Asked where the most significant gaps are in talent on the client-side with respect to digital marketing, 80% of agencies and production companies pointed to user experience (UX) as a major (45%) or minor (35%) talent gap, per results from a Society of Digital Agencies (SoDA) survey conducted by Econsultancy. Many also reported that clients have skill gaps in analytics (79%), social (78%), and technology (76%).
Client marketers appear to be faring relatively better in executive management and content, according to respondents, with 28% and 25% respectively saying marketers display no skills gap in those areas at all.
Clients may not agree that social media is a big challenge, but they do see various challenges posed by data management. Chief among those is data analysis, cited by 54% as a top-3 data management challenge, and followed by the creation of value or insights from data (49%). Data analysis has also been cited in recent surveys as being a bigger challenge than insights.
Meanwhile, when it comes to UX, agencies and production companies believe that the most important industry issue is the need for stronger user experience standards and advocacy for user-centric design, versus technology as an end in and of itself.
About the Data: SoDA’s 2013 Digital Outlook Marketing Survey had 814 respondents. Marketers represented approximately one-third of all respondents with a fairly even split between companies who primarily market products (33%), services (31%), and a mix (36%). Key markets for respondents are North America (50%), Europe (22%) and APAC (12%).