2021年网络营销技能基准报告（英）-52页_1mb

报告摘要

Digital Marketing Skills Benchmark 2021 Summary

Core Content

The Digital Marketing Skills Benchmark 2021 report highlights the evolving landscape of digital marketing skills across various industries and roles in the UK. Despite the rapid advancement of digital technologies and increased reliance on digital channels, the overall level of digital marketing skills has stagnated or declined in most areas. The report emphasizes the need for continuous learning and the development of a broader, more generalist marketing skillset, especially in light of the challenges posed by the pandemic and the fast-paced changes in the digital environment.

Main Findings

Overall Trends

Stagnation or decline in most digital marketing disciplines between 2020 and 2021.
Only 'General Marketing' showed a significant improvement, with a 7% increase in scores.
Email Marketing saw a 1% improvement, while others like PPC and SEO showed slight gains.
Analytics & Data, Content Marketing, and Social Media experienced the most notable declines, with 6%, 4%, and 2% drops respectively.
The overall complexity of digital marketing has increased, making it harder for marketers to keep up with the latest tools and strategies.

Skills Alignment with Seniority

A closer alignment between seniority and digital marketing skills was observed.
However, all levels of seniority saw a decline in skills since 2020.
Senior roles still face stagnation in skill development, especially in management and strategic roles.

Quintile Breakdown

The majority of respondents fall into the lowest two quintiles (0-40% scores) in most disciplines.
Content Marketing has the largest group in the lowest quintiles, indicating a significant skills gap.
Analytics & Data and Usability also show a high percentage of people in the lowest quintiles, which is concerning due to their impact on overall marketing performance.

Industry Performance

Industry	Key Findings
Agencies	Scored well overall, with 24% in top two quintiles.
Automotive	Notable improvement in Content Marketing, but SEO saw a significant drop.
Beauty and Cosmetics	Improved in Analytics & Data, Digital Strategy, and Content Marketing.
Charity	Still focused on Email Marketing, but Digital Strategy and General Marketing improved.
Construction and Property	Poor overall performance, but Ecommerce showed some improvement.
Consultancy	Mixed results with 19% in top two quintiles.
Consumer Goods	Skills declined across most disciplines.
Ecommerce/Online	Showed some improvement, but still lagged behind other areas.
Education and Training	General skills declined, but General Marketing improved.
Electronics and Engineering	Declined in most disciplines, but Usability showed a slight increase.
Events and Conferences	Skills declined, with Social Media and Content Marketing showing the most significant drops.
Fashion	General skills declined, but General Marketing improved.
Financial Services	Mixed results with Ecommerce and General Marketing showing improvements.
Food and Drink	Skills declined in most disciplines.
Gaming	General skills declined, but General Marketing improved.
Healthcare	Declined in most disciplines, but General Marketing improved.
Insurance	Skills declined, with Content Marketing and Social Media showing the most significant drops.
IT/Technology/Telecoms	Improved in General Marketing and Usability, but declined in Analytics & Data.
Leisure/Entertainment/Sport	Declined in most disciplines, with Content Marketing and Analytics & Data showing the largest drops.
Legal and Accountancy	Declined in most disciplines, with Social Media and Content Marketing showing the largest drops.
Luxury Goods	General skills declined, but General Marketing improved.
Manufacturing	Declined in most disciplines, but General Marketing improved.
Media and Publishing	Declined in most disciplines, with Content Marketing and Analytics & Data showing the largest drops.
Pharmaceutical	Declined in most disciplines, with Social Media and Content Marketing showing the largest drops.
Professional Services	Declined in most disciplines, with Content Marketing and Social Media showing the largest drops.
Public Sector	Declined in most disciplines, with Social Media and Content Marketing showing the largest drops.
Recruitment and HR	Declined in most disciplines, with Social Media and Content Marketing showing the largest drops.
Retail	Declined in most disciplines, with Content Marketing and Social Media showing the largest drops.
Travel/Tourism/Hospitality/Catering	Declined in most disciplines, with Content Marketing and Social Media showing the largest drops.

Key Insights

The demand for generalist marketers has increased, particularly in managerial and executive roles, as organisations adapt to a rapidly changing digital environment.
Continuous learning is essential for maintaining and improving digital marketing skills, as one-off training is no longer sufficient.
Agencies outperformed other industries, showing a strong alignment with digital marketing skills, especially in General Marketing and Email Marketing.
Analytics & Data and Usability are critical areas where many marketers are struggling, which could hinder their ability to make data-driven decisions and improve marketing effectiveness.
The majority of professionals are in the lowest quintiles, indicating a widespread skills gap that needs to be addressed.

Conclusion

The Digital Marketing Skills Benchmark 2021 underscores the importance of general marketing knowledge and the need for ongoing skill development. While some industries and disciplines showed improvements, the overall trend indicates that many marketers are falling behind in digital capabilities. The report serves as a call to action for organisations to invest in training and development, and for individuals to embrace a culture of continuous learning in order to remain competitive in the digital marketing landscape.

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