Global Digital Knowledge Survey finds that Australians are the most confident worldwide in their ability to deliver digital marketing activity and most motivated to learn more about digital marketing
30 April 2014: Australian digital marketers are the most confident in their ability to deliver digital marketing activity according to a worldwide report released today by IAB Australia and The Knowledge Engineers. The 2014 Global Digital Knowledge Survey, which was the first ever global digital skills and knowledge survey, sought to determine digital capabilities and create global benchmarks for digital skills levels. It found that 36 percent of the Australian respondents reported that they are completely confident delivering digital marketing activity, compared to 33 percent worldwide, 21 percent in US and 35 percent in UK.
Encouragingly, Australians also identified as the most motivated in the world to learn more about digital marketing, with 80 percent of respondents reporting that they’re ‘very motivated’, compared with 69 percent in the UK and 70 percent in the US.
Whilst positive news, up to 80 percent of Australian respondents felt ‘not fully confident’ for specific digital marketing fields with the biggest skills gaps appearing in Data and eCRM, Search and Mobile Marketing.
To help address the skills gaps, IAB Australia has today launched the IAB Certification Program which includes two new professional development certifications for Australia: The Digital Media Sales Certification (DMSC), and the Digital Ad Operations Certification (DAOC), both of which are global qualifications. The IAB Certification Program will establish a benchmark of digital knowledge to help individuals and companies accelerate their growth in digital advertising, as well as provide a foundation for career advancement and provide a tool for recruitment and professional development.
The program has been designed as a response from media buyers and clients requesting an industry benchmark to easily differentiate those professionals who are truly educated in digital media. Ultimately, the goal of the Program is to raise the standards and perception of the digital advertising industry.
Danny Bass, Chief Investments and Intelligence Officer for GroupM, said, “Working with IAB Certified partners will provide us with reassurance of their expertise and credibility and will help differentiate them from their peers. We look forward to working with the first IAB Certified experts in the market in the coming months.”
Unlike a “certificate” which can be obtained through attending a course, the IAB Certification Program are controlled, assessment-based qualifications awarded by a standard setting organisation. The Certifications can be obtained by passing a two hour, multiple-choice exam at one of the Pearson Test Centres throughout Australia during the quarterly test windows. The exam content is created by industry experts and vetted by a third-party testing organisation. The application process has eligibility requirements such as education and experience thresholds, and the Certification is valid for two years.
No training is required to take the exam but those wishing to brush up on their skills before sitting the exam can take advantage of the 2014 IAB Training Program which includes courses on Digital Fundamentals, Digital Media Sales, Ad Operations and more.
The Certification Program was first introduced by the IAB US in 2012 and it has since been adopted by IAB Singapore and IAB Canada. It has been a great success, with over 1,500 digital professionals becoming accredited globally.
“The IAB Certification Program will deliver the highest industry credential created by the industry, for the industry and is globally recognized. IAB Australia is committed to ensuring Australia remain amongst the leaders in digital media and are excited to be providing both the education and certification pathways to achieve this,” said Alice Manners, CEO of IAB Australia.
The 2014 Global Digital Knowledge Survey was conducted globally by The Knowledge Engineers. Over 8,000 media and marketing professionals took part in the survey across the globe including 423 Australian professionals.
Click here to learn more about the IAB Certification Program
Click here for further information on the 2014 Global Digital Knowledge Survey
Click here to learn more about the IAB Training Program
About The Knowledge Engineers:
The Knowledge Engineers (TKE) is a leading training company focusing on the skills needed by marketers in a digital world. Founded in 2007, it has offices in London, New York, Sao Paulo and Singapore. As well as face-to-face training for clients like Google, DDB and Pearson, TKE has built two online knowledge platforms. The Digital Knowledge Centre supplies 70 modules of on-demand digital training, whilst 12ahead is a global trends platform designed to keep marketers up-to-date with the latest technology case studies and success stories. For further information, please visit www.theknowledgeengineers.com
For further information please contact:
Alice Manners
CEO – IAB Australia
T: 0408 107 399
E: alice.manners@iabaustralia.com.au
Pru Quinlan
Einsteinz Communications
T: (02) 8905 0995
E: pru@einsteinz.com.au
