The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries

Jo Royle and Audrey Laing

International Journal of Information Management, 2014, vol. 34, issue 2, 65-73

Abstract: Scholarly literature suggests digital marketing skills gaps in industry, but these skills gaps are not clearly identified. The research aims to specify any digital marketing skills gaps encountered by professionals working in communication industries. In-depth interviews were undertaken with 20 communication industry professionals. A focus group followed, testing the rigour of the data.

Keywords: Marketing; Communication; Social media; Digital; Skill gap (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ininma:v:34:y:2014:i:2:p:65-73

DOI: 10.1016/j.ijinfomgt.2013.11.008

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