While digital marketing becomes increasingly crucial to the marketing world, companies are having a hard time finding talent to lead their digital marketing efforts. A survey from Online Marketing Institute showed that only 8% of brands believe their marketing teams are strong across all marketing channels. Furthermore, a report by Adobe entitled "Digital Distress: What Keeps Marketers Up at Night," found that less than half of digital marketers think they are highly proficient at digital marketing.
Fortune 500 companies who want to improve these statistics are having difficulty finding the proper talent. The digital marketing space has evolved so rapidly, marketers have not had the experience and training to keep up. 83% of companies surveyed said they have significant challenges locating, hiring, and retaining digital marketing talent. The biggest gaps are in analytics and mobile marketing.
This presents a great opportunity for companies and educational institutions to bolster their digital marketing research and training. At a time of high unemployment, there are more open positions than available talent in this space. It is a great area to concentrate efforts to develop a much needed talent base. The challenge is that digital marketing is so recent and changes so rapidly, true expertise is hard to come by. How does one execute and measure a successful digital campaign? Much work today is done by trial and error with uncertain metrics. As with any market gap, it is time for entrepreneurs to come up with innovative solutions to fill the need. Our Columbia course is one example of that!
Sources:
http://marketingland.com/study-only-8-of-companies-believe-marketing-team-is-strong-across-all-areas-of-digital-marketing-64404
http://marketingland.com/less-than-half-of-digital-marketers-say-they-are-highly-proficient-at-digital-marketing-59815
http://www.prnewswire.com/news-releases/fortune-500-marketing-executives-complain-of-digital-marketing-talent-gap-230707451.html
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