Online marketing sector faces education shortage

The study, from Web analytics firm Coremetrics, surveyed 100 e-marketers during June 2006.

The findings indicate that nearly three quarters (71%) of marketers feel that traditional education methods did not prepare them for today’s information led organisations.

The study pinpointed certain areas where marketers felt they lacked information. In particular, over half wanted to improve their analysis and measurement skills, while 42% wanted to strengthen their search engine marketing techniques.

Respondents also raised concerns about skills, with a quarter feeling they need to improve their information architecture and 42% yearning for a greater understanding of user behaviour and habits.

Joe Davis, CEO at Coremetrics, said: “In order to retain their competitive edge, companies must make the most of online strategies, concentrating on precision marketing and making the most of targeted messages.”

“Unless we bridge these critical skills gaps, corporate marketing techniques will remain fundamentally flawed,” he concluded.