2021数字营销技能基准报告.pdf

DIGITAL MARKETING SKILLS BENCHMARKJANUARY 2022in association withCONTENTSIntroduction3Background4About the Benchmark5Summary Results 6Digital Disciplines Breakdown8Digital Disciplines Quintile Breakdown10Industry Breakdown12Agency13Automotive14Beauty and Cosmetics 15Charity16Construction and Property17Consultancy18Consumer Goods19Ecommerce/Online20Education and Training21Electronics and Engineering22Events and Conferences23Fashion24Financial Services25Food and Drink26Gaming27Healthcare28Insurance29IT/Technology/Telecoms30Leisure/Entertainment/Sport31Legal and Accountancy32Luxury Goods33Manufacturing34Media and Publishing35Pharmaceutical36Professional Services37Public Sector38Recruitment and HR39Retail40Travel/Tourism/Hospitality/Catering41Seniority Breakdown42Intern43Assistant/Graduate44Executive45Manager46Head of Department47Director48Conclusions50Final Thoughts512THE DEMAND FOR MARKETERS WITH A MORE GENERAL MARKETING SKILLSET REMAINS.RECRUITMENT IS REPORTING A NOTABLE INCREASE IN DEMAND FOR MARKETING MANAGERS AND MARKETING EXECUTIVESThe latest Benchmark results are a reflection of the uncertain environment we are currently operating in,where nothing remains the same and change is now expected as opposed to anticipated.As the results indicate,digital marketing skills look to have declined since the last report,despite technology continuing to evolve and levels of data increasing at a staggering rate.Add to that the world going virtual and digital channels becoming in some cases our only means of engagement,this decline isnt what you would expect and raises many questions.As was noted by CIMs CEO Chris Daly,marketings position was elevated in 2020.With an increased pressure to retain customer engagement,keep brands front of mind and alter products and services to meet a world in lockdown,came a need for a wider more generalist marketing skillset.This was further compounded with many organisations having to make people redundant or put them on furlough.With more senior roles having to take on more of the day-to-day tasks,this could offer some explanation as to why the report is showing an increase in digital training at the senior end.As organisations are now looking forward,it would seem the demand for marketers with a more general marketing skillset remains.Recruitment is reporting a notable increase in demand for marketing managers and marketing executives.It is of course still too early to say whether this trend is long term or if the pace of technological change will force our focus back onto digital and see a return in demand for digital training and indeed more specialist roles.Gemma Butler,Marketing Director,Chartered Institute of Marketing3Target InternetThis year we have compared data to both 2020 and to the original 2018 data,to allow us to see changes since the benchmark began.We have also covered more industries,as well as broken down the data into quintiles to understand the range of skills within each industry and within the overall results.Over 7200 people have now been tested for the benchmark,making it the largest and most thorough digital marketing skills benchmark globally.Digital has fundamentally changed the way we buy,make decisions,and interact with one another.As such,it has become an essential element of not only any marketing strategy but of any organisational strategy.The environment of constant change has led to a huge skills challenge for individuals and organisations.Combine this with a vastly changed working environment caused by the pandemic,and we have a recipe for some big challenges.The ongoing pace of change means a straightforward process of one-off training is no longer fit for purpose.You can no longer expect to sit on your current skillsetand progress.Skills need to be updated on an ongoing basis,BACKGROUNDand a culture of ongoing learning needs to be developed by organisations and adopted by individuals.Culture is an essential element of the solution to any skills gap,as simply providing learning opportunities and training does not necessarily lead to its adoption and usage.A starting point to addressing this skills challenge is to understand where our skills gaps lie and how this differs between industries,roles,and seniorities.The Digital Skills Benchmark aims to be that starting point,to inform the conversation and drive an ongoing skills improvement agenda.4THIS THIRD EDITION OF THE DIGITAL SKILLS BENCHMARK HIGHLIGHTS SOME VERY SIGNIFICANT SHIFTS IN SKILLS IN THE PAST YEAR AND EXPLORES THE IMPACT THIS WILL HAVE ON ORGANISATIONS OF ALL TYPES.The Digital Marketing Skills Benchmark is the only study of its type and scale that looks at skills across such a wide range of industries and levels of seniority.Rather than being opinion based like many other studies,the core of the benchmark assesses the skills of thousands of individuals(you can read more about the methodology below).ABOUT THE BENCHMARKThis approach allows for a frank look at digital marketing skills in the UK market and identifies a range of skills gaps and challenges that need to be overcome in order for businesses to thrive.The benchmark combines raw data on where skill levels currently lie,whilst also providing insights and opinions on what this means in practice.The aim of the benchmark is to help industry make informed decisions about improving skills and to reinforce the need for a culture of ongoing learning in all organisations.The benchmark,now in its 3rd edition,also compares how skills have changed over the past three years,and analyses what we can learn from our progress(and lack of it in many cases).The benchmark has now tested over 7200 peoples digital marketing skills.The latest iteration allows us to compare the progress made over the last three years.The questions were taken from a bank of questions on each topic that tested both tactical and strategic knowledge.These questions were weighted according to difficulty/level of specialism,and a percentage score was calculated out of a possible 100%.The benchmark has been tested in a range of commercial organisations before being made more broadly available.This confirms the results are aligned with the reality of an individuals skills.Questions are regularly updated to reflect the latest industry best-practice and are aligned with the Chartered Institute of Marketing professional standards and qualifications.A Note on QuintilesA new addition to the benchmark is the breakdown of industry results into quintiles.This means we can see not only the average scores by industry but also understand within each industry where the range of skills are focussed.The quintiles breakdown shows what percentage of people sit within each of the 5 segments across a 0-100%range.Identifying industries with the highest percentages in the top two quintiles allows us to identify industries that are doing particularly well(and those that arent).5Target Internet Digital Marketing Skills Benchmark 2021The latest Digital Marketing Skills Benchmark should be a wake-up call for many organisations.Marketing technology,search engines and social media platforms continue to innovate at pace,and consumer use of digital channels has increased,but skills have not been a focus during the pandemic.This has led to digital marketing skills stagnating or declining over the past year in almost all sectors and at all levels of seniority.SUMMARY RESULTSDigital skills are going backwardsOverall,we have seen stagnation or a decline across the majority of digital marketing disciplines between 2020 and 2021.This is perhaps surprising given the interest in online courses and learning across the Covid impacted workforce.However,with marketing technology still moving at pace along with peoples work and conference and training attendance declining,this is perhaps less surprising Marketing fundamentals have improvedThe only discipline to see any significant improvement in skills was General Marketing that includes the core principles of marketing.This may indicate a back to fundamentals approach,or reliance on previously learnt techniques in challenging times.However,this improvement in understanding of the core principles of marketing should have a positive impact on all digital marketing output.Skills are more aligned with seniority,but there is still a problem in senior rolesFor the first time in the skills benchmark we are seeing closer alignment between seniority and level of digital marketing skills,that is,the more senior,the better the skills in many cases.However,this should not be an area for celebration as all levels of seniority have seen skills fall back since 2020,at various levels,in order to give this alignment.There is also a stagnation of skills once people achieve management level roles,meaning those people responsible for managing teams and agencies,are not improving their skills.The majority of people are in the lower two quintiles in the majority of digital marketing disciplinesOnce we break down skills within a particular discipline within an industry,we can see how many people in that group fall in the lower and higher quintiles.The majority of people fall into the lowest two quintiles in all but two disciplines.Content Marketing has seen a decline in skills and has one of the largest groups in the lowest two quintilesContent marketing saw one of the largest dips in skills of all disciplines as well as seeing one of the largest groups of people in the lowest two quintiles.As reliance on online content has increased,volumes of content have gone up,but content marketing skills have not.Analytics&Data has seen the largest decline in skillsAs the overall complexity of digital marketing continues to grow,and with new analytics options like Google Analytics 4,and changes in cookie rules,a fallback in Analytics&Data skills is easy to explain but worrying for the ability of marketers to analyse and constantly improve their work.Agencies have scored well overall compared to average and have the largest group of people within the top quintileAlthough agencies saw skills drop off in a comparable way to many other sectors,they are scoring well overall and have a higher percentage of respondents in the two highest quintiles of results than any other group.6MARKETING TECHNOLOGY,SEARCH ENGINES AND SOCIAL MEDIA PLATFORMS CONTINUE TO INNOVATE AT PACE,AND CONSUMER USE OF DIGITAL CHANNELS HAS INCREASEDDIGITAL DISCIPLINES BREAKDOWNIn all disciplines,with the exception of one area,there has been no significant improvement in skills.In fact,in all but three disciplines,skills have stayed static or indeed gone backwards.Social Media has fallen back 2%,Content Marketing 4%and Analytics&Data a worrying 6%.The social media industry has continued to move at pace in the last year,whilst training,conferences and other face-to-face learning interventions were cut back dramatically,potentially explaining this movement backwards in skills.As the level of digital marketing content produced continues to grow,a movement backwards in content marketing skills will not help with the quality of content being produced.As the overall complexity of digital marketing continues to grow,and with new analytics options like Google Analytics 4,and changes in cookie rules,a fallback in Analytics&Data skills is easy to explain but worrying for the ability of marketers to analyse and constantly improve their work.Only General Marketing,which covers marketing fundamentals and models has improved significantly with a 7%uplift.It is very positive to see a better understanding of marketing fundamentals,and this should have a positive impact on all other areas of digital marketing output.Email and PPC saw a very small 1%improvement.Strategy,Ecommerce,Online Advertising and Usability have stayed static with no change in results since last year.Mobile and SEO have seen a minimal movement backwards with a 1%reduction.Analytics and DataContent MarketingDigital StrategyEcommerceEmail MarketingGeneral MarketingMobile MarketingOnline AdvertisingPPCSEOSocial MediaUsability0%20%40%60%80%100%20212020All Industries Overview8Three year trendiAll Industries change over timeEcommerce37%0 compared 2020Email Marketing49%+1 compared 2020General Marketing54%+7 compared 2020Analytics&Data29%-6 compared 2020Content Marketing24%-4 compared 2020Digital Strategy34%0 compared 2020Mobile Marketing28%-1 compared 2020Online Advertising31%0 compared 2020PPC32%+1 compared 2020SEO33%-1 compared 2020Social Media32%-2 compared 2020Usability28%0 compared 2020iiiiiiiiiiii9Target Internet Digital Marketing Skills Benchmark 2021The new charts below show what percentage of people sit within the top and bottom quintiles within each digital marketing discipline.This allows us to see beyond the average scores and understand what percentage of people have a strong understanding,and what percentage are struggling.DIGITAL DISCIPLINE QUINTILE BREAKDOWNQuintiles 1 and 2 show us the weakest levels of knowledge and quintiles 4 and 5 the highest levels.We can see that the majority of people sit in the lowest quintiles for all topics except General Marketing and Email Marketing,in line with the benchmarks overall results.However,when we look more closely,we can see some interesting insights.A high level of comfort with Email Marketing is great,but historical data tells us that just because people understand a channel,doesnt mean they always apply their knowledge to deliver best practice activity.Comfort with email also means it is easier than ever to send email campaigns,creating even more noise in an already noisy space.75%of people fall into the lowest quintiles for Content Marketing.This is particularly problematic when more and more content is being created,and clearly,that content will not be following best-practice in many cases.We also see 75%of people falling into the lowest quintiles in the more technical areas of Mobile Marketing,again a problem with mobile usage increasing.Both Usability and Analytics&Data show 67%of people falling into the lowest quintiles.These are possibly the most worrying results within the benchmark,due to the impact poor analytics skills and poor usability can have on all aspects of digital marketing.Bear in mind that topics like personas and user journey mapping fall into Usability,meaning that these key principles will be within this low skill level.0%25%50%75%100%1st&2nd Q3rd Q4th&5th QThis chart contains the percentage score distribution for all industries.We have grouped the first and second quintiles(percentage of respondents that achieved the lowest scores 0-40),as well as the fourth and fifth quintile(percentage of respondents that achieved the highest scores 60-100)Quintile Distribution100%25%50%75%100%1st&2nd Q3rd Q4th&5th QAnalytics&Data0%25%50%75%100%1st&2nd Q3rd Q4th&5th QContent Marketing0%25%50%75%100%1st&2nd Q3rd Q4th&5th QDigital Strategy0%25%50%75%100%1st&2nd Q3rd Q4th&5th QEcommerce0%25%50%75%100%1st&2nd Q3rd Q4th&5th QEmail M