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DigitalMarketingTrainingNeedsinSingapore2017TrendsReporteconsultancy.comInassociationwithEconsultancyLondonTelephone:[e-mail]lephone:[phone]EconsultancySingaporeTelephone:[phone]Copyright©Econsultancy.comLtd2017EconsultancyisafullyownedsubsidiaryofCentaurMediaPLC.Allrightsreserved.Nopartofthispublicationmaybereproducedortransmittedinanyformorbyanymeans,electronicormechanical,includingphotocopy,recordingoranyinformationstorageandretrievalsystem,withoutpriorpermissioninwritingfromthepublisher.PublishedAugust2017DigitalMarketingTrainingNeedsinSingapore20173•Foreword4•Background5•ResearchMethodology6•UnderstandingtheSkillsGap7•PreferredTrainingDelivery11•KeyTakeaways13•Appendix14Contents4DigitalMarketingTrainingNeedsinSingapore2017ForewordWhatdoesittakeforamarketertoleveragedigitaldisruptions?Fromancienttimes,manhasknownonlytworesponsestodanger–fightorflight.That’showmanyofusarerespondingtodigitaldisruptionsinourworkplacestoday.Thinkingofdigitaldisruptionasadangertoourjobsorourwayofworking,eitherweresistthemorwegiveup.Marketerswhowillsucceedinthefuture,however,arethosewhowilllearntoworkwiththesedigitaltechnologies.Withbrandsincreasinglyconnectingwithconsumersviadigitalchannels,professionalswhoareequippedwiththeexperienceandskillstosolveandleveragemulti-faceteddigitalchallengesareinhighdemandtodayinthemarketingandadvertisingindustry.Ourlabourmovementisworkingwithitsexpandednetwork,includingourUAssociates–over60ofthelargestprofessionalguilds,associationsandcommunitiesinSingapore–toprovideopportunitiesforourworkingpeopletoupskillandreskillsothattheycanridethewavesofchange.Itisimperativethatwedon’tVivekKumarAssistantDirector-General,NationalTradesUnionCongressandHonoraryChairman,Asia-PacificAdvisoryBoard,GlobalCMOCouncilleaveittoourorganisationstolookafterourjobs;wehavetoalsotakeownershipofourowncareers.IcalleduponemployersatarecenteventorganisedbyoneofourUAssociatestorethinkhowtheycanhelptransformtheskillsetsoftheiremployeessoastohelptheirorganisationsbefuture-ready.Employersalsoneedtorealisethattheirorganisationswillhavetotransformdigitallyandtransformfastinordertoleveragedigitaldisruption.TogetherwithEconsultancyandWorkforceSingapore(WSG),weplantobringyouaseriesofaffordabletrainingprogrammesandprofessionalnetworkingopportunitiestobridgethedigitalskillsgaps.Wehopeyouwillbenefitfromtheseinitiativesbeingputtogetherforyoubyouruniquelabourmovementanditsnetworks.5DigitalMarketingTrainingNeedsinSingapore2017AstudybytheSingaporeManagementUniversity(SMU),inpartnershipwithJ.P.Morgan,hasfoundthatdemandforICTworkersisexpectedtokeeprisingandthelabourmarketisstrugglingtokeepup.ItrevealedthatSingapore’sICTsector-whichemploysabout150,000workers-facesanespeciallypressingskillsshortage.Withnewtools,algorithmsandtechnologies,theskillsgapisnolongerlimitedtoafewfunctions.Theinformationrevolutionhashadanimpactoneverysector,everyroleandeveryjob:sales,marketing,businessdevelopment,data,evenHRandfinance.Rolesarechangingandcompaniesnowneedtothinkaboutoperatinginadigitalworld,notjustaboutmarketingdigitally.Digitalknowledgeisrecognisedasimportant,butasdigitalmovesatsuchapace,whatmightberelevantinoneregionwillnotnecessarilybethecaseinanother.Assuch,wewantedtolookspecificallyattheskillsgapinSingaporeandwherecompaniesshouldbefocusingtheirtrainingneeds.ResearchaimEconsultancyconductedtheDigitalMarketingTrainingNeedsinSingaporesurvey,inassociationwithNTUCUAssociateandWSG,tolookattheskillsgapsindigitalmarketingthatorganisationsinSingaporeneedtofillandthetypeoftrainingthatworkingprofessionalswouldfindbeneficialtotheircareers.BackgroundFigure2:Whatbestdescribesyourjobrole/seniority?ManagerJuniorExecutive/AssociateDirector/SeniorDirector/VP/SVP/EVPBoardlevel/C-level/GeneralManagerOtherFigure1:Whichofthefollowingmostaccuratelydescribesyourrole?Client-side/in-housemarketerAgency/consultant/vendor28%72%12%27%40%18%3%DigitalMarketingTrainingNeedsinSingapore20176Wesurveyedover300professionalstoevaluatemarketers’needsandhowtheyareapproachingtheissueoftraining.ThesurveywasconductedinAprilandMay2017.Thesampleincluded72%client-sidemarketingprofessionalsand28%workingonthesupplyside(includingagencymarketers,consultantsandthoseworkingfortechnologyvendorsorotherserviceproviders).Figure2showsthebreakdownofjobrolesandseniority.Twoinfive(40%)respondentsareinmanagerialroles.ResearchMethodologyLookingatthetopfivedigital-relatedareaswhererespondentssaidtheysawthebiggestskillsgaps(Figure3a),threeinfivehighlightedweb/dataanalytics(61%)andcontentmarketing(59%),followedbymobilemarketing(43%),searchengineoptimisation(43%)anddigitalmarketingfundamentals(40%).UnderstandingtheSkillsGapFigure3a:Thinkingaboutyourorganisation,inwhichofthefollowingdigital-relatedareasarethebiggestskillsgaps?7DigitalMarketingTrainingNeedsinSingapore20178DigitalMarketingTrainingNeedsinSingapore2017Figure3b:Thinkingaboutyourorganisation,inwhichofthefollowingareasarethebiggestskillsgaps?AffiliatemarketingLinkedInmarketingPaidsearchFa