e-Marketing will stagnate without education

Online marketing is being let down by a lack of education, with e-marketers not being given the backup they need to take advantage of digital technologies, according to research from Coremetrics. 71 per cent of marketers feel that traditional education methods did not prepare them for today's information led organisations, said the survey from the web analytics specialist.

The study pinpointed certain areas where marketers felt they lacked information. In particular, over half wanted to improve their analysis and measurement skills, while 42 per cent wanted to strengthen their search engine marketing techniques. Elsewhere, they raised concerns about skills, with a quarter feeling they need to improve their information architecture and 42 per cent yearning for a greater understanding of user behaviour and habits.

"With an internet presence taken for granted nowadays, online tools, such as search engine optimisation and visitor online behaviour, are a critical business function," said Joe Davis, CEO, Coremetrics. "In order to retain their competitive edge, companies must make the most of online strategies, concentrating on precision marketing and making the most of targeted messages." "Unless we bridge these critical skills gaps, corporate marketing techniques will remain fundamentally flawed,"