Australian Digital Industry in Focus [Highlights of recent research]

In the last week there has been a flurry of reports on the digital marketing field in Australia. Which is good considering digital marketers like to vacillate about where digital is going and what’s tipped to be the ‘next big thing’ but very rarely stop to introspect upon ourselves as an industry and career path. I’d like to summarize some key points I picked up from the 2 press releases this past fortnight.

Digital IQ Survey – Digital Chameleon (350 respondents)

  • Only 28% of respondents possessed the necessary range of skills for their role.
  • 70% of people in digital media and marketing roles admitted to having no prior online experience
  • 72% of staff admitted to being uncomfortable with their current level of digital skills

2012 Digital Marketing Big Australia Report – Responsys (125 respondents)

  • 89% expect their budgets to increase or remain the same but only 41% are expecting to hire more staff
  • 37% spent more time on execution than strategy with only 20% doing the opposite, and 43% equal
  • 57% believe there is a digital marketing gap in their companies
  • 52% believe their marketing team is sufficiently equipped to deal with and analyse data

The above points just go to show that while Australian clients have accelerated their digital investments, the underlying skills shortage and knowledge gap is only putting more pressure on existing teams and leading to under utilization of data. In my next post I’ll address some of my own observations on what’s holding back a more complete digital transformation of agencies and clients.