As Marketing Complexity Rises, Where Are Marketers’ Biggest Digital Gaps?

June 15, 2016

This article is included in these additional categories:

Business of Marketing | Content Marketing | Digital | Market Research | Programmatic & RTB | Retail & E-Commerce | Social Media | Staffing

SoDAForrester-Digital-Marketing-Skills-Gaps-June2016The vast majority (84%) of marketers believe that the level of complexity faced by marketing professionals over the next 5 years will be high (55%) or very high (29%), per results from the latest iteration of the SoDA Report conducted with Forrester. While respondents tend to see more complexity on the horizon as they did in last year’s report, they also feel more prepared.

Indeed, this year, 56% said they are “quite” or “very” prepared to cope with the level of complexity they anticipate facing, up from 30% last year.

However, there remain some skills gaps in digital marketing. One of the largest gaps appears to be for user experience (UX), with more than 6 in 10 identifying this as a major (22%) or minor (39%) gap, against fewer than one-third (32%) saying they have no talent tap in this area. Agencies have long pointed to UX as a problem for client marketers in the SoDA surveys.

Marketers seem more confident in content (43% seeing no skills gap) and technology (41% seeing no gap), but are less enthusiastic about the talent in their organization when it comes to programmatic media buying and e-commerce.

Recently, a Spencer Stuart survey found that CMOs feel that digital marketing is the area in which they need the most development as leaders.

About the Data: The Forrester/SoDA Q1 2016 Global Digital Outlook Online Survey report data for marketers is based on a global survey of 238 client marketers.

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