research-article

The digital marketing skills gap

Authors:

Audrey LaingAuthors Info & Claims

International Journal of Information Management: The Journal for Information Professionals, Volume 34, Issue 2

Pages 65 - 73

https://doi.org/10.1016/j.ijinfomgt.2013.11.008

Published: 01 April 2014 Publication History

Abstract

We explore digital marketing skills gaps in the communication industry.We find digital marketing skills gaps across the communication industry.The industry needs best practice guidance.Blending digital skills with current marketing approaches is a key strategic challenge.We construct a Digital Marketer Model summarising core skills. Scholarly literature suggests digital marketing skills gaps in industry, but these skills gaps are not clearly identified. The research aims to specify any digital marketing skills gaps encountered by professionals working in communication industries. In-depth interviews were undertaken with 20 communication industry professionals. A focus group followed, testing the rigour of the data.We find that a lack of specific technical skills; a need for best practice guidance on evaluation metrics, and a lack of intelligent futureproofing for dynamic technological change and development are skills gaps currently challenging the communication industry. However, the challenge of integrating digital marketing approaches with established marketing practice emerges as the key skills gap.Emerging from the key findings, a Digital Marketer Model was developed, highlighting the key competencies and skills needed by an excellent digital marketer.The research concludes that guidance on best practice, focusing upon evaluation metrics, futureproofing and strategic integration, needs to be developed for the communication industry. The Digital Marketing Model should be subject to further testing in industry and academia. Suggestions for further research are discussed.

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Cited By

Ballerini JHerhausen DFerraris A(2023)How commitment and platform adoption drive the e-commerce performance of SMEsInternational Journal of Information Management: The Journal for Information Professionals10.1016/j.ijinfomgt.2023.10264972:COnline publication date: 1-Oct-2023
https://dl.acm.org/doi/10.1016/j.ijinfomgt.2023.102649
Shuotie AWanitwattanakosol J(2021)A Framework of Digital Marketing Through Knowledge ManagementProceedings of the 3rd World Symposium on Software Engineering10.1145/3488838.3488854(91-96)Online publication date: 24-Sep-2021
https://dl.acm.org/doi/10.1145/3488838.3488854
Waheed AWang DSarwar-A Alam M(2019)Impact of Digital Marketing on Consumers' Impulsive Online Buying Tendencies With Intervening Effect of Gender and EducationInternational Journal of Enterprise Information Systems10.4018/IJEIS.201907010315:3(44-59)Online publication date: 1-Jul-2019
https://dl.acm.org/doi/10.4018/IJEIS.2019070103
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cover image International Journal of Information Management: The Journal for Information Professionals

International Journal of Information Management: The Journal for Information Professionals Volume 34, Issue 2

April, 2014

253 pages

ISSN:0268-4012

Issue’s Table of Contents

Copyright © Elsevier Ltd.

Publisher

Elsevier Science Publishers B. V.

Netherlands

Publication History

Published: 01 April 2014

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Cited By

Ballerini JHerhausen DFerraris A(2023)How commitment and platform adoption drive the e-commerce performance of SMEsInternational Journal of Information Management: The Journal for Information Professionals10.1016/j.ijinfomgt.2023.10264972:COnline publication date: 1-Oct-2023
https://dl.acm.org/doi/10.1016/j.ijinfomgt.2023.102649
Shuotie AWanitwattanakosol J(2021)A Framework of Digital Marketing Through Knowledge ManagementProceedings of the 3rd World Symposium on Software Engineering10.1145/3488838.3488854(91-96)Online publication date: 24-Sep-2021
https://dl.acm.org/doi/10.1145/3488838.3488854
Waheed AWang DSarwar-A Alam M(2019)Impact of Digital Marketing on Consumers' Impulsive Online Buying Tendencies With Intervening Effect of Gender and EducationInternational Journal of Enterprise Information Systems10.4018/IJEIS.201907010315:3(44-59)Online publication date: 1-Jul-2019
https://dl.acm.org/doi/10.4018/IJEIS.2019070103
Alcabnani SOubezza MElkafi JLazaar MDuvallet CAl Achhab MMahboub OSilkan H(2019)An approach for the implementation of semantic Big Data Analytics in the Social Business Intelligence process on distributed environments (Cloud computing)Proceedings of the 4th International Conference on Big Data and Internet of Things10.1145/3372938.3373003(1-6)Online publication date: 23-Oct-2019
https://dl.acm.org/doi/10.1145/3372938.3373003
Ríos JKopec-Harding KEraslan SPage CHaines RJay CEmbury SDittrich YFagerholm FHoda RSocha DSteinmacher I(2019)A methodology for using GitLab for software engineering learning analyticsProceedings of the 12th International Workshop on Cooperative and Human Aspects of Software Engineering10.1109/CHASE.2019.00009(3-6)Online publication date: 27-May-2019
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Aswani RKar AIlavarasan PDwivedi Y(2018)Search engine marketing is not all goldInternational Journal of Information Management: The Journal for Information Professionals10.1016/j.ijinfomgt.2017.07.00538:1(107-116)Online publication date: 1-Feb-2018
https://dl.acm.org/doi/10.1016/j.ijinfomgt.2017.07.005
Lipizzi CDessavre DIandoli LMarquez J(2016)Social Media Conversation MonitoringProcedia Computer Science10.1016/j.procs.2016.05.38480:C(2216-2220)Online publication date: 1-Jun-2016
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Abdallah SJaleel B(2015)Website appealJournal of Theoretical and Applied Electronic Commerce Research10.4067/S0718-1876201500030000510:3(45-62)Online publication date: 1-Sep-2015
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Yang KHuang CTsai CLee JKauffman RLee ZLang KYoo BLi T(2015)Applying Reinforcement Theory to Implementing a Retargeting Advertising in the Electronic Commerce WebsiteProceedings of the 17th International Conference on Electronic Commerce 201510.1145/2781562.2781571(1-5)Online publication date: 3-Aug-2015
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Lipizzi CIandoli LRamirez Marquez J(2015)Extracting and evaluating conversational patterns in social mediaInternational Journal of Information Management: The Journal for Information Professionals10.1016/j.ijinfomgt.2015.04.00135:4(490-503)Online publication date: 1-Aug-2015
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