Advisory: Digital Marketing Core Competencies

Please note: You must be subscribed to the DMT, CMS research stream(s) to download this advisory. Please log in if you're subscribed to any of those research streams. Otherwise, see subscription details here.

The current digital marketing and web content & experience management marketplaces overflow with advanced technology services. Unfortunately, most enterprises have insufficient internal capacity and expertise to leverage many if not most of the features found in these tools.

One solution is to recruit new employees with the right skills, but people with advanced digital marketing experience remain in very high demand.

A savvy enterprise will invest in internal competency building. This could entail several different steps — most notably around education for both marketing and IT departments in core concepts and technologies. But where do you start?
This paper identifies a comprehensive curriculum for digital marketing knowledge and skill building, with advice on how to prioritize your educational investment.