Digital Chameleon Releases 2014 Digital IQ Index

Digital Chameleon Releases 2014 Digital IQ Index
SHARE
THIS


What best describes you?

The gap between the digital and non-digital media, brand and agency teams is widening, according to Digital Chameleon’s second Digital IQ Index.

Four major insights were discovered after analysing the data; digital knowledge still resides in specialist terms, the skills parity of brand, agency and media, a growing strength in owned media categories and older and emergent sectors require additional focus.

Check out the full release below.

"Digital Chameleon Releases 2014 Digital IQ Index™

Study reveals digital literacy still sits in specialist digital groups and the gap is widening between digital and non-digital teams

Sydney, 17 March, 2014: Digital Chameleon has today released their second Digital IQ Index™ – a data snapshot of 625 participants that has revealed a widening gap between digital “haves” and “have nots” amongst brand, agency and media teams – even as digital continues to emerge as the operative core for 21st century sales and marketing organisations.

Four major insights have been uncovered:

Digital Knowledge Still Resides in Specialist Teams

There is a significant gap of knowledge between general sales and marketing teams and digital specialists. Individuals who scored well were generally from digital teams, and that knowledge wasn’t distributed outside of those teams. Digital knowledge still resides in a very small percentage of media, brand and agency staff, at the same time that digital is becoming a central focus of marketing. As digital becomes more complex, there is a danger that the gap between the digital have’s and have-not’s will accelerate.

The Skills Parity of Brand, Agency and Media
There is virtually no daylight between brands, agencies and media in terms of skill levels. All three sectors are effectively unprepared to manage and execute digital marketing campaigns. If agencies are unable to provide more value in this area, brands will have no option but to develop internal expertise quickly to remain competitive, and will force a re-examination of the brand-agency-media relationship.

Growing Strength in Owned Media Categories

Significant portions of both brand and agency teams were found to have proficiency in both Social Media and Content Marketing (Media respondents were not assessed on either of these disciplines). This may represent an intersection of classic below-the-line marketing responsibilities, a generational familiarity with online content and community, and a drive to reduce costs. One concern is that this expertise tended to exhibit itself in a core part of the team and not as a general skill set (Specialists versus Generalists). 

Older and Emergent Sectors Require Additional Focus
Despite arguably being the first widespread digital marketing skill set, proficiency in Online Advertising remains woefully low – almost 20 years after the first banner ad appeared! This lack of proficiency extends across all three sectors, including Media whose business model is most tightly associated with it. One reason for this lack of knowledge might be the continual reinvention of this discipline, with constant evolutions involving developments like programmatic buying and online video requiring skills updating. Not surprisingly, both brands and agencies are also failing to cover the skills gap in the newest digital discipline of Data & Analytics.

“For leaders who are prepared to fill their digital skills gaps and ease the pressure on their digital specialists by ensuring all team members have a working knowledge of digital, this will be a period of opportunity and growth.  For those who aren’t, the next few years will become even more competitive, challenging, and potentially brand-ending,” said Patty Keegan, Managing Director of Digital Chameleon.

Digital Chameleon’s bespoke Digital IQ Index™ was first launched in November 2012 and focused on the results of 350 respondents working for agencies, media businesses and brands across Australia. The participants were queried about their own levels of confidence around a number of standard digital skills areas, ranging from display (online) advertising to social media.  In addition they were surveyed as to their attitudes towards digital trends and learning modalities.

Whilst the first Index was based on self-reported confidence levels, the 2014 Index relies on actual responses to a standard skills assessment tool taken by 625 participants. Those respondents included 361 media (magazine and newspaper teams), 131 brand (products and services) and 133 agency (creative, media buying and full-service). Team sizes ranged from 20 -180 people.

The assessment is made up of 32 questions and is accessed online by learners in Digital Chameleon programs. These questions sought to capture familiarity with common concepts, processes and definitions used in basic digital marketing planning and execution. Four major digital marketing disciplines were reflected in the assessment, including Online Advertising, Social Media, Content Marketing and Data & Analytics.  Eight questions relating to each of these four disciplines were asked of the participants. 

Participants were grouped into one of four categories: Uninformed (unable to engage), Partially Informed (barely able to engage), Proficient (proficiency in basic concepts), and Highly Proficient (highly proficient around topic). Participants in the first two categories (Uninformed, Partially Informed) were found to be lacking sufficient knowledge to engage in digital marketing decision-making around that discipline. Those in the second two categories (Proficient and Highly Proficient) had the skills and knowledge to make effective decisions around that particular digital marketing discipline.  

In summary, despite a growing shift of resources and budget to the development of digital marketing strategies, platforms and channels, the actual skill levels to effectively manage and execute digital marketing programs are absent outside of digital teams."

Please login with linkedin to comment

Latest News

ABC Replaces Lateline With New 10.30pm National News Bulletin
  • Media

ABC Replaces Lateline With New 10.30pm National News Bulletin

The ABC has announced it will replace its axed current affairs program Lateline with a half-hour news bulletin to be hosted by seasoned presenter Jeremy Fernandez. The 30-minute late-night edition news will air Monday-to-Friday Australia-wide from 29 January. Fernandez will also continue to present the NSW 7pm News on Fridays and Saturdays. ABC Director, News Gaven […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]

Study: Brand Loyalty Hinges On Customer Support Experiences
  • Marketing

Study: Brand Loyalty Hinges On Customer Support Experiences

Fast and effective support will be a competitive differentiator for companies looking to win over digitally transformed customers and employees, new research has revealed. According to a study by IDC and LogMeIn titled Support Services as a Competitive Differentiator, nearly 67 per cent of consumers said that customer satisfaction was more important than price when […]

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform
  • Advertising
  • Media

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform

The Outdoor Media Association (OMA) has announced the appointment of Red Ant Design to build the out-oh-home (OOH) industry’s first automated proposal platform (APP). After an extensive global search and industry consultation, the decision to build the system in-house with a local Australian company was made. The APP will be built in an agile process, […]