Seven out of ten digital marketers believe they have equal or more digital expertise than their managers and over half think their co-workers lack the skills needed to run successful campaigns.
These statistics come from Responsys’ third annual Big Australia Report, which revealed there is a widening gap in the skills of Australian digital marketers.
Simon O’Day, the Vice President of Responsys Asia-Pacific, believes this gap could eventually lead to older workers being bumped out of their positions by younger, more tech savvy individuals.
It is clear that the next generation of talent is hot on the heels of those in more senior positions. Unless Australian marketers start moving with the times, in a few more years we may see the younger, savvier digital marketers landing the top strategic jobs in favour of their counterparts with more years on the clock.