The Shocking Truth About Gaps In Digital Marketing Skills


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Now that you have a solid B2B lead generation strategy, you need to implement and execute with excellence.

According to an infographic by the Online Marketing Institute, new survey results show that international agencies – plus Fortune 500 companies – lack crucial skills for building effective digital marketing campaigns.

In fact, these digital marketing gaps in skills may hinder sales results. If you compare the differences between the digital marketing skills a company should have versus a company’s present internal strengths, the results are intriguing.

Measuring The Gaps In Digital Marketing Skills
As reported by the Online Marketing Institute’s infographic, the following list highlights desirable skills for inciting successful digital marketing. However, the percentages beside each skillset disclose a gap between the desirable skill and what is really attainable:

1. Analytics (37%)
2. Mobile marketing (29%)
3. Email marketing (27%)
4. Content marketing 27%)
5. Social media (27%)

Building A Digital Marketing Team
The infographic reveals how hiring managers struggle to find the proper digital marketing staff. Survey results say that 34% of hiring managers do not have enough work experience to hire a digital marketing team; meanwhile, 30% of hiring managers cannot identify capable talent.

Notably, two-thirds of marketers attempt to add value to their company via e-learning, or on-demand or in-person workshops. Many companies, unfortunately, do not apply standard practices to ensure employees are driving the business towards success.

Do They Understand What They’re Missing?
Companies are aware of their gaps in digital marketing skills with these explanations:

• Job applicants do not have the talent or experience for the job.
• The company does “just enough”; in other words, they work with what they already have to sustain their digital marketing campaigns.

Looking closely at agencies in particular, there are gaps between what’s desirable and what’s achievable in mobile and analytics skills; the gaps are 43% and 30% respectively.

Final Thoughts
This infographic spurs new lessons for the B2B leader like yourself. When you have employees with the proper skills working on your digital marketing campaigns, this means:

• A small business has a better chance of growing.
• International brands can heighten their chances for expansion.
• Agencies can increase their client retention rates.

Click below to view the full image. Then ask yourself this: How can I apply this knowledge to my current digital marketing team?


Republished with author's permission from original post.

Louis Foong
Louis Foong is the founder and CEO of The ALEA Group Inc., one of North America's most innovative B2B demand generation specialists. With more than three decades of experience in the field, Louis is a thought leader on trends, best practices and issues concerning marketing and lead generation. Louis' astute sense of marketing and sales along with a clear vision of the evolving lead generation landscape has proved beneficial to numerous organizations, both small and large.


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