The hosts discuss the updated Digital Marketing Skills Benchmark for 2023, highlighting the need for continuous learning. They analyze improvements and stagnation in various areas of digital marketing, emphasizing the skills gap and the importance of upskilling. The difficulties of producing high-quality content in a crowded market, including AI-generated content, are explored. The chapter also discusses the importance of educating senior executives in digital marketing and investing in skills development.
Digital marketing skills need to be continually updated through ongoing learning.
There is a concerning gap between individuals' confidence in their digital marketing skills and their actual proficiency.
Deep dives
Limited progress in digital marketing skills
The podcast discusses the results of the Digital Marketing Skills Benchmark 2023, highlighting that while there has been some improvement in digital marketing skills over the past two years, the progress has been minimal. Several digital disciplines, including content marketing and marketing theory, have remained stagnant, while others, such as social media, email, SEO, and lead generation, have seen slight improvements.
Gap between confidence and actual skills
The podcast reveals a concerning gap between individuals' confidence in their digital marketing skills and their actual proficiency. In particular, content, usability, social media, and analytics are areas where individuals feel confident but lack the necessary skills. This disconnect between confidence and performance highlights the prevalence of low-quality content and ineffective social media strategies in the industry.
Importance of ongoing learning and upskilling
The podcast emphasizes the need for continuous learning and upskilling in the fast-changing digital marketing landscape. It highlights the importance of organizations providing learning interventions and individuals committing to ongoing education through various channels like training courses, online learning, podcasts, and YouTube. The podcast also emphasizes the significance of senior managers improving their skills and keeping up with the evolving digital trends to effectively lead their teams.
In times of fast change, if you're standing still, you're moving backwards and digital skills need to be continually updated with a culture of ongoing learning. In our latest episode of the Digital Marketing Podcast, the team share some of the latest insights and findings from our 2023 Digital Marketing Skills Benchmark Report. In it's fourth edition, the benchmark has now tested over 10,000 people's digital marketing skills, highlighting some very significant shifts in skills in the past year and explores the impact this will have on organisations of all types. Download the report here: Show notes: Have feedback on the show? We really would love to hear from you. , tell us what you love and what you think could be better. And, if you are really enjoying the show, please
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