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I thought this infographic from General Assembly was useful for showing specific skills gaps since it isn't based on a survey, rather it is based on a test taken at the end of a digital marketing qualification. We will be sharing research we have done in collaboration with the IDM on the perceptions of marketers to their careers later in the month.
The top of the chart shows a skills gap amongst non digital marketing specialists that might be expected since those focusing on digital marketing activities will naturally understand digital concepts better. It is arguable whether corporate marketers need to know the details of techniques like search, display and AB testing. However, they will need to discuss such techniques with their teams, so this does hint at a skills gap.
The other parts of the chart show that technical skills have the biggest gaps. Questions about Attribution, SEO, AB testing, Programmatic and data analysis related to understanding marketing funnels had the biggest gaps.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our sample templates here. Please connect on LinkedIn to receive updates or ask me a question. For my full profile and other social networks, see the Dave Chaffey profile page on Smart Insights. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
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