The Digital Knowledge Survey 2014 will examine the impact of digital on marketing and media professionals and aims to set global benchmarks for digital skills levels across agency, media owner and client businesses. According to a statement, “the findings will help organisations identify gaps in their digital knowledge and aid industry bodies in identifying how they can help their members with integrated talent development”.
In the statement, Niall McKinney, founder and CEO of The Knowledge Engineers, said: “As digital overtakes print to be the second largest advertising medium globally, it is essential for organisations to understand whether they have the right skills to maximise their digital opportunity. Previous research undertaken by The Knowledge Engineers has uncovered that only a quarter of marketers said they were confident in delivering digital services and half find it difficult to stay up to date with changes in digital marketing and creative technology. The Digital Knowledge Survey 2014 will provide invaluable insight for marcoms businesses and give them a blueprint for talent development in 2014.”
Industry media and trade bodies including Haymarket Business Media—The Knowledge Engineers’ strategic partner—and the IPA, EACA and IAB Australia are supporting the survey.
The Knowledge Engineers will publish a definitive white paper on digital talent including full results and analysis. All respondents to the survey will receive a free copy of the white paper. In addition, they will each receive three months’ free access to 12ahead, an online innovation service for the marketing and media industry.
Organisations will also have the option to buy confidential reports that identify their individual strengths and weaknesses and benchmark their skills against the industry.
The Knowledge Engineers’ clients include Google, WPP, Time Warner and L’Oréal.