Digital Marketing Excellence: Hiring & Training and Optimizing Corporate Investment

STUDY OVERVIEW
Digital Marketing (DM) technologies are transforming the commercial marketplace. This is changing the communication landscape and forcing companies to develop new marketing skills that employ a broad range of new tools and techniques. This Best Practices, LLC benchmark study examines how organizations are attracting and developing the next generation of Digital talent – and the skill sets needed to make DM more effective overall.  This study also captures insights into how DM teams build better relationships with brand teams, and will invest in the function going forward.

Research findings provide metrics that can serve as a reference point for marketing leaders seeking to gauge how their digital marketing hiring, training and investment compare with other organizations.

KEY TOPICS

• Critical Trends in Talent Recruitment & Skill Development
• Aligning the Digital Marketing Function for Maximum Effectiveness
• Staffing and Investment Benchmarks

• Geographical factors affecting ability to hire DM professionals
• Best background for new DM employees
• Rating of skills a DM employee should possess
• Engagement with tablets/mobile applications
• Assessment of DM impact on commercial team's ability to generate revenue
• Ways that DM group influences the capabilities of commercial team
• Extent that DM group has impacted sales
• Challenges facing DM group when working with business units
• Effectiveness of Centers of Excellence approach
• Total marketing FTEs; Total devoted to DM
• Total marketing budget; percentage allocated to DM

• Total Marketing Budget Allocated to DM Now Up to 10%:  Budgeting for Digital Marketing in healthcare, which has traditionally lagged behind less-restricted industries in both activities and funding, continues to tick up. DM budget as a percentage of total Marketing budget went from 9% in 2012 to 10% in 2013.
  
• Digital Marketing Budget Expected to Grow Again into 2014:  While DM budgets saw considerable growth across the healthcare sector in the past two years, budgets will only continue to rise next year.  Overall, 86% of companies anticipate positive DM budget growth, with 42% predicting greater than 10% growth moving forward!
  

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