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How would you rate the digital marketing skills that you possess? You would at least pass the test. A digital diagnostic tool containing 54 questions assessed the digital skills of 622 marketers (380 from Ireland). The tool covered the core disciplines in digital marketing, including strategy, planning, mobile marketing, search, display marketing, email marketing, and social media marketing. A shocking 8 out of 10 people (83%) failed to achieve entry-level competency.
Ireland’s digital expertise was also found to be significantly lacking in comparison with our international counterparts. Irish marketers scored shockingly 34% lower. What could the future hold for Ireland if its economic recovery depends on the digitalization of local businesses?
Ian Dodson is the Director and Co-Founder of the Digital Marketing Institute. He believes that Ireland’s economy will be significantly affected by the predicted 150,000 jobs in the digital sector and the internet economy, which is expected to reach EUR21.1bn.
The digital economy is at the forefront of Ireland’s economic revival, with hundreds of new jobs created monthly. If we don’t have the right professionals to fill these roles, Ireland may lose its position as a European hub for digital technology and as the European headquarters of many major digital companies. The threat becomes more serious as talent pools in emerging economies grow.”
Twitter’s Expert Opinion
Don O’Leary, Director of Sales for Twitter (UK and Ireland), commented on these findings: “Digital Marketing has revolutionized how businesses connect with their market.” If Irish business leaders do not embrace and invest in the change, they may lose to international competitors, transforming this opportunity into a distinct competitive advantage.
Additional Findings
Entry-level marketers perform 26% better than those with over 20 years of experience.
Smaller companies are finding it difficult to adapt. Small businesses scored 25 percent lower than their medium-sized counterparts.
Dublin is leading the digital race. Dublin’s digital abilities are 57% higher than the rest.
Women are stronger than men. They outperform men by 11%.
What is Digital Diagnostics
The Digital Diagnostic is a digital marketing assessment based on industry knowledge. We at the Digital Marketing Institute were eager to quantify the digital marketing skills of professionals in Ireland and around the globe. We built a tool to do just that. Do you want to know how you compare to other people in the country regarding digital skills? Test your digital skills for free.
What is in the full report
There are many more statistics and analyses of Ireland’s digital skill gaps… The Digital Skills Report includes a breakdown of the digital marketing skills based on industry, location and years of experience in marketing, company size, location, gender, and specialism. Learn how the hospitality, leisure, and tourism sector compares with the food and beverage industries and where Ireland’s best digital skillset is located (hint: it’s right in your hands).
Our digital skills report contains statistics, facts, and insights on Ireland’s future digital economy.
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