Less than half of senior staff have confidence in their organisation's digital knowledge, report claims

Less than half of senior management within organisations believe that the digital knowledge of their business is excellent or good, research has found.

According to econsultancy report Digital Marketing: Organisational Structures and Resourcing, which highlights research from 171 digital marketing and e-commerce managers across 15 different sectors, with 43% highly rating their company’s digital knowledge.

It was also found that 62% of senior managers felt that they had a good grasp of the potential that digital offers, while 61% cited a lack of digital training as a factor of their organisation’s shortcoming within the platform, as 16% rated their businesses’ knowledge as ‘poor’.

38% also identified a lack of investment in resourcing and training, despite 87% saying that digital training was a high or medium priority for the digital marketing team.

Author of the report, Neil Parking, found of Only Dead Fish, commented: “Marketing teams are going through a period of unprecedented change where roles, structures and processes are all under review. It is no longer the case that senior management within organisations are failing to embrace digital channels, but the fact that investment in training is low suggests there is a disconnect between intent and action.”

Four steps are also outlined within the report (and available to view below) for facilitating digital marketing change:

1. Having a clear mandate for change: Identifying a requirement and benefit up front helps mitigate resistance and inertia.

2. Identifying totems in the business: Totems that can provide real examples of best practice in new areas that other staff, teams and departments can follow.

3. Budgeting for experimentation: Allocating a proportion of the budget specifically directed at experimentation is one way in which companies have successfully accommodated a greater rate of change.

4. Early and tangible demonstration of value: Identifying and agreeing the metrics that will determine success, and providing early evidence of success allows for further investment.

The full report can be downloaded here.

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