Digital Chameleon Releases 2014 Digital IQ Index

Digital Chameleon Releases 2014 Digital IQ Index

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

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
  • Opinion

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024

Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Opinion

by B&T Magazine

B&T Magazine
Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
  • Marketing

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader

Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Assembled Media Inks TikTok Creator Campaign for BIC
  • Campaigns

Assembled Media Inks TikTok Creator Campaign for BIC

Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]