Strategy 25%
Ecommerce 32%
Email Marketing 22%
General Marketing 12%
Mobile Marketing 21%
Online Advertising 25%
PPC 25%
SEO 29%
Social Media 30%
Usability 22%
Usability
Social Media
SEO
PPC
Online AdvertisingMobile Marketing
General Marketing
Email Marketing
Ecommerce
Digital Strategy
Content MarketingAnalytics and Data
23
Target Internet
EXECUTIVE
Topic Percentage
Analytics and Data 33%
Content Marketing 25%
Digital Strategy 31%
Ecommerce 37%
Email Marketing 51%
General Marketing 40%
Mobile Marketing 28%
Online Advertising 30%
PPC 34%
SEO 35%
Social Media 38%
Usability 29%
Usability
Social Media
SEO
PPC
Online AdvertisingMobile Marketing
General Marketing
Email Marketing
Ecommerce
Digital Strategy
Content MarketingAnalytics and Data
MANAGER
Topic Percentage
Analytics and Data 35%
Content Marketing 24%
Digital Strategy 36%
Ecommerce 41%
Email Marketing 52%
General Marketing 48%
Mobile Marketing 31%
Online Advertising 32%
PPC 31%
SEO 34%
Social Media 36%
Usability 28%
Usability
Social Media
SEO
PPC
Online AdvertisingMobile Marketing
General Marketing
Email Marketing
Ecommerce
Digital Strategy
Content MarketingAnalytics and Data
24
Digital Marketing Skills Benchmark
HEAD OF DEPARTMENT
Topic Percentage
Analytics and Data 42%
Content Marketing 26%
Digital Strategy 43%
Ecommerce 42%
Email Marketing 57%
General Marketing 44%
Mobile Marketing 35%
Online Advertising 41%
PPC 39%
SEO 50%
Social Media 38%
Usability 35%
Usability
Social Media
SEO
PPC
Online AdvertisingMobile Marketing
General Marketing
Email Marketing
Ecommerce
Digital Strategy
Content MarketingAnalytics and Data
DIRECTOR
Topic Percentage
Analytics and Data 32%
Content Marketing 25%
Digital Strategy 43%
Ecommerce 26%
Email Marketing 54%
General Marketing 65%
Mobile Marketing 33%
Online Advertising 32%
PPC 29%
SEO 32%
Social Media 36%
Usability 29%
Usability
Social Media
SEO
PPC
Online AdvertisingMobile Marketing
General Marketing
Email Marketing
Ecommerce
Digital Strategy
Content MarketingAnalytics and Data
25
Target Internet
CONCLUSIONS
Discussing the research results, Chris Daly, Chief Executive, Chartered Institute of Marketing said: “At CIM we believe in the business advantage that professional marketing can provide. If British business is to sell products and services in new countries following our exit from the EU, there
is no doubt it will lean heavily on the marketing profession.
UK skill levels in Digital Marketing are generally worrying low, and this
research clearly shows that there is a shortage of marketing
skills, creating a tangible barrier to Britain’s ability to
export. This is leaving organisations ill prepared to deal
with an increasingly digital consumer, in both the business
to consumer and business to business world.
While these skills gaps are not surprising, it is potentially
an area for concern that they continue at this level in 2018,
when we have been discussing the challenges of digital
for many years now. The importance of organisations
developing a culture of ongoing learning for all staff is
core to addressing the issue, in an environment that will
continue to change at an increasing rate.”
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DIGITAL HAS FUNDAMENTALLY CHANGED THE WAY WE BUY, MAKE DECISIONS AND INTERACT WITH ONE ANOTHER. THIS ENVIRONMENT OF CONSTANT CHANGE HAS LED TO A HUGE SKILLS CHALLENGE FOR INDIVIDUALS AND ORGANISATIONS. THE ONLY GUARANTEE IS THAT THE PACE OF CHANGE, AND THE RATE AT WHICH THIS IMPACTS SKILLS REQUIREMENTS, WILL GET FASTER AND FASTER. ORGANISATIONS (AND INDIVIDUALS) THAT ARE ABLE TO ADOPT A CULTURE OF ON-GOING LEARNING WILL BE BEST PLACED TO SURVIVE AND THRIVE IN THIS ENVIRONMENT.
27