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14:43 30th November 2011
Many marketing professionals are looking to improve their digital skills with formal training programmes, experts believe.
A report from Marketing Week stated there are now few jobs in the sector that do not require some level of "online expertise", suggesting that social media and web design courses will be increasingly vital for candidates looking to expand their knowledge base.
David Thorp, director of research and professional development at the Chartered Institute of Marketing, said foundation courses in digital skills have become highly popular.
He told the publication: "Ten or 12 years ago, the internet became subsumed into conventional marketing logic. This will happen to all digital media.
"It will become part of mainstream marketing thinking."
Despite these comments, a recent YouGov survey commissioned by Interactive Intelligence revealed that only 13 per cent of companies using social media believe it is a high priority to interact with customers and prospective clients via this channel.
The research found that 56 per cent of large firms have a prominent presence on sites such as Twitter, Facebook and LinkedIn.
Posted by Rachel Hughes
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