Adding To The Noise

A critical view of new media, new technology and new marketing.

Filling The Digital Marketing Gap 19 Students At A Time

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The Online Marketing Institute (OMI), ClickZ, and Kelly services released results of their 2014 State of Digital Marketing Talent report.  This survey of 747 Fortune 500 marketing executives reveals there is a serious digital marketing talent gap. What’s more, this shortage of digital marketing skills is hurting sales and marketing ROI. The good news? If you have these skills, you are in high demand.

In my post “What To Do With Out-of-Date Advertising Professors?” I spoke about an Advertising Age article that talked about the underperformance of undergraduate marketing and advertising classes. An advertising agency owner quotes students saying things like, “Subjects like mobile marketing aren’t even offered at their schools” and “classes promise integrated marketing while delivering insights about only traditional tactics.” In light of this education gap, I would like to highlight one course that I offer through the Center for Leadership Education at Johns Hopkins University. Blogging & Online Copywriting  is attempting to build a bridge to the new digital language.

Digital Marketing, Online Copywriting, Digital Copywriting, Advertising, Education, Careers, Internships

As you can see in the graph above, the ClickZ, OMI, Kelly Services report highlights the missing skills that are creating the talent gap and potentially costing corporations market share. In my Blogging & Online Copywriting course we cover all these subjects: analytics, mobile, content marketing, social media, email marketing, marketing automation, SEO, digital advertising, and more. For example, one former student is now working at digital marketing tech firm HubSpot, the 2nd fastest growing software company within the INC 500.

Another insight from the study is that hiring managers say “sorting through resumes is time-consuming and applicants do not differentiate themselves from one another.” Blogging & Online Copywriting also teaches students to create their own professional blog that has helped many land valuable internships and their first jobs out of school. This helped that one student get her foot in the door at HubSpot as she talks about on the CLE Student Blog.

So for corporations saying they, “… haven’t been able to hire the specialist we need due to lack of talent or experience in our area.” I know of at least 19 Johns Hopkins students you may be interested in this Spring.

Yes, there is a digital marketing talent gap as much as 27% to 37% in key skill areas at Fortune 500 companies – Imagine what it is at other corporations, startups and small businesses. But with the gap, comes opportunity. ClickZ, OMI, and Kelly Services sum up the rewards of investing in digital marketing education:

  • For the global brand it means “major expansion and market share gains that would normally take tens of millions of advertising dollars.”
  • For the startup and small business it means “going from surviving to thriving.”
  • For the career minded student it means “one of the best paying and growth minded career opportunities ever.”
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Author: Keith A. Quesenberry

Marketing Professor with Industry Experience

2 thoughts on “Filling The Digital Marketing Gap 19 Students At A Time

  1. Great article professor, I can vouch for the value of these skills as well. After graduation, I worked in product marketing with Black & Decker and unsuccessfully tried to transition to digital marketing. From there, I looked for opportunities in Analytics/SEO and landed a great job with a leading public affairs digital agency within weeks of beginning the search.

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