Fereshteh Ghotbifar
Department of Management, Islamic Azad University, Iran
E-mail: fereshtehghotbifar@gmail.com
Mohammadreza Marjani
Department of Industrial Engineering, Qom University
of Technolog, Iran
E-mail: marjani@qut.ac.ir
Abbas Ramazani
Department of Education, Shahid Beheshti University, Iran
E-mail: a_ramezani@sbu.ac.ir
Submission: 02/07/2016
Revision: 07/07/2016
Accept: 27/07/2016
ABSTRACT
As far as new communication
channels are concerned, there have been extensive developments in
communications and marketing in digital era. Today, therefore, companies try to
take advantage of digital marketing channels to provide suitable services for
customers to improve their satisfaction level. However, this study aimed to
identify and assess factors affecting skill gap in digital marketing. This
study is a descriptive correlation one. The population consisted of experts in
communications industry to identify most important skill gap in digital
marketing and factors affecting them; also, managers and specialists of these
companies were investigated to determine the role of identified factors in
reducing skill gap. Using localized questionnaire and interviewing with ten
experts who were selected by Delphi snowball method, the skill gap in marketing
and factors affecting them were identified. Also, researcher made questionnaire
consisting 32 questions and distributed them among 226 employees to investigate
the identified factors role in reducing skill gap in digital marketing. The
results showed that from four identified factors, some components including
operational strategic factors and environmental factors had direct and positive
impact on creating skill gap in digital marketing. The environmental factors
such as social and cultural conditions, religion, technology, and economy had
more proactive impact on skill gap in digital marketing. Also, the results
showed that among skill gap in digital marketing of studied companies, the
skills (Principles of Communication) and (Predicting Future) had the highest
and lowest gap, respectively.
Keywords: Digital
Marketing, Skill Gap, Communication Industry
1. INTRODUCTION
Moving from
information era to technology development-based sustainable competitive
advantage era, there are many continuous new opportunities and challenges for
industry and academia activists (GROBELNY; MICHALSKI, 2015).
The business
communication with social networks and sites such as Facebook and Twitter which
are usually used as a valid business tool have created huge revolution in
services and products marketing of companies (AKAR et al, 2011).
The widespread
use of digital techniques including social networks in marketing process of
companies helps significantly their marketing independence. Using them, the
product and service providers increasingly communicate with consumers and
individual users, receive feedback, and provide custom solutions to their
customers (ROYLE; LAING, 2014).
However, the
changes in communication channels due to emergence of digital era have affected
communications and marketing industries more than any other industry. The speed
and complexity of these elements in marketing process differentiates digital
era from the past (BUZZARD et al, 2011).
Therefore, it is
significantly important to understand the concept of digital marketing. In this
regard, Digital Marketing Institute (DMI) refers to digital marketing as the
process of using digital technology for integrating, targeting, and measuring
deep communication with customers to retain and acquire customers (HAMILL et
al, 2010).
Today, lack of
digital marketing skills within acceptable limits in companies which use this
digital technique makes a problem in for using digital marketing process in
provision of goods and services (ROYLE; LAING, 2014). The digital marketing
skills including knowledge, awareness, and capabilities are needed for using
digital tools in product and services marketing process of companies (CHAFFEY;
PATRON, 2012).
The history of
digital marketing application in industries of different countries highlights
this fact that among other industries which use digital marketing, the
communication industry faces with more gap in digital marketing skills (ROYLE;
LAING, 2014).
The research
indicates that the communication principles, interaction with customer,
predicting future, integration of marketing skills, research, technical
knowledge, and monitoring measurement and refinement are the most important
skill gap in digital marketing of communication industry (ROYLE; LAING, 2014;
MILLER; GLASSNER, 2011).
A closer look at
digital marketing processes in communication industry in Iran clearly indicates
that the companies face with various skill gap in digital marketing of their
product and services. They also face with major challenges in using digital
tools in their marketing and sales. However, this is due to lack of digital
marketing skills, from knowledge to integration of different skills.
In this regard,
it is important to identify factors affecting skill gap in digital marketing of
communication industry companies. Clearly, the identification of factors and
taking necessary actions to eliminate the skill gap in digital marketing of companies
will contribute significantly in marketing process development and increasing
of products and services sale.
The literature
review indicated that there is little research in this field and this issue
should be addressed. Therefore, this study aims to identify the skill gap in
digital marketing of communication industry in Iran and determine the factors
affecting the creation of skill gap in digital marketing of studied companies.
However, the main question is: What are the most affective factors in creating
skill gap in digital marketing of communications industry companies in Iran?
2. LITERATURE REVIEW
In a study on
skills needed for modern marketing, researchers acknowledged that marketing
graduates should have technical skill and knowledge in Internet marketing and
customer relationship management (CRM) (SCHLEE; HARICH, 2010)
The literature of
digital marketing skill gap shows that there is major shortcoming in this field
in communication industry. In their study about SNS application (social networking
sites) by companies, there was lack of available scientific study about this
subject (MICHEALIDOU; SIAMAGKA, 2011).
There is a
serious need for specialized knowledge of digital marketing skills in all
industries (DAY, 2011). He focused on compatibility capabilities, ensuring
smart future, market research and communication improvement, and investment in
media understanding expertise of colleagues which is a way for effective use of
digital marketing capabilities.
In a study,
researchers found that Facebook, Twitter, and Linked in are some of the most
commonly used social media which primarily attract new customers and create new
relationships (MICHAEL DOU; SIAMAK, 2011).
There is still a
tendency to focus on one-way communication methods by published digital tools;
because there is lack of human resources and technical knowledge to take
advantage of social media. It is interesting to note that considering current
literature on digital marketing skills, there is no clear detail for digital
marketing skill gap (JAVINEN et al, 2012).
The use of online
social networks such as Facebook and Twitter by charitable organizations, they
found that the barriers to using digital marketing in these organizations
include lack of resources and lack of social media marketing skills (FENNIMORE;
QUINTON, 2013).
In a study on
used social media by executives of General Electric, a number of strategic
challenges identified that managers deal with to maximize the benefits of
social media. They stated that reverse engineering is required, because digital
marketing skills are determined by digital employees (DESIRE; NEWTON, 2013).
They also
considered the education level of customers as an effective factor in creating
skill gap in digital marketing. The environmental factors are effective factors
in creation of digital marketing skill gap in communication companies. However,
there is no comprehensive study on identifying the most important factors
affecting skill gap creation in digital marketing of communication industry
companies. Therefore, this needs further studies (FENNEMORE; QUINTON, 2013).
However, the
research on digital marketing of marketing and communication companies
indicates that there are several gap in their digital marketing which has led
to many challenges for them. The communication principles, interaction with
customer, predicting future, integration of marketing skills, research,
technical knowledge, and monitoring measurement and refinement are the most
important skill gap in digital marketing of communication industry (ROYLE;
LAING, 2014).
The investigation
of skill gap in digital marketing show that several factors affecting the
creation of this gap. Royle & Laing referred to marketing and operational
strategic factors role in creation of skill gap in digital marketing.
Then, according
to research variables, it was tried to identify most important factors
affecting skill gap development in digital marketing of communication industry
companies in Iran. Also, a conceptual model was presented for relationships
among variables. For this purpose, a localized semi-structured questionnaire
which was based on skill gap of digital marketing in foreign countries was used
to identify the most important skill gap in digital marketing of communications
industry companies in Iran.
This
questionnaire was distributed among experts of communication industry. They
were asked to express their opinion about existence of such gap in digital
marketing process and mention other gap, if any. From presented skill gap, finally,
the experts stated that seven digital marketing skill gap have the utmost
importance: communication principles, interaction with customer, predicting
future, integration of marketing skills, research, technical knowledge, and
monitoring measurement and refinement.
Then, it was
tired to identify the most important factors affecting digital marketing skill
gap creation in communications industry companies in Iran. Using Delphi method,
ten executives and experts in communication Industry companies in Iran were
interviewed. They were asked to determine the most important factors in digital
marketing skill gap creation in three phases. In first phase, therefore, the
participants identified a number of factors which overlapped; these factors
were eliminated. In second phase, they were asked to determine most effective
factors in creation of digital marketing skill gap.
The identified
factors were used as input for third phase. From the perspective of
interviewees, finally, the factors affecting digital marketing skill gap
development in communications industry companies in Iran included operational
strategic, marketing, environmental, and education level factors. They were
presented in conceptual model. Accordingly, the research hypotheses are as
follows:
·
H1: The operational
strategic factors impact on reduction of skill gap in digital marketing.
·
H2: The customer education
level impact on reduction of skill gap in digital marketing.
·
H3: The marketing factors
impact on reduction of skill gap in digital marketing.
·
H4: The environmental
factors impact on reduction of skill gap in digital marketing.
Figure 1: Research
conceptual model
3. METHODOLOGY
This study is a
practical combined (qualitative-quantitative) descriptive correlation study.
This study had two populations. The first population consisted of managers and
experts in communication industry companies in Iran including mobile operators
and companies such as Dijikala and Jiring. They were interviewed to identify
skill gap in digital marketing and determine most important factors effecting
gap creation.
For this purpose,
ten experts were selected using snowball method. The data were collected using
localized questionnaires and interview based on Delphi method. The second
population consisted of all managers and specialists in communication industry
companies; according to Administrative Affairs Office of Ministry of Industry,
Mine, and Trade, their number was 539 persons.
They were asked
to determine the impact of identified factors on digital marketing skill gap in
companies. Using Cochran formula and stratified random sampling method, a
sample of 226 persons (38 managers and 188 specialists) were selected to answer
the questionnaire. In first stage, the data were collected using localized
questionnaire and semi-structured interview with ten experts in these companies
to identify skill gap in digital marketing and determine the most important
factors affecting gap creation in mentioned companies.
In the second
stage, a questionnaire with 32 questions which included operational indicators
of research variables was used to assess the relationship among variables. It
was distributed among samples. Totally, 226 questionnaires were returned.
The content and
structure validity of questionnaire was confirmed by specialists and
confirmatory factor analysis, respectively. For this purpose, a number of
professors and specialists of communication industry companies evaluated the
questions and confirmed their content validity. On the other hand, confirmatory
factor analysis evaluated the structure validity of variables.
In this regard,
the measurement model for each variable was designed in Amos 21 software. Then,
the fitness level of models was assessed which shows the measurability of
variables by their related questions. The overall fitness indices of
measurement models (confirmatory factor analysis and construct validity) are
presented in Table 1. It can be seen that the measurement models of variables
have good fitness and are an appropriate tool to measure variables.
Table 1: Overall indices of measurement
models fitness (confirmatory factor analysis)
Structure/ index |
X2/df |
P |
RMSEA |
CFI |
CMIN |
RMR |
GFI |
Acceptable
level |
3> |
05/0> |
07/0> |
9/0< |
--- |
05/0> |
9/0< |
Operational
strategic factors |
882/2 |
000/0 |
052/0 |
965/0 |
88/568 |
034/0 |
973/0 |
Education level factors |
359/2 |
000/0 |
050/0 |
986/0 |
793/11 |
028/0 |
972/0 |
Marketing factor |
935/2 |
000/0 |
055/0 |
948/0 |
67/24 |
037/0 |
949/0 |
Environmental factor |
471/2 |
000/0 |
047/0 |
969/0 |
35/12 |
031/0 |
938/0 |
Skill gap |
540/2 |
000/0 |
053/0 |
953/0 |
57/68 |
036/0 |
937/0 |
The Alpha
Cronbach was used to determine the reliability of questionnaire. For this
purpose, 30 questionnaires were distributed among managers and specialists of
studied companies. The reliability of variables is represented in Table 2.
Considering the coefficients higher than 0.7 for all variables, this indicates
acceptable reliability of data collection tool.
Table 2: Alpha Cronbach coefficient
(reliability of questionnaire)
N. |
Name of variable |
Number of questions |
Alpha Cronbach coefficient |
1 |
Operational strategic factors |
8 |
895/0 |
2 |
Education level factor |
5 |
878/0 |
3 |
Marketing factor |
5 |
875/0 |
4 |
Environmental factor |
5 |
827/0 |
5 |
Skill gap in digital marketing |
9 |
906/0 |
6 |
Questionnaire |
32 |
927/0 |
The data were
analyzed using Spss 22 software to describe demographic information, assess
normal distribution of sample, and determine the average of variables and Amos
21 software to test the hypotheses using structural equation modeling method.
For this purpose, the structural model of research hypotheses was designed in
Amos 21 software.
Based on
correlation coefficient and multiple regression equations, the relationships
between variables were measured. Then, the findings were analyzed according to
results of testing research hypotheses by structural equation modeling method
and their outputs including fitness indices and regression coefficients of
structural model.
4. FINDINGS
The sample
(n=226) included 106 men (46.9%) and 120 women (53.09%). Also, most of the
participants were in age range 31 to 40 years (38.9%), had bachelor degree
(70.4%), and were employed as unit specialist (83.1%).
The results of
Kolmogorov-Smirnov test which evaluated distribution normality of data are
presented in Table 3.
Table 3: Results of Kolmogorov-Smirnov
test
Structure |
Number of data |
Mean |
Z Value |
level (sig) |
Result |
Operational strategic factors |
226 |
181/3 |
1.165 |
0.094 |
Normal distribution |
Education level factor |
226 |
437/3 |
1.256 |
0.084 |
Normal distribution |
Marketing factor |
226 |
309/3 |
0.867 |
0.179 |
Normal distribution |
Environmental factor |
226 |
642/3 |
1.213 |
0.089 |
Normal distribution |
Skill gap in digital marketing |
226 |
214/3 |
0.653 |
0.196 |
Normal distribution |
The results
showed that since the significance level of test is above 0.05% and Z value is
less than 1.96, the normality of data distribution is confirmed. The parametric
tests and the maximum likelihood method may be used in structural equation
modeling.
The structural
equation modeling was used to test the research hypotheses. For this purpose,
the structural model of relationships among variables was designed using Amos
21 software. The designed structural model of sample was tested. In this
regard, the questionnaires data was used in model. In the following, the final
structural equation model of research is presented.
The overall fit
indices obtained in hypotheses structural equation model are presented in Table
4. All of them have a good fit.
Table 4: Fit indicators of structural
equation model
Structural model |
X2/df |
P |
RMSEA |
CFI |
CMIN |
RMR |
GFI |
Acceptable level |
3> |
05/0> |
07/0> |
9/0< |
--- |
05/0> |
9/0< |
Structural model |
796/2 |
000/0 |
052/0 |
928/0 |
24/427 |
039/0 |
931/0 |
Figure 2: The coefficients obtained in
calculation of structural equation
According to
table 4, the overall fitness indicators of structural model for relationships
among research variables are at an acceptable level. This indicates that the
structural model has high fitness and validity to assess the relationship among
variables. Given that the structural model of study was confirmed, the results
of evaluating hypotheses using regression coefficient, critical values, and
significance level are provided in Table 5.
Table 5: The evaluation of research
hypotheses
Critical value |
Sig. level |
Regression
coefficient |
Hypotheses |
|
High direct, significant, and positive effect |
504/5 |
000/0 |
494/0 |
Operational strategic
factors <---
skill gap in digital
marketing |
Low direct, significant, and positive effect |
843/3 |
000/0 |
219/0 |
Education level of customers
<--- skill
gap in digital marketing |
Low direct, significant, and positive effect |
240/4 |
000/0 |
278/0 |
Marketing factors <---
skill gap in digital
marketing |
High direct, significant, and positive effect |
196/6 |
000/0 |
582/0 |
Environmental factors
<--- skill
gap in digital marketing |
The results of
testing first hypothesis (considering the regression coefficient (0.494) of
relationship among variables) shows that the strategic operational factors play
an important role in reducing and eliminating skill gap in digital marketing of
communication companies. In other words, the strategic thinking in organization
will provide proper understanding of internal and external environment,
suitable targeting for short and long-term, proper budgeting and allocation of
corporate resources, and other strategic actions.
This will be a
decisive factor in improving needed skills in digital marketing and will bridge
the gap in this field. This result is consistent with findings of Royal and
Lein (2014), Shing Guan and colleagues (2013), Smith (2010), and Sarfarazi and
colleagues (2012).
The results of
testing second hypothesis (considering the regression coefficient (0.219) of
relationship among variables) showed that customer education level does not
contribute much in reduction of skill gap in digital marketing. Rather, it
seems that the presence of customers with higher academic levels and specific
expertise highlights the skill gap in digital marketing of studied companies.
Therefore, it is important that companies consider their target customers. This
result is inconsistent with study of (JOHANSEN, 2011) and (ZAMANI; COLLEAGUES,
2011) in terms of opinion about customers.
The results
obtained from testing third hypothesis (the role of marketing factors in
reducing skill gap in digital marketing) considering its regression coefficient
(0.278) shows almost similar situation to education level of customers. In
other words, although the improved skill of using traditional marketing
principles and its mix may somewhat impact on reduction of skill gap in digital
marketing, the results of this study indicated that their role is not prominent
in communication industry companies and they cannot bridge the gap in digital
marketing. This argument is consistent with research results of (MORRIE, 2012;
JAFARI et al., 2015; SADEGHI; GIVECHIAN, 2011).
The results of
fourth hypothesis (the role of environmental factors in reducing the skill gap
in digital marketing of communications industry companies) considering its
regression coefficient (0.582) noted that the various environmental factors
including cultural, social, political, legal, economic, technological,
ideological, and etc factors have an important role in reducing the skill gap
in digital marketing of these companies. Therefore, they should be considered
in different conditions. This result is consistent with findings of (LONG et al.,
2014; SEYED REZAI, 2014; ALAVI; ZEINALI , 2014).
5. DISSCUSION AND CONCLUSION
The study of
communication industry companies in terms of using digital marketing mechanisms
in marketing and goods and services selling process showed that the companies
had failures in different areas and this led to skill gap in goods and services
digital marketing.
Some of the skill
gap in companies and their employees include lack of communication skills in
project management, low level of staff awareness about the business which lead
to lack of strong relationships with customers, low level of customer
interaction skills in company, lack of proper structure and necessary knowledge
of customer relationship and proper interaction with customers management, lack
of proper use of weblogs, online discussion forums and digital networks for
exchanging information and predicting the future, lack of integrated strategy
for future due to not using intelligent methods of marketing, lack of
appropriate tools to measure and assess the needed skills for success in
digital marketing, low needed technical knowledge such as website development,
digital operating systems, and etc. to conduct successful marketing and bridge
skill gap in digital marketing.
The
identification of factors affecting the reduction of skill gap in digital
marketing of studied companies will be crucial to improve digital marketing
skills. This will provide better conditions for selling goods and services and
more success. Considering the results, it seems that among the factors
affecting the reduction of skill gap in digital marketing, the operational
strategic and environmental factors are more effective. Therefore, the
following suggestions are presented:
a)
The implementation of
operational strategic actions at all layers of company is one of the important
factors which reduces skill gap in digital marketing. In this regard, the
implementation of actions such as considering customer demands and dynamic
understanding of target market, proper planning for digital marketing
processes, allocation of funding for each stage of planning digital marketing,
considering project management skills in marketing as one of the important
factors affecting digital marketing, focusing on proper advertisement for
company's products and services according to organizational values,
participation of all organizational layers in digital marketing programs,
setting the main objectives of marketing activities, attempt to achieve
objectives with maximum efficiency, considering the current and future benefits
of advertising costs in digital marketing, and etc. play an important role in
reducing the skill gap in digital marketing and lead to company's success in
products and services digital marketing.
b)
Given the role of
environmental factors as an effective indicator in reducing skill gap in
digital marketing, some points in this context should be considered. First, the
religion of people should certainly be considered in advertisements in virtual
environment. Second, due to differences in business and trade in different
cultures, this should be considered in e-commerce of companies, especially
marketing. Third, the taxes, duties, divisions, and prohibition of some
products or dealing with some countries should be considered in e-commerce,
especially marketing. Fourth, the technological factors are one of the
important factors which shorten products life and lead to constant innovation.
Therefore, it should be considered in planning of company for advertisement.
Finally, the domestic and foreign competition with companies having similar
products and attitude towards e-marketing activities should be considered in
planning of company.
c)
Although this study tried
to localize skill gap in digital marketing of communication industry companies
and match them with organizational realities of companies in Iran, it seems
that it is necessary to conduct a study which uses a more comprehensive
approach to identify skill gap in digital marketing of companies in Iran.
Therefore, it is suggested that future researchers provide a comprehensive
model for needed skills in digital marketing of communications industry
companies using qualitative approaches.
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