This year, 56% said they are “quite” or “very” prepared to cope with the level of complexity they anticipate facing, up from 30% last year.
The remaining skills gaps in digital marketing, include:
- User experience (UX), with more than 6 in 10 identifying this as a major (22%) or minor (39%) gap, against fewer than one-third (32%) saying they have no talent tap in this area.
- Programmatic media buying and e-commerce talent are in short supply, even though marketers seem more confident in content (43% seeing no skills gap) and technology (41% seeing no gap).
A recent Spencer Stuart survey found that CMOs feel that digital marketing is the area in which they need the most development as leaders.
About the Data: The Forrester/SoDA Q1 2016 Global Digital Outlook Online Survey report data for marketers is based on a global survey of 238 client marketers.