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The future of digital marketing - Sophie Iredale #passion4digital

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Sophie Iredale shares her view of the digital marketing industry challenges and sustainability. With growing demands and poor confidence in digital makreting skills amongst practitioners and their clients what can help the Digital Marketing Skills Gap?

See related video from the panel discussion https://youtu.be/aJWFT17CPG8

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The future of digital marketing - Sophie Iredale #passion4digital

  1. 1. #passion4digital @SophieIredale The Future of Digital Marketing Sophie Iredale, University of Salford This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
  2. 2. #passion4digital @SophieIredale
  3. 3. #passion4digital @SophieIredale The Digital Marketing Skills Gap
  4. 4. #passion4digital @SophieIredale The Digital Marketing Skills Gap • Velocity = • Deficit in skill • Deficit in understanding • Deficit in people • Low confidence in training • (Royle and Laing, 2014) • 9% of 1000 digital marketers strongly agree they had the optimal skills to deliver a successful digital marketing campaign • (Adobe, 2015)
  5. 5. #passion4digital @SophieIredale 78% of digital marketing clients have concerns about the competency of their digital marketing partner/agency (Hunt, 2014 – Online Marketing Institute)
  6. 6. #passion4digital @SophieIredale This is happening at a time of critical mass… 6 0.47 0.83 1.37 2.02 2.18 3.35 3.54 4.10 4.81 5.42 6.30 7.19 8.61 9.71 10.9 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 IAB UK DIGITAL AD SPEND (£BN)
  7. 7. #passion4digital @SophieIredale • If demand is rising but Practitioner and Client confidence is low… • No agenda, empirical or conceptual research examining how client and stakeholders affect or are affected by digital marketing industry practice
  8. 8. #passion4digital @SophieIredale • “the history of every dead and dying ‘growth’ industry shows a self-deceiving cycle of bountiful expansion and undetected decay” • (Levitt, 1960: 47) • “Digital Marketing Myopia” • (Durkin, 2013) 8
  9. 9. #passion4digital @SophieIredale • The Digital Marketing Skills Gap 9 • The Digital Marketing Governance Gap
  10. 10. #passion4digital @SophieIredale • The opportunities for digital marketing: – Governance – Standards = Quality? – Barriers to entry = Control? – Ethical code – Unity and collaboration – Transparency = Welfare? • The problem with digital marketing: – Lack of Governance – Lack of standards – No barriers to entry – No ethical code – Fragmented Industry – Lack of transparency
  11. 11. #passion4digital @SophieIredale Recognition
  12. 12. #passion4digital @SophieIredale And much more

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