the future of digital marketing - sophie iredale #passion4digital
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#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.
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The Digital Marketing Skills Gap
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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)
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78% of digital marketing clients have concerns about the competency of their digital marketing partner/agency
(Hunt, 2014 – Online Marketing Institute)
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This is happening at a time of critical mass…
6
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
0.470.83
1.372.02 2.18
3.35 3.544.10
4.815.42
6.30
7.19
8.61
9.71
10.90
IAB UK Digital Ad Spend (£bn)
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• 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
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• “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)
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• The Digital Marketing Skills Gap
9
•The Digital Marketing Governance Gap
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•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
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Recognition
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And much more