Majority of industry workers ‘lack digital competence’ claims new report
Most brands and media professionals lack sufficient knowledge in online advertising to make decisions around the subject, a survey by Digital Chameleon has claimed.
The Digital IQ Index of 625 professionals found 94 per cent of those working in brands, 93 per cent of agency staff and 89 per cent of media professionals fell below the threshold of digital competency and were deemed incapable of making decisions around online advertising.
Results by discipline: Online Advertising
Data and analytics was an even harder subject for media professionals, who made up 361 of the sample, as 96 per cent of them failed to demonstrate sufficient knowledge in the area. Brand professionals, making up 131 people in the sample, also scored below the threshold with 89 per cent.
Is there a list of the questions and a profile of the respondent sample somewhere that would provide additional insight for this story? I could only find broad sample information on their site and was curious to understand the experience level of respondents etc
I’m not surprised at all, although I’d love to see the profile of respondents and questions as well. I’m not convinced the questions might even be right!
Every man and woman and their dog says today they either have digital experience, extensive digital experience or are digital experts.
But what ‘real’ digital experience do they have? Little to none.
Many of us have been saying that Australia & New Zealand is generally, even today, years behind the USA and Europe in all things digital and this study appears to highlight this sad fact once again.
And, if you pay peanuts, you get monkeys. The best ‘digital’ minds I know are over 30-35 years old and have multi-channel, cross industry, cross discipline experience and skills. That’s not to say there aren’t any great ‘digital’ minds under 35, but they are few and far between.
Agencies and media (and some companies) think being, or getting ‘digital’ is all about hiring young people who ‘know how to use the channels’. The problem is they have little to no experience or exposure to the fundamentals of consistently successful marketing, comms, brand which have never changed; intimately knowing your customer and that you are not your customers, planning and strategy.
So what are the questions asked? this is a big test for Membrella. Because this is a PR story for a Mumbrella commercially associated service provider lets have more info and not just promo puff.
PS Digital Chameleon aren’t that hip on digital themselves. Their website is not mobile friendly. Doh!
It’s very hard to take research seriously when it’s purely a bus dev/PR mechanic.
Agree with that Martin.
It’d be nice to share this article, but the page lacks that functionality