Marketers say Australia has a 'lack of digital talent'

By Chris Pash | 6 August 2019

Marketers in Australia report one of their key challenges is a lack of digital talent, according to an annual survey by Digital strategy agency ntegrity.

The Australian Digital Success Report is based on qualitative research with brands, such as Dyson, Bupa, Target, WorldVision and Greenpeace, as well as quantitative surveys taken of more than 300 marketers, including senior executives and department heads, conducted over five months.

The report measures the digital confidence levels of Australian companies and aims to understand the use and value of martech tools, and the most important drivers of digital success.

One of the largest challenge companies face is knowing what to invest in. This is a consequence of there being more than 7000 platforms, software and technologies available to choose from, ranging from Salesforce and Facebook, to Hubspot, Adobe, Google, Mailchimp and Buffer.

The number two challenge companies face is training staff on how to use the technology.

One in four companies experience buyer’s remorse after buying into a martech platform that fails to live up to its promise.

Another one in four companies are unable to use the martech they’ve invested in (not as simple as expected).

The report shows a digital talent shortage is a big problem for marketers. 

Three quarters (76%) of companies reported finding digital talent a challenge, with 42% saying it is their greatest challenge.

Against the backdrop of these findings, the report discovered 48% of businesses are increasing their spend on training or development for existing staff.

Richenda Vermeulen, founder and CEO of ntegrity, says Australian companies growing in revenue are investing in digital training for their staff.

"When leaders prioritise investment in training, they retain talent and grow revenue more rapidly," says Vermeulen.

"We need to stop thinking about staff perks, like a Christmas party or beer fridge, as investments that drive a culture of performance, and instead, think about the professional development of our workforce.”

The Australian Digital Success Report is being launched on Thursday 15 August in Melbourne. 

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