Agency staff more skilled at digital marketing than in-house counterparts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 05, 2020, 1:31 AM UTC

Target Internet and Chartered Institute of Marketing (CIM) surveyed 9,000 marketing professionals on 12 core digital marketing topics.

The study found that agency staff are more competent in digital marketing than their in-house counterparts. However, both agency and in-house employees scored below 50% in all digital marketing topics, except for one.

With average being 48%, agencies scored 59% in terms of skill gaps in email marketing. Agency staff scored 40% for online advertising, compared to 31% average. General marketing had the smallest skill gap at 48% for agencies against 47% overall.

Further, since the last test in 2018, an overall decline in skill levels was observed. Gemma Butler of CIM said, “This is a real opportunity for marketing teams to identify the skills gaps in their teams”.

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