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

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  • Royle, Jo
  • Laing, Audrey

Abstract

Scholarly literature suggests digital marketing skills gaps in industry, but these skills gaps are not clearly identified. The research aims to specify any digital marketing skills gaps encountered by professionals working in communication industries. In-depth interviews were undertaken with 20 communication industry professionals. A focus group followed, testing the rigour of the data.

Suggested Citation

  • Royle, Jo & Laing, Audrey, 2014. "The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries," International Journal of Information Management, Elsevier, vol. 34(2), pages 65-73.
    • Handle: RePEc:eee:ininma:v:34:y:2014:i:2:p:65-73
    DOI: 10.1016/j.ijinfomgt.2013.11.008
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    References listed on IDEAS

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    1. Spiggle, Susan, 1994. "Analysis and Interpretation of Qualitative Data in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 491-503, December.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
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    Cited by:

    1. Aswani, Reema & Kar, Arpan Kumar & Ilavarasan, P. Vigneswara & Dwivedi, Yogesh K., 2018. "Search engine marketing is not all gold: Insights from Twitter and SEOClerks," International Journal of Information Management, Elsevier, vol. 38(1), pages 107-116.
    2. Belém Barbosa & José Ramón Saura & Dag Bennett, 2024. "How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses," The Journal of Technology Transfer, Springer, vol. 49(1), pages 69-103, February.
    3. Lipizzi, Carlo & Iandoli, Luca & Ramirez Marquez, José Emmanuel, 2015. "Extracting and evaluating conversational patterns in social media: A socio-semantic analysis of customers’ reactions to the launch of new products using Twitter streams," International Journal of Information Management, Elsevier, vol. 35(4), pages 490-503.
    4. Teuta Veseli-Kurtishi & Edlira Ruci, 2023. "The Impact of Digital Marketing on the Development of Tourism in Republic of Albania," Eurasian Journal of Social Sciences, Eurasian Publications, vol. 11(1), pages 1-11.
    5. Zarqa Shaheen Ali & Jiachen Song, 2022. "Digital Platforms and Real Estate Industry during COVID-19," International Real Estate Review, Global Social Science Institute, vol. 25(4), pages 499-523.
    6. Cheolho Yoon, 2023. "Factors Affecting the Adoption of Digital Marketing in Non-Profit Organizations: An Empirical Study," Administrative Sciences, MDPI, vol. 14(1), pages 1-15, December.
    7. Tsekouropoulos, Georgios & Koliouska, Christiana & Theocharis, Dimitrios & Andreopoulou, Zacharoula, 2018. "Green products: digital marketing and consumer behavior for sustainability," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 0(Issue 2).

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