D I G I T A L S K I L L S G A Pclosing marketing’s

T H E P RO B L E M

Marketers don't have the right digital skills

It’s hard to hire digital marketing talent

The skills gap is about to cost even more

Training is the answer

Digital marketing requires a harder-to-�nd skillset than network architecture, business analytics, cloud computing, or engineering.

DATA GATHERING

CAMPAIGN MANAGEMENT

CROSS CHANNEL FUTURE PROOF

DATA ANALYTICS CONTENT

There are six essential skills every digital marketer needs.

of companies feel they are strong across all areas of digital marketing

90% 8%of marketers report su�ering from a shortage of digital skills

1/5 of marketers have the digital skills they would require of an entry-level candidate

T H E S O LU T I O N

RELATIVE DIFFICULTY OF HIRING BY SKILLSET

job skill needed difficulty of finding

Digital Marketing

Cyber Security

Network Architecture

Cloud Computing

3D Printing

Business Analytics

Mechanical Engineering

Construction

85

79

79

65

60

58

48

42

2015 2017

to

ta

l m

ar

ke

tin

g s

pe

nd

total marketing spend each year:

spent without knowing effect:

$ 1 T R I L L I O N

$ 9 1 0 B I L L I O N

total marketing spend each year:

spent without knowing effect:

$ 1 . 1 5 T R I L L I O N

$ 1 . 0 4 T R I L L I O N

In 2015, the global digital marketing spend is approximately

$ 1 T R I L L I O Nof marketers are confident their digital marketing works

O N L Y 9 %Over the next 3 years, that will increase by

1 4 . 5 %

Integrating good data from di�erent silos

Using big data to tell stories, identify targets, and predict trends

Crafting and delivering valuable, original messaging

Executing data-based, tested, well-planned campaigns

Marketing cohesively across all channels

Knowing how and where to �nd answers to ever-changing problems

REFERENCES

Spitzer, Morel, Buvat, and Subrahmanyam. "The Digital Talent Gap: Developing Skills for Today's Organizations." The Digital Talent Gap (2013). Capgemini Consulting; ClickZ, Kelly,

and OMI. State of Digital Marketing Talent. Rep. Online Marketing Institute, 5 Nov. 2013; The Wanted Analytics Hiring Scale; McKinsey & Company. Global Media Report 2013. Rep.

2013; Development Economics. The Future Digital Skills Needs of the UK Economy. Rep. O2, 16 Sept. 2013; Nanji, Ayaz. "Enterprises' Top Digital Marketing Priorities for 2015."

MarketingProfs. N.p., 16 Oct. 2014.

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