Is this the most in-demand digital marketing skill?

With the wealth of data available today, the top digital marketing skill that Singaporean firms are looking for is knowing how to use it. A new survey by digital research and training firm Econsultancy found that three in five organisations rank data analytics as their top digital marketing skills gap.

The survey was conducted in partnership with the National Trades Union Congress (NTUC) U Associate and supported by Workforce Singapore (WSG).

Other digital-related areas that firms report skills gap in are content marketing (59%), mobile marketing (43%), SEO (43%), and digital marketing fundamentals (40%). In line with these gaps, the survey found that the areas that organisations are most likely to plan to outsource or recruit for are content marketing, SEO, and data analytics.

Digital marketing consists of a vast array of platforms and skillsets to navigate. But automation platforms have expedited a lot of these processes, bridging the skills gap by removing the need for dedicated teams to manage them. However, the survey found that firms still plan on recruiting or outsourcing specialists in three key areas: Facebook advertising, copywriting, and mobile marketing.

Respondents of the survey said that the best way to learn these missing skills would be through day-long workshops that incorporated case studies, guest presentations, and group discussions.

According to Vivek Kumar, assistant director-general of NTUC, organisations looking to improve in these areas have a number of groups ready to assist them.

“We would tap into our growing network of U Associate professional guilds, U Circle MNCs, and other partners to offer suitable training and exposure programmes to keep our talent globally competitive, not only for current jobs, but also emerging jobs,” he said.


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