News

Majority of industry workers ‘lack digital competence’ claims new report

Most brands and media professionals lack sufficient knowledge in online advertising to make decisions around the subject, a survey by Digital Chameleon has claimed.

The Digital IQ Index of 625 professionals found 94 per cent of those working in brands, 93 per cent of agency staff and 89 per cent of media professionals fell below the threshold of digital competency and were deemed incapable of making decisions around online advertising.

Results by discipline: Online Advertising

Results by discipline: Online Advertising

Data and analytics was an even harder subject for media professionals, who made up 361 of the sample, as 96 per cent of them failed to demonstrate sufficient knowledge in the area. Brand professionals, making up 131 people in the sample, also scored below the threshold with 89 per cent.

Data and Analytics

Data and Analytics

Participants completed a 32 question Digital Skills Assessment on the four major disciplines of digital marketing, planning and execution: online advertising, social media, content marketing, data and analytics, and they were ranked into four groups according to the level of knowledge displayed in each of the categories.

Those who fell into the first two groups were deemed as lacking sufficient knowledge to engage in digital marketing decision-making and or lacking the effective skills and knowledge to make effective decisions.

They fared best on the subject of social media where agencies had 57 per cent of respondents below the threshold, and brands 59 per cent. While content marketing had 67 per cent of both brands and agencies below the threshold of digital competency.

The sample included 361 respondents from media, including magazine and newspaper teams, as well as 131 brand respondents and 133 professionals from media agencies working in creative, media buying and full-service firms.

The 2014 Digital IQ Index is second survey by the digital media company following one in November 2012 that looked at 350 sales and marketing professionals to establish how digitally literate they considered themselves to be. Next year a follow-up survey will track actual increases in digital proficiency via a pre and post assessment methodology.

Digital Chameleon is an online training provider, and runs the courses for Mumbrella Digital School.

Megan Reynolds

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.