The 2012Digital IQINDEXInsight into the learning needs of salesand marketing professionals•	 skill levels•	 degrees of con...
2 DIGITAL IQ INDEX 2012Objective:Provide stakeholders in the Australian marketing communitywith insight into the learning ...
3 DIGITAL IQ INDEX 2012ExecutiveSummary:Professional development in the sales and marketing arenahas long been challenged ...
4 DIGITAL IQ INDEX 2012Q1.	 Personal responsibility	 for digital media/marketing activities: (347 responses)Q2.	 Carries a...
5 DIGITAL IQ INDEX 2012Learn bydoing 42%Learn by doing andlistening 16%Learn by doing,listening andreading 19%Learn by doi...
6 DIGITAL IQ INDEX 2012Q9.	 Digital marketing will be more important,	 stay the same or increase in importance	 over the n...
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Dc2012 iq

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Dc2012 iq

  1. 1. The 2012Digital IQINDEXInsight into the learning needs of salesand marketing professionals• skill levels• degrees of confidence around digital marketing• preferred modes of learning• key areas of interest for future development
  2. 2. 2 DIGITAL IQ INDEX 2012Objective:Provide stakeholders in the Australian marketing communitywith insight into the learning needs of sales and marketingprofessionals; specifically sharing insights on skill levels,degrees of confidence around digital marketing, preferredmodes of learning and key areas of interest for futuredevelopment.Initially, the Digital IQ Indexwill focus on the gapsbetween current digital marketingresponsibilities and existing digitalmarketing skill levels. Over time,the focus will shift to adoption ofemerging digital skill sets (eg. dataanalytics, content marketing, video,etc) and various modalities andmethodologies of learning (eg. mobilelearning, gamification, beyond themarketing department, etc).Digital Chameleon seeks to providemarketers with benchmarks arounddigital marketing education thatwill empower them to make moreinformed decisions around hiring,mentoring and team development.It will provide sales and marketingleaders with a basis for measuringdigital marketing skills acquisitionthat is now a requisite for a fullyfunctioning, highly effective andcompetitive sales and marketingteam.Methodology:Participants from brand and media organisations participatedin the Digital Chameleon Learning Needs Assessment fromJune through September 2012. A total of 350 respondentsare represented in the 2012 Digital Index and represent arange of brand, agency and media businesses (including printand broadcast) working with Digital Chameleon during thatperiod. Respondents hailed from News South Wales, Victoria,Queensland and South Australia.70%HAD NO PRIORDIGITAL EXPERIENCEDID YOU KNOW:According to Minding Your DigitalBusiness (McKinsey GlobalSurvey, May 2012), 43% of seniormarketing leaders say it is difficultto recruit digital talent.Like it or not, ifemployers wantand expect THEIRTEAMS TO POSSESSDIGITAL SKILLS,THEY’LL HAVE TOtake responsibility forthis education themselves
  3. 3. 3 DIGITAL IQ INDEX 2012ExecutiveSummary:Professional development in the sales and marketing arenahas long been challenged by the absence of objectiveevaluation of results.Traditional ‘training programs’ have, for the most part, failed to captureinitiative-based progress and discrete outcomes. The advent of digitalmarketing channels has exacerbated this situation. New channels,technologies and consumer behaviours are emerging at such a rapid rate thattraditional sales and marketing leaders are scrambling to keep pace with theirown marketplaces. The first Digital Chameleon IQ Index has uncovered thefollowing three key dynamics shaping digital marketing learning in Australia.In summary, the 2012 Digital Chameleon Digital IQ Index confirms whatmost sales and marketing leaders already suspect—that their teams arefar from adequately equipped to confront the challenges and opportunitiesrepresented by digital marketing. With that said, these same teams are eagerand open to the right kind of digital learning programs. Those leaders whoacknowledge their digital skills gaps-- and put in place initiatives to closethem-- will reap the rewards of teams armed with the digital skills ready tocompete in their marketplaces.THE DIGITAL SKILLS GAP IS REAL AND IT IS SIGNIFICANT.Only 30% of respondents indicated they had prior digital experience, putting the onus on their currentemployer to fill the gap—this despite most are responsible for implementing digital solutions ANDmanaging digital budgets. This disconnect exposes the reality that many sales and marketing pros areeffectively working without a safety net when it comes to digital goals and organisation resources.A MAJORITY OF SALES AND MARKETING PROFESSIONALS ARE LESS THAN COMFORTABLEENGAGING IN FUNDAMENTAL DIGITAL SKILLS AND CONCEPTS.The most familiar topic for most respondents was digital advertising, but even in this category, lessthan a majority said they were comfortable with what they knew about the topic. In all other digitalskill sets, respondents were far less confident of their ability to engage successfully. Until sales andmarketing professionals achieve a high confidence level around digital, their organisations will be at asignificant disadvantage vis a vis more digitally savvy competitors.SALES AND MARKETING PROFESSIONALS ARE HUNGRY FOR DIGITAL MARKETINGLEARNING—BUT THERE ARE CHALLENGES.Respondents overwhelmingly indicated a desire for more digital learning. With this said, two barriersremain: time and truly engaging learning opportunities. A large majority have said lack of time is aserious barrier to learning and that the learning they do prefer should be interactive and permit thelearner to engage with the content. One path to confronting both these challenges is suggested by thefact that over 40% of respondents indicated a prior exposure to elearning, an instructional modalitythat speaks to both the time poor challenge and the need for true interactivity.123
  4. 4. 4 DIGITAL IQ INDEX 2012Q1. Personal responsibility for digital media/marketing activities: (347 responses)Q2. Carries a budget for digital media/marketing activities: (346 responses)Q3. Experience in digital prior to current employment (346 responses)58%42%YES NO56%44%YES NO70%30%NOYESQ4. Please share your level of familiarity with the following topics: (344 responses)Online campaign measurementNot familiar 23%Barely familiar 25%Somewhat familiar 29%Familiar 19%Very familiar 4%Competitors onlineNot familiar 14%Barely familiar 24%Somewhat familiar 34%Familiar 22%Very familiar 6%Social media marketingNot familiar 11%Barely familiar 23%Somewhat familiar 34%Familiar 28%Very familiar 4%Online audience measurementNot familiar 23%Barely familiar 32%Somewhat familiar 26%Familiar 17%Very familiar 2%Search marketingNot familiar 17%Barely familiar 30%Somewhat familiar 28%Familiar 19%Very familiar 6%Mobile marketingNot familiar 18%Barely familiar 34%Somewhat familiar 29%Familiar 16%Very familiar 3%Display (online) advertisingNot familiar 9%Barely familiar 13%Somewhat familiar 26%Familiar 40%Very familiar 12%Online media planningNot familiar 20%Barely familiar 30%Somewhat familiar 25%Familiar 20%Very familiar 5%28%THE DIGITALSKILLS-TO-JOBRESPONSIBILITY GAPDID YOU KNOW:On average, across eight keycategories of digital marketingcapability, only 28% of therespondents crossed the thresholdof necessary working expertise(familiar or very familiarwith category).The average skillslevels across keydigital marketingdisciplines ARESIMPLY NOTADEQUATE TOTHE COMPETITIVECHALLENGES posedin today’s fast-evolvingmarketplaces
  5. 5. 5 DIGITAL IQ INDEX 2012Learn bydoing 42%Learn by doing andlistening 16%Learn by doing,listening andreading 19%Learn by doingand reading 10%Learn by listening6%Learn by reading6%Learn by listeningand reading 1%Q5. Please state your learning preferences (how you most like to learn new things)(343 responses)Q6. Any previous experience with eLearning? (343 responses)Q7. Biggest barrier to learning (349 responses)Q8. Comfort level with current digital marketing skills: (305 responses)72%LESS THANCOMFORTABLE WITHTHEIR CURRENTDIGITAL SKILLSLEVELDID YOU KNOW:87% prefer to learn by doing,either in combination with othertypes of learning or by doing alone.This preference indicates higherengagement and more productiveoutcomes with interactive versusstatic learning modes.The biggestinvestment employerswill have to makeIN SECURING THEIRTEAM’S DIGITALEXPERTISE WON’TBE MONEY—it will be timeNot comfortable 22%A little comfortable 25%Somewhat comfortable 35%Comfortable 13%Very comfortable 5%41%59%YES NOLack of time 70% Lack of money10%Don’t know where to source learning 20%
  6. 6. 6 DIGITAL IQ INDEX 2012Q9. Digital marketing will be more important, stay the same or increase in importance over the next 12 months: (342 responses)Q10. How useful would a digital marketing learning program be to you?: (342 responses)92%WOULD FIND ADIGITAL MARKETINGLEARNING PROGRAMUSEFULDID YOU KNOW:Sales and marketing professionalssee the writing on the wall. 83%believe digital marketing will onlygrow in importance over the nexttwelve months.If employers fail tomeet their staff’shunger for digitalmarketing education,THEY MAY PAY THEPRICE IN SUB-PARPRODUCTIVITY,lower retention rates andincreased recruitmentcosts1%LESS IMPORTANT16%STAY THE SAME83%MORE IMPORTANTVery useful 71%Useful 21%Somewhat useful 6%A little useful 1%Not useful 1%About Digital ChameleonDigital Chameleon helps clients mainstream digital knowledge andcapabilities across their business. It is the only digital media andmarketing learning company to combine modular self-paced eLearningwith customized, practitioner-led face to face workshops. DigitalChameleon works with companies worldwide to integrate digital into theDNA of their businesses via a unique scalable, tailored, metrics-drivenapproach to digital learning. Digital Chameleon’s learning solutions havebeen endorsed by the Media Federation of Australia and the Asia DigitalMarketing Association.To learn more about Digital Chameleon,please visit us at: www.digitalchameleon.net61 2 9997 4417

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