‘Serious skills gap’ in digital marketing

Just one in five people working in the marketing profession has even entry level digital marketing competency and if the deficiency is not addressed, the country will not achieve the 150,000 jobs which could potentially be created in the digital economy by 2020.

A study by the Digital Marketing Institute (DMI) found 83% of workers with a marketing remit failed to achieve a pass, or 60% in its professional diploma in digital marketing. Overall it found those who took the test scored 34% lower than international counterparts.

A total of 622 people (380 in Ireland) were assessed using 54 questions across core disciplines of digital marketing strategy and planning, mobile, search, display, email and social media marketing. Participants in Ireland scored an average of 42%.