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The first Emarketeers Digital iSkills Survey looking into the skills base and capabilities of the digital marketing industry published in March, 2014 reveals that while 2014 is predicted to be another good year for advertising in the UK with digital marketing at the forefront of growth, the industry may not be adequately prepared. Three key problem areas for the industry were identified including; resource and time, skills and knowledge, budget and cost. Using the insights gained from the survey, Emarketeers has developed the iSkills Six keys to success for 2014. Summary of Key Findings Lack of investment in Resource, Skills and Knowledge The survey findings show that one of the biggest challenges for the digital community in 2014, and beyond, is to keep digital talent and skills in line with digital spend levels and continued growth and technological development. Results from the survey indicate that there is a skills and knowledge gap appearing which could potentially hinder digital progress in the longer term. With the growth forecast of 20% for this year, it is even more surprising to find that only 20% of organisations are planning to recruit digital talent in 2014. Digital marketing is also suffering from a skills shortage as senior roles are being left unfilled. Training and Skills Development a Low Priority Formal training appears to be low on the agenda with only 75% of respondents receiving any training, while investment per capita is under £300. Digital marketers are largely in charge of their own development at the moment using virtual and self service tools for development. The Digital Agenda Respondents were very clear that the integration of the old and new loom large on the horizon for them in 2014; specifically when it comes to the blending social media and content marketing into the mix. Agencies are also set to benefit from outsourcing of SEO and PPC. Accountability and transparency of ROI is also a key factor, as is integration of old and new marketing techniques. For further information, please contact eva (at) homeofsocial (dot) com

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