The Interactive Advertising Bureau (IAB) has launched two new professional certifications to plug the local skills gap in data and electronic customer relationship management (eCRM) as well as search and mobile marketing.
The new global qualifications are in response to request from media buyers and clients for an industry benchmark to set apart people “who are truly educated in digital media”.
They are also in response to research which found that while Australians are more confident delivering digital marketing activity there are gaps of knowledge.
Thirty-six per cent of Australian respondents said they were completely confident deliver digital marketing, compared to 33% worldwide, 21% in the US and 35% in the UK.
Australians are also more motivated, with 80% describing themselves as ‘very motivated’ to learn more about digital marketing compared to 69% in the UK and 70% in the US.
But 80% of local respondents said they are ‘not fully confident’ in data and eCRM, search and mobile marketing, the IAB and The Knowledge Engineers study found.
The Digital Media Sales Certification (DMSC) and Digital Ad Operations Certification (DAOC) will strive to answer those gaps.
The IAB Certification Program is a controlled, assessment-based qualification that is awarded by passing a two hour multiple-choice exam during the quarterly test windows.
Exam content is created by industry experts and vetted by a third-party testing organisation.
The certification is valid for two years.
Alice Manners, CEO of IAB Australia, said: “The IAB Certification Program will deliver the highest industry credential created by the industry, for the industry and is globally recognized. IAB Australia is committed to ensuring Australia remain amongst the leaders in digital media and are excited to be providing both the education and certification pathways to achieve this.”
Danny Bass, chief investments and intelligence officer for GroupM, added: “Working with IAB Certified partners will provide us with reassurance of their expertise and credibility and will help differentiate them from their peers. We look forward to working with the first IAB Certified experts in the market in the coming months.”