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
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.