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In new research conducted by Econsultancy, one of the key barriers to growth was identified as finding staff with suitable digital skills.
For the Digital Marketing: Organisational Structures and Resourcing report, we also asked participants in the survey about the specific skill areas that they perceived to be the most difficult to recruit for.
Web analytics and data topped the list, followed by social media, and content marketing, indicating that there is already a potential skills shortage in these areas.
When respondents were asked which digital marketing disciplines they anticipated would be the key areas of growth in the coming year, the top answers were social media, content marketing, and web analytics and data.
The fact that those areas of predicted growth in resourcing were the same as those that are already listed as being the most difficult to recruit for means one thing: a looming talent time bomb.
Companies are still grappling with the issue of measuring social media, though fewer are reporting that they are unable to measure ROI (37%) compared with 47% last year.
Here's a few highlights from the report...
When I joined Econsultancy a little over a year ago, there were around 30 employees spread between our UK and US offices. Since then, the company has doubled in size, and we’re still expanding, with new staff joining our offices in London, New York, Dubai, Singapore, Australia and elsewhere.
Last year the company also celebrated its tenth anniversary, and we welcomed our 100,000th member in July. Nevertheless, it occurred to us that not everybody is familiar with all that we do...
We released our Many Voices, One Message: Shaping Valuable Conversations in Fragmenting Channels report recently, which looks at the current shape of online communications around the world.
The report was produced in association with global consultancy Bite Communications, and is based on interviews with senior communications executives in Europe, Asia and the US.
I've been talking to Paul Mottram, Bite's Executive Vice President Asia Pacific, about the report's findings...
73% of companies are planning an investment in mobile channels in 2011, with almost half planning to move into mobile commerce.
It seems that, as well as losing their fear of social media, more firms are coming round to the value of mobile.
Social gaming exploded last year. More consumers are now playing these sorts of games online, and brands (ranging from SMEs and local businesses to blue-chips and multinationals) are beginning to invest in this space.
The sector is now worth close to £1bn, and is expected to show further growth in 2011.
This post, which coincides with the launch of our Social Gaming Smart Pack, contains a brief overview of social gaming, why it's important, and how it can be used for marketing.
UK firms have been increasing their investment in paid search and SEO over the last 12 months, though lack of internal resources is the biggest problem affecting the success of search marketing.
These are some of the findings of the Econsultancy Search Engine Marketing Benchmark Report 2010, sponsored by Guava, which is based on a survey of more than 500 client-side digital marketers and agencies.
It probably won't come as a surprise that consumers don't trust advertising. But the numbers are pretty grim.
According to a report entitled Your Brand: At Risk or Ready for Growth? sponsored by marketing solutions provider Alterian, the number of consumers who don't trust advertising is disturbingly close to 100%.
With brands and marketing agencies building their own, or joining existing, online spaces to exploit a growing social media audience, child safety should always, without doubt, be the number one priority for those managing social media projects.
Tempero MD Dominic Sparkes worked with Econsultancy on the recently released Child Protection Best Practice Guide, which looks at the legal and ethical considerations for brands and companies operating in this area.
We asked him about the issues involved in child safety online in general, and setting up and managing online communities for children...
A lack of measurement is still an issue for many email marketing campaigns, with almost half of companies failing to track their ROI from email.
Econsultancy's third annual Email Marketing Industry Census, sponsored by Adestra, found that 42% of organisations did not know what their ROI was from their email efforts, despite its proven effectiveness.