Marketing professionals have long acknowledged the skills gap in terms of digital marketing capabilities. Despite this industry-wide recognition, consumer behaviour in the digital space is still accelerating much faster than the skills of marketers. A group of senior marketing professionals recently sat down with Google and EMR to discuss this disparity.
A conversation began around several key questions. What challenges do businesses face when addressing the skills gap? What solutions have been found to effectively remedy this? In true Google style, a life-size mind map quickly began to take shape on the meeting room walls. As the colourful post-its from each senior marketer were posted up, a number of clear trends emerged.
One common frustration felt around the room was with the lack of action from the top. Leaders are talking the talk but where is the evidence of commitment and investment in developing digital capabilities? There were two primary reasons identified by the group as to why addressing the skills gap is still largely reactive.
The first and most obvious of these is lack of budget and investment. However, as stated by the group, improving the digital expertise within a business is an inevitable and worthwhile investment that needs to be recognised by those most senior and influential. For the greatest chance of change, the push for development has to come from the top.
What’s more, while industry leaders may recognise the problem, do they understand it? A distinction needs to be made between acknowledging a lack of digital capabilities within a business and understanding what these specific capabilities are and what impact this is having, both internally and across the industry. Once these finer concepts are grasped, the next step is for those in leadership roles to play an active part in bridging the gap.
It is becoming increasingly important for companies not to see themselves, and their talents, in isolation. Too often a business will take an inward look when reviewing their marketing capabilities. The time has come to identify how the gaps in their company align with those of the industry as a whole. A holistic understanding will eventually lead to an industry benchmark of digital capabilities. With a benchmark in place, companies can more accurately recognise where the specific gaps are within their marketing team and assess how these measure up against those in their competitive environment.
With a relative consensus across the group as to the challenges faced, there were differing views as to how to address the skills gap.
The debate stemmed around the question of whether to grow or buy your talent. Is it more valuable to invest in up-skilling the staff already within the business? Or it is better to hire external capabilities? Choosing to digitise the skills of current staff ensures you retain the insider understanding of the business and is likely to help retain talented staff members. The opposing argument, however, would proclaim it’s faster to hire external talent and the business avoids investing in staff who then take their newly acquired skills elsewhere. The room conceded that different approaches might be needed for different levels.
While the skills gap has long been recognised by marketing professionals, it needs to be understood from the perspective of the individual, the business, and the industry as a whole. This holistic appreciation is something that Google’s Talent Revolution Survey looks to encourage. As an increasing number of businesses take part in this extensive survey, a model structure for digital marketing practices is forming, and with it an industry benchmark can be set. The Talent Revolution’s second annual report will be released in September enabling businesses to better understand where they lack digital capabilities and consequently work to closing the skills gap.
Register a vacancy Talent Revolution Survey
Sign up for more insights

Related jobs
Salary
£60000 - £75000 per annum + 30 days AL, Private Medical & 10% pens
Location
City of London, London
Job Type
Fixed Term Contract
Discipline
Bids & Tenders
Marketing (general)
Seniority
Manager
Salary
£60,000 - £79,000
Sector
Financial Services
City
London
Description
A well known Legal Consultancy is seeking a Proposal & Bids Specialist on a 9-12 month fixed term contract to take the lead of multiple bids and proposal processes.
Reference
PR/132635_1748446310
Expiry Date
01/01/0001
Author
Tom BrocktonAuthor
Tom BrocktonSalary
£75000 - £77000 per annum + Bonus + Benefits
Location
London
Job Type
Permanent
Discipline
B2B
Seniority
Manager
Salary
£60,000 - £79,000
Sector
Financial Services
City
London
Description
Campaign Manager - B2B Property
Reference
RPIT_1747574414
Expiry Date
01/01/0001
Author
Ronak PatelAuthor
Ronak PatelSalary
Bonus
Location
City of London, London
Job Type
Permanent
Discipline
Event Marketing
Seniority
Assistant
Salary
£30,000 - £44,999
Sector
Financial Services
City
London
Description
Events Coordinator
Reference
RPD_1747409577
Expiry Date
01/01/0001
Author
Ronak PatelAuthor
Ronak PatelSalary
£400 - £500 per day
Location
London
Job Type
Contract & Interim
Discipline
Change Communications
Seniority
Manager
Salary
£500 - £749
Sector
Education
City
London
Description
Change Communications Consultant - £400 - £500 per day - 6 month contract
Reference
CR/132633_1747317524
Expiry Date
01/01/0001
Author
Sam BrimbleAuthor
Sam BrimbleSalary
£400 - £500 per day
Location
London
Job Type
Contract & Interim
Discipline
Account Management
Seniority
Manager
Salary
£500 - £749
Sector
Financial Services
City
London
Description
An exciting new contract opportunity to join a newly formed team in one of the largest names in payments globally.
Reference
CR/132632_1747237535
Expiry Date
01/01/0001
Author
Sam BrimbleAuthor
Sam BrimbleRelated posts

Teaser
Hiring adviceContent Type
ArticlesPublish date
05/27/2025
Summary
As employers enter the second half of 2025, the pressure to remain commercially resilient while managing ongoing cost constraints is shaping how hiring decisions are made. Amid continued salary stag

Teaser
Hiring adviceContent Type
ArticlesPublish date
04/30/2025
Summary
The landscape of hiring a marketer has changed. A solid job spec isn’t the be all and end all anymore. Today’s marketing professionals are making career moves with more intention than ever. Marketers

Teaser
Hiring adviceContent Type
ArticlesPublish date
04/30/2025
Summary
When it comes to hiring the right marketing professionals, getting the job description right is crucial. Knowing how to write a job description means you’re doing more than just list responsibilities

Teaser
Hiring adviceContent Type
ArticlesPublish date
04/14/2025
Summary
Three days in the office. No change in salary. Hybrid working is evolving. What does that mean for employees and employers in 2025?What was once presented as a benefit is now a source of tension. Acro

Teaser
Hiring adviceContent Type
ArticlesPublish date
03/31/2025
Summary
Looking Back at 2024For much of 2024, marketing recruitment across the UK has contended with a series of setbacks. The latest data from the Office for National Statistics showed a steady decline in

Teaser
Hiring adviceContent Type
ArticlesPublish date
03/20/2025
Summary
Attracting top-tier marketing talent is challenging. The best candidates often have multiple options, allowing them to pick out a company they would feel proud to work for. This is where the power of

Teaser
Hiring adviceContent Type
ArticlesPublish date
03/20/2025
Summary
Hiring a marketing manager is no small task. Marketing plays a pivotal role in any business, and the right hire can send both brand perception and revenue on an upward trajectory. From campaign execu

Teaser
Hiring adviceContent Type
ArticlesPublish date
03/05/2025
Summary
With Employer National Insurance (NI) contributions set to rise in 2025, businesses must rethink their hiring strategies, particularly in marketing, where agility and cost-efficiency are key. Hiring d

Teaser
Hiring adviceContent Type
ArticlesPublish date
02/28/2025
Summary
Does your business need expert marketing leadership but isn’t ready for a full-time hire? A fractional Chief Marketing Officeer (fractional CMO) could be the perfect solution. Offering strategic guid
by
Mal Galuszczynska

Teaser
Industry newsContent Type
ArticlesPublish date
01/30/2025
Summary
In recent years, consumer expectations have shifted significantly, with individuals increasingly seeking brands that embody authenticity, transparency, and social responsibility. This change in consum
Recently viewed jobs