The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries

International Journal of Information Management

Volumn 34, Issue 2, 2014, Pages 65-73

  Royle, Jo ^a   Laing, Audrey ^a  

^a ROBERT GORDON UNIVERSITY   (United Kingdom)

Author keywords

Communication; Digital; Marketing; Skill gap; Social media

Indexed keywords

COMMERCE; COMMUNICATION;

COMMUNICATION INDUSTRY; DIGITAL; EVALUATION METRICS; IN-DEPTH INTERVIEWS; SKILL GAP; SOCIAL MEDIA; STRATEGIC INTEGRATION; TECHNOLOGICAL CHANGE;

MARKETING;

EID: 84890531323     PISSN: 02684012     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijinfomgt.2013.11.008     Document Type: Article

References (51)

1. E. Akar, and B. Topcu An examination of the factors influencing consumers' attitudes toward social media marketing Journal of Internet Commerce 10 2011 35 67
2. H. Bakhshi, and J. Mateos-Garcia Rise of the Datavores: How businesses analyse and use online data 2012 NESTA London http://www.nesta.org.uk/library/ documents/Datavores.pdf Accessed 07.11.13
3. M. Brady, M.R. Fellenz, and R. Brookes Researching the role of information and communications technology (ICT) in contemporary marketing practices Journal of Business and Industrial Marketing 23 2 2008 108 114
4. E. Brynjolfsson, and M. Schrage The new, faster face of innovation: Thanks to technology, change has never been so easy-or so cheap Wall Street Journal and Sloan Management Review 2009 Accessed 12.11.11
5. J.S. Bughin, A.G. Shenkan, and M. Singer How poor metrics undermine digital marketing McKinsey Quarterly 1 2009 106 107
6. C. Buzzard, V.L. Crittenden, W.F. Crittenden, and P. McCarty The use of digital technologies in the classroom: A teaching and learning perspective Journal of Marketing Education 33 2 2011 131 139
7. J.W. Creswell Research design 2nd ed. 2003 Sage London
8. P. Crush Filling the digital skills gap Marketing 13 July 2011 33 34
9. G.S. Day Closing the marketing capabilities gap Journal of Marketing 75 2011 183 195
10. R. Deiser, and S. Newton Six social-media skills every leader needs McKinsey Quarterly 1 2013 62 75
11. M. Denscombe The good research guide: For small scale social research projects 4th ed. 2010 McGraw-Hill Open University Press Maidenhead
12. Department of Media Culture and Sport Creative industries mapping document 2nd ed. 2001 Department of Media Culture and Sport London https://www.gov.uk/government/publications/creative-industries-mapping- documents-2001 Accessed 20.05.13
13. Digital Hub The digital hub enterprise survey 2007 2008 Digital Hub Dublin http://uploads.thedigitalhub.com/EnterpriseSurvey/ DigitalHubEnterpriseSurvey2007.pdf Accessed 09.02.12
14. T. Fisher ROI in social media: A look at the arguments Database Marketing and Customer Strategy Management 16 3 2009 189 195
15. N. Granitz, and L. Pitt Teaching about marketing and teaching marketing with innovative technology: Introduction to the special edition Journal of Marketing Education 33 2 2011 127 130
16. K.M. Grant, R. Hackney, and D. Edgar Informing UK information management pedagogic practice: The nature of contemporary higher education culture International Journal of Information Management 30 2 2009 152 161
17. J. Hamill, S. Tagg, A. Stevenson, and T. Vescovi Editorial: Special edition - New developments in online marketing Journal of Marketing Management 26 3-4 2010 181 186
18. D.L. Hoffman, and T.P. Novak Marketing communication in a digital era Marketing Management 20 3 2011 36 43
19. J. Jarvinen, A. Tollinen, H. Karjaluoto, and C. Jayawardhena Digital and social media marketing usage in N2N industrial section Marketing Management Journal 22 2 2012 102 117
20. A.M. Kaplan, and M. Haenlein Users of the world, unite! The challenges and opportunities of social media Business Horizons 53 2010 59 68
21. T. Klingberg The overflowing bra information overload the limits of working memory 2009 Oxford University Press New York
22. L. Kung Strategic management in the media: Theory to practice 2008 Sage London
23. S. Kvale, and S. Brinkmann InterViews: Learning the craft of qualitative research interviewing 2nd ed. 2009 Sage London
24. P. Levy, and C. Birkner Digital marketing 2011: What you need to know Marketing News 45 3 2011 10 14
25. B. Lowe, and D. Laffey Is twitter for the birds? Using twitter to enhance student learning in a marketing course Journal of Marketing Education 33 2 2011 183 192
26. A. McAfee, and E. Brynjolfsson Big data: The management revolution Harvard Business Review October 2012 2012 60 68
27. N. Michaelidou, N. Siamagka, and G. Christodoulides Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands Industrial Marketing Management 40 7 2011 1153 1159
28. A.C. Micu, K. Dedeker, I. Lewis, R. Moran, O. Netzer, and J. Plummer Guest editorial: The shape of marketing research in 2021 Journal of Advertising Research 51 1 2011 213 221
29. M.B. Miles, and A.M. Huberman Qualitative data analysis: An expanded sourcebook 2nd ed. 1994 Sage London
30. J. Miller, and B. Glassner The "Inside" and the "Outside": Finding realities in interviews D. Silverman, Qualitative Research 3rd ed. 2011 Sage London
31. G.S. Mort, and J. Drennan Mobile digital technology: Emerging issues for marketing Journal of Database Marketing 10 1 2002 9 23
32. F. Mulhern Integrated marketing communications: From media channels to digital connectivity Journal of Marketing Communications 15 2-3 2009 85 101
33. NMA Newsdesk Govt bids to fill digital skills gap New Media Age 13 December 2007 1
34. N.J. Payne, C. Campbell, A.S. Bal, and N. Piercy Placing a hand in the fire: Assessing the impact of a YouTube experiential learning project on viral marketing knowledge acquisition Journal of Marketing Education 33 2 2011 204 216
35. P. Preston, A. Kerr, and A. Cawley Innovation and knowledge in the digital media sector Information, Communication and Society 12 7 2009 994 1014
36. S. Quinton, and P. Fennemore Missing a strategic marketing trick? The use of online social networks by UK charities International Journal of Nonprofit and Voluntary Sector Marketing 18 2013 36 51
37. D.M. Raab New metrics for social media Information Management 21 6 2011 24 25
38. D.J. Reibstein, G. Day, and J. Wind Guest editorial: Is marketing academia losing its way? Journal of Marketing 73 2009 1 3
39. R. Schlee, and P.K.R. Harich Knowledge and skill requirements for marketing jobs in the 21st century Journal of Marketing Education 32 3 2010 341 352
40. Scottish Enterprise Digital inspiration: A strategy for Scotland's digital media industry 2012 http://www.digitalinspiration.org.uk/Digital- Inspiration.pdf Accessed 28.02.12
41. Scottish Enterprise Grow your business 2013 http://www.scottish- enterprise.com/grow-your-business/innovation/foresighting-reports.aspx Accessed 03.06.13
42. Scottish Government Scotland's digital future: A strategy for Scotland 2011 http://www.scotland.gov.uk/Publications/2011/03/04162416/0 Accessed 09.09.11
43. G. Simmons Marketing to postmodern consumers: Introducing the Internet chameleon European Journal of Marketing 42 3/4 2008 299 310
44. Simply Digital Marketing What is digital marketing? 2012 http://www.simplydigitalmarketing.com/what-is-digital-marketing Accessed 17.02.12
45. S. Spiggle Analysis and interpretation of qualitative data in consumer research Journal of Consumer Research 21 1994 491 503
46. Technology Strategy Board Digital: Strategic update 2010 http://www.innovateuk.org/-assets/pdf/corporate-publications/ tsb-digitalstrategicupdatev2final.pdf Accessed 14.09.11
47. M.J. Valos, M.T. Ewing, and I.H. Powell Practitioner prognostications on the future of online marketing Journal of Marketing Management 26 3-4 2010 361 376
48. M.-A. Weiss The use of social media sites data by business organizations in their relationship with employees Journal of Internet Law 15 2 2011 16 27
49. F. Wood Mind the gap The Bookseller 5486 2011 22 26
50. N. Woodcock, A. Green, and A. Starkey Social CRM as a business strategy Database Marketing and Customer Strategy Management 18 1 2011 50 64
51. C. Wymbs Digital marketing: The time for a new "Academic Major" has arrived Journal of Marketing Education 33 1 2011 93 106