Digital training company The Knowledge Engineers will conduct a global survey about digital capabilities of the marcomms and media industries.
The Digital Knowledge Survey 2014 will examine how digital has affected professionals working in marketing, advertising, communications, and media. This information will be used to create global benchmarks for different disciplines.
Agencies, media owners, and marketing professionals will then be able to judge their companies against these benchmarks to find gaps in their digital knowledge and skills. Industry bodies will also be able to use them to identify where their members could benefit from additional learning.
The survey is the first initiative since PRWeek parent company Haymarket Media Group signed a strategic partnership with The Knowledge Engineers and took a minority stake in the business.
“As digital overtakes print to be the second largest advertising medium globally, it is essential for organizations to understand whether they have the right skills to maximize their digital opportunity,” said Niall McKinney, founder and chief executive of The Knowledge Engineers. “Previous research undertaken by The Knowledge Engineers has uncovered that only a quarter of marketers said they were confident in delivering digital services, and half find it difficult to stay up to date with changes in digital marketing and creative technology.
“The Digital Knowledge Survey 2014 will provide invaluable insight for marcomms businesses and give them a blueprint for talent development in 2014,” he continued.
Every survey respondent will receive a copy of the white paper on digital talent as well as three months free access to 12ahead, the online innovation service from The Knowledge Engineers.
Companies will also be able to buy bespoke confidential reports, comparing their strengths and weaknesses with the wider industry.
“The Digital Knowledge Survey is the first of many joint initiatives with our partners at The Knowledge Engineers,” said Jane Macken, MD of Haymarket Business Media. “The invaluable findings will provide PRWeek, Campaign, Marketing, and MediaWeek with insight into how digital has impacted our industry and will enable our readers to make the most of the digital opportunity.”
The survey is supported by the Institute of Practitioners in Advertising, the European Association of Communications Agencies, and IAB Australia.
This article originally appeared on the website of Campaign.