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Survey: Marketers see digital talent gap

Published on .

San Francisco—Only 8% of agency and marketing executives surveyed believe their employees are strong in all areas of digital marketing, according to a study from the Online Marketing Institute. According to the survey, 74% of respondents said mobile is a very important or important skill to have, but only 31% believed their talent is stronger or much stronger than that of the competition. Also, 40% of executives said they have more projects and positions open than they can fill with qualified talent, with analytics being the most desirable skill. The study was based on an online survey of 747 marketing executives at agencies and companies conducted in August.
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