Digital marketing budgets are growing at a breakneck pace, but according to a new report, investments in the essential digital marketing skills needed to handle these larger budgets is lagging far behind. This is particularly true in high-engagement channels and capabilities, such as mobile, video and testing. Translation: although spending on digital technology may be up, the performance of marketers continues to remain stagnant.
BCG, in their recently published report, “A Disconnect and a Divide in Digital-Marketing Talent,” cites that worldwide spending on digital advertising topped $180 billion dollars in 2016, and double-digit growth is expected for 2020.
More troubling, is that these marketers’ scores didn’t budge within an 18-month period. This signals a growing divide between mega digital advertising budgets and the strength of the capabilities that actually generate strong return on investment (ROI).
I’m on the front lines, and I see this every day.
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