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Welcome to the Digital Marketing

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Podcast, brought to you by

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targetinternet.com. Hello

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and welcome back to the Digital Marketing

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Podcast. My name is Kieran Rodgers. I'm

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Louise Crosley. And I'm Daniel Rowles. And

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today we are discussing the digital

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marketing skills in demand. We

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are. And we're going to base this on a

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load of conversations I had with marketing directors about

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what they were struggling with to kind of recruit

0:34

and get skills in their team. And

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I've gone in and taken a look at the

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latest digital marketing skills benchmark data. So we publish

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the report once a year, but we've got access

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to the data throughout the year. And we kind

0:44

of dip into it and see what's trendy and

0:46

changing. But I just want to make a point.

0:49

We've started doing more of these recordings remotely again,

0:52

because we're not doing as much video stuff.

0:54

And it means that we kind of get together more frequently and

0:57

we can put them out more quickly, which is working pretty well.

1:00

But I should point out to people, we've started using

1:02

Riverside.fm again a lot. And

1:04

I'm a massive fan of it. But there's one thing I

1:06

don't like. So I should just point out to people that

1:08

what I love about Riverside is you can be remote locations.

1:11

It records your audio locally. As it

1:13

gets really nice sound quality, you can

1:16

see each other. I can control audio

1:18

settings different places. But I've been

1:20

on Zoom all day. And you know, Zoom has got that

1:22

little button that makes you look slightly better than you do

1:24

in real life. Depending on... I always have

1:26

it on, but I have it on very subtly. Just

1:28

very subtly, because I think, you know, it's not

1:30

too obvious, but it does. I don't. I've got

1:32

mine whacked full on up. Oh, really? Yeah. Are

1:35

you going to say not on at all? No,

1:37

no, no. It's like whacked full up to the

1:39

max. Are you just flat face? Completely. Yeah, I

1:41

look young. I look young. And it's great. But

1:43

then you look, you catch yourself on a call

1:45

like this. And it's like... That's what I just

1:47

said. That's what I was thinking. I'm looking at

1:49

myself going, Jesus, look at the bags under my

1:51

eyes and stuff. It's absolutely shocking. Whereas Lou, of

1:53

course, just looking completely fresh face like she's got

1:55

a filter on the whole time anyway. So there

1:57

you go. Anyway, I digress. Let's

1:59

get back. to these skills in

2:01

demand. Right, there's a couple in

2:03

here that I thought were fairly obvious, but important

2:06

to discuss. And then the

2:08

others I thought were really, really interesting that

2:10

had come out, so that the number one thing that everyone's

2:12

talking about in terms of the skills they can't get and

2:14

they're struggling with at the moment is

2:16

the analytics and data piece. And

2:18

that I think is very clearly because

2:20

GA4 coming into kind

2:22

of market and still, I'm

2:25

having conversations every day with people going, there's no reports, where

2:27

are they? I'm not saying where the reports are.

2:30

And just not finding it as

2:32

intuitive. The whole piece

2:35

of them changing conversion events

2:37

to key events has thoroughly irritated me

2:39

for two weeks now in that I've

2:41

been updating things and keep finding something

2:43

else where I've said conversion events and

2:46

find myself in training courses talking about conversion events.

2:48

But anyway. And then I'll probably

2:50

change it back in two weeks time. Oh yeah, literally

2:52

I'm gonna blow a gasket if they do. I think

2:54

I will have seriously have had enough. But

2:57

what was interesting is it's not just the GA4

2:59

piece, which is still people are struggling with, but

3:02

it's the fact you've got this July cutoff date

3:04

coming up when they're gonna get rid of your

3:06

old UA, Universal Analytics data. And

3:08

what it seems to have done is send people

3:11

down an absolute rabbit hole. And they've

3:13

gone in and gone, I need to

3:15

use this

3:18

BigQuery and I need to export it and

3:20

I need to understand SQL and I need

3:22

to understand what a data merging platform and

3:24

all this kind of stuff. You

3:26

really don't. You really don't. And

3:29

then people are saying, well I need to be able to

3:31

compare my old Universal Analytics data

3:33

to what's in my GA4 now. And

3:35

it's like, you can't. It's not even the same data. It

3:37

doesn't record things in the same way at all. So I

3:40

think that's freaked people out a little bit

3:42

as well. By the way, really practical solution

3:44

that I've just agreed with one of the

3:46

organizations I work with is like, they

3:49

don't really need the data and they kind of know they don't

3:51

need it, but they're really worried someone's gonna go, where's the data?

3:53

And they go, oh, it's gone. And they're gonna be,

3:56

what have you done? Some auditing purpose or

3:58

something else like that. They're

4:00

basically going in and

4:03

getting fathom analytics, exporting

4:05

all their previous stuff into fathom but not setting

4:07

up fathom analytics for their new website for

4:10

their data as a using it as a

4:12

data store for the world old stuff. That's a

4:14

really great idea. And it won't be kind of

4:16

like, well, you've got a reporting

4:18

interface, isn't it? Yeah. But you can just

4:20

dump this down to huge data

4:22

sheets. But like how on earth are you going to

4:25

access the data that's actually worse than not

4:27

having it, I think, quite possibly. And all

4:29

I did from a data risk point of view is always

4:31

to see around in Google Sheets and things like that. So

4:33

it's not a great idea. So I think, yeah, analytics and

4:35

data. And then when I've asked people what skills they're looking

4:37

for, they said GA4, fairly

4:39

obvious, tag manager. I was

4:43

utterly convinced when we started looking at

4:45

GA4 that you needed to know tag

4:47

manager inside out to get

4:49

the most of GA4. And then increasingly, actually, you can

4:51

get a lot of the way there without

4:53

it. But the tag

4:55

manager debugger, where you can click on the

4:57

screen, and you can see what's actually it

4:59

what it actually can see. I

5:02

think it's pretty interesting. So I think there's definitely some stuff around

5:04

tag manager. Dashboards.

5:07

Well, actually, if you're going to create dashboards, there's loads

5:09

of tools. Swido, I think you use a bit here.

5:12

And don't you love Swido, see what you do online.

5:14

And it's got they've got so many integrations. And it's

5:16

not expensive. And it's lovely drag and

5:18

drop. And do I love about it looks like your

5:21

Google Analytics. Like it and it's looking

5:23

feel like it feels familiar. Right in

5:25

terms of how the way it works

5:27

is, is a million miles away from

5:29

it. You can do all sorts of clever things

5:31

with it. But it's just works. And it's so

5:33

easy to scale your reports and

5:35

to share them with the right people and to

5:37

schedule them and all that good

5:40

stuff. Also, look a studio, which was

5:42

Google Data Studio previously has now got

5:44

really good GA4 template setup.

5:46

So if you wanted to go in and

5:48

create something for GA4, so you've got some

5:50

web analytics, but maybe you want to bring

5:53

some channel analytics and Facebook or LinkedIn or

5:55

Instagram or anywhere else, it's become a

5:57

lot easier to do that stuff. So you haven't taken a look for a

5:59

while. take a look

6:01

at that, that's worth taking a look at. The other

6:03

thing that lots of people were talking about was attribution

6:06

modeling, and I think, in

6:08

a way, there's been a bit of a step backwards in

6:11

GA4. So, you've

6:13

got a data-driven model, which

6:15

is basically a machine learning-based

6:18

model that says these are

6:20

the channels that are contributing the most

6:22

towards your key events. Check

6:25

me out. And then, and they're

6:27

basically, at

6:30

least I'm not saying AdWords anymore. His master's a new name.

6:33

Well, yeah, don't go there. Don't

6:36

go there if you say Google AdWords still. I know.

6:39

So, I said it was impressive. Well, thank

6:41

you. I thought you'd be sarcastic, but now I can see

6:43

your smiley eyes, which no one else can see. The

6:47

interesting thing is that it used

6:49

to have the data-driven model, a linear

6:52

model, which all the steps in the journey

6:54

were valued in the same way at a

6:56

time-decayed model. It said all these

6:58

different things you could compare against. Suddenly now, it's

7:01

data-driven, last click. That's all you

7:03

can compare. And I

7:05

don't like the route that Google's gone down a

7:07

little bit with this, because they're saying, look, if

7:09

you go beyond last click, you can attribute better.

7:11

Okay, we know that, but I'd

7:13

like a little bit more flexibility, and then

7:16

I'm still stinging a bit from the fact

7:18

that they called attribution modeling advertising,

7:21

as in, actually, you're valued to

7:23

the advertising that we've given you. And in fact,

7:26

there is an amazing setting. I think this has

7:28

got to be the most amazing setting in GA4,

7:31

that you go into your attribution settings, and it

7:33

says, do you want to attribute all channels, or

7:35

just Google pay channels? And especially,

7:37

you can just switch the rest of it off and

7:39

pretend it doesn't exist if you want, because nothing else

7:41

matters, right? Oh, that's right, obviously. They've

7:45

also gone through and tied together

7:47

your GA4 key events even more

7:49

closely into Google Ads. So

7:52

if you haven't got them set up, you're at a disadvantage.

7:55

I mean, look, they're a commercial organization, they're allowed to have an

7:57

agenda. And I think we've got so used to

7:59

them. giving us stuff for free. But

8:02

yeah, so there's some things on that. So I think that

8:04

skills run all those things. If you could put on your

8:06

CV, GA4 pro

8:08

tag manager can do attribution

8:10

modeling effectively. I know Looker

8:12

Studio, I know how

8:14

to create dashboards really easily. And actually, I

8:16

know a little bit about BigQuery and data

8:19

exports and things like that. You'd

8:21

be nailing it from an analytics point

8:24

of view as well. But still, it's

8:26

about the whole thing of looking

8:28

at it and working out what it's telling you.

8:31

So there's a load of technical skills there about, this

8:34

is great. But Lou

8:36

and I spend quite a lot of time looking at analytics

8:38

going, why? Why is it

8:40

doing that? Why is the direction? And our

8:42

recent one was kind of looking at stats

8:45

for the podcast and trying to untangle,

8:47

why is it? The listeners have gone down so much.

8:50

And it turns out listeners haven't gone down at all.

8:52

It's just the way they were being reported had changed.

8:54

And therefore it looked awful. It was really shocking.

8:57

We've been trying to untangle it for ages. It's

8:59

difficult when no particular factors

9:01

have changed from your point of view and something's

9:03

happened. Cause essentially drill down and

9:06

what's going on. No, it's like a Google algorithm

9:08

change update. You're like, I don't really know what's going

9:10

on here. So it can

9:12

be really frustrating, but actually having

9:14

the confidence to look at this stuff. I think it's

9:16

this, put an experiment in place and then see if

9:18

that imprinting. So that was the number one area, analytics

9:20

and data. And we could all improve our skills in

9:22

that area all the time, I'm pretty sure. The

9:25

next one I thought was absolutely

9:28

brilliant. And I've noticed a

9:30

few more people focusing on this area. And

9:33

actually there's some people we're working with that start

9:35

building courses in this space and so on as

9:37

well, which is around usability. And

9:39

this, this like, of course,

9:42

this has always been a massive

9:44

problem. That we spend a lot

9:46

of time building stuff. We don't really spend a lot

9:48

of time going through and saying, is this

9:50

a good user experience? Can we do some user testing? What

9:53

does the user experience look like when you go

9:56

through this and so on as well? So

9:58

I think it's always been something that's. kind of neglected

10:00

a little bit within

10:02

digital marketing. It might not always be neglected, but

10:04

I think sometimes people forget to get other people's

10:07

point of views because you understand your organization

10:09

so well. So something that makes sense to

10:11

you might not make sense to people who

10:13

are visiting your site. Massively, and I

10:15

think this whole piece of, I

10:18

look at something and go, well, why don't people get this? Why

10:20

are they not purchasing this thing? They're idiots, they should be buying

10:22

it. And actually you go and look at it and go, oh

10:24

yeah, it doesn't actually make any sense out of context. So

10:27

I think, yeah, seeing that other person's viewpoint, which is what

10:29

really usability a lot of it is about. What

10:32

I think is super interesting

10:34

about this is there was an organization that

10:36

they retailer, and they

10:39

said, I think 84% of young people are

10:43

choosing a retailer based on the user experience

10:45

and the lack of friction in the user

10:47

experience. So it's not that

10:49

they've got more products, they're cheaper, you know,

10:51

it's a lot of it is about, oh,

10:53

it's a great experience. And therefore

10:55

I'm more likely to use this, which is where

10:57

things like TikTok shop kind

11:00

of nailed because you're in the moment, you're seeing something,

11:02

it's there immediately in front of you, you can add

11:04

it to your basket and buy it really, really easily.

11:07

And actually that whole piece of, actually

11:10

it was so difficult previously,

11:13

I'm just, I'm hearing myself saying actually now. And

11:16

if you listen to the previous episode, you

11:18

know what this is about, I'm not gonna

11:20

go there. Recovery, Daniel. Yeah, maybe that's awareness

11:22

and acceptance. Yeah, exactly. It's gonna

11:24

be a long road to recovery. So

11:28

what we're seeing is that, if

11:31

you've got that friction, this experience, it makes a

11:33

huge difference, but it was really hard to achieve

11:36

that before, because you had to

11:38

get like WordPress and then you'd have

11:40

a WooCommerce plugin and it was all

11:42

a bit clunky. Now it's gonna get

11:44

Shopify, Shopify out of the box

11:46

will do much better than most retailers can

11:48

currently at the moment. So

11:50

It's getting easier to deliver that, that kind of

11:52

experience as well. And Some of the really big

11:54

retailers are really struggling in this space because they've

11:57

got these big legacy systems, they've got to try

11:59

and refresh and renew. Around this as well.

12:01

so I think. That. Focus on

12:03

usability Experience Use a journey

12:06

mapping understanding. Persona is a

12:08

customer research. And then

12:10

use a testing and usability tools. So

12:12

similar is amazing. Things that might have

12:14

clarity. Is completely free and will record

12:16

people using a website. Trying

12:19

to be able to build in Google Analytics

12:21

for those funnel reports that we spoke about.

12:23

reasoning with on the left side. On that.

12:26

On that previous, the sake of clarity

12:28

sank it any last week of launching

12:30

a new website with the team. And

12:33

we'd spent months rebuilding the

12:35

site and. I

12:37

just hope it would ruin of lungs a

12:39

meeting and I just haven't looked at the

12:41

months of couch your post. And. To

12:43

my horror could see an older recordings. Anybody.

12:46

With I O S, I was

12:48

sick of our apple five. They.

12:51

Had to back him and he's one either side

12:53

suspect. Know that when you join us that we

12:55

miss us about possibly was we were able to

12:57

see you know exactly what device it was on.

12:59

So I said that to develop and I'm like.

13:02

Oh yeah, nowadays it is really simple.

13:04

Fix said it was like. In

13:06

any major patch up really well we

13:08

see the said or even talking set

13:10

because you build a feature and he

13:12

test it. And he tested

13:15

in your browser test on mobile device but the so

13:17

many variations that you're potentially not not testing for

13:19

as well on there are times that well p. Diddy

13:22

kong to things as well but it easy

13:24

to be think that see doing these regular

13:26

reduce is great and do yet to use

13:28

the testes right but the to like clarity

13:30

be opportunity sees me. More. Regularly I

13:32

mean I can't as well with point

13:34

to icon again which is air and

13:37

I version of itacare studies which hit

13:39

you at ninety percent accuracy. You can

13:41

do these things quickly. Here

13:43

and at what I love about parties, my

13:45

uses A during the testing right for me.

13:47

No say in into a C stop. focusing

13:49

on our bang on about all the time.

13:51

but walk in the Cz be customers if

13:53

he can sit down and you've got to

13:55

defeat Germany. section. Really? Easy but

13:58

the to like currency to filter on thoughts. and

14:00

just look at the recordings and you only have to

14:02

watch maybe 10, 15 different

14:04

recordings. You know, kick back, enjoy

14:06

a cup of coffee and a biscuit and watch. Watch what

14:09

your users are doing. It's so, so,

14:11

so good, so rewarding. Always valuable time

14:13

spent. Yeah, well, I haven't really

14:15

thought about that. Whenever we launch something new live, any new feature

14:17

or a new page of content even, we should just make a

14:19

bit of a date in the diary to sit and watch some

14:21

recordings afterwards and just say, oh, how could we improve this a

14:24

little bit? And I'm

14:26

increasingly thinking that the

14:28

whole thing about if I could focus on new

14:30

content or improving existing stuff, it's improving existing stuff.

14:32

We've got so many thousands of articles and podcasts

14:35

and things like that. Loads

14:37

of it could be improved, I'm sure. So yeah, it's

14:39

definitely worth looking at. And particularly look at your most

14:41

popular pages and just go, how are these

14:43

putting people off? Because if you

14:46

can decrease your bounce rate on those pages by a

14:48

few percent, you need to have a load more people

14:50

doing the stuff you want them to do. So

14:53

much cheaper than spending more money on marketing to pull

14:55

more people in. Now just convert more of the people

14:58

that you've got. And if you watch 20

15:00

different videos, for example, of someone on your website

15:02

and just one of them leads to discovering something

15:04

that was wrong, then it's worthwhile. And

15:06

the tool is free. I think people forget

15:08

that Microsoft Clarity and Google Analytics is free. That's

15:11

it. And Clarity is great, I mean, because it does do,

15:13

I think there's unlimited numbers of pages now as well. I

15:16

think it gives you a huge amount. So, okay, the

15:18

next one I don't want to get into too much debt, but just to make

15:20

a big point, content marketing is

15:22

still coming out as one of the

15:24

most in-demand skills. And it's also in

15:26

our benchmark, one of the lowest skills,

15:29

which is amazing because pretty much all marketers will

15:31

be creating content. And I think this is the

15:33

problem that we think we're good at creating this

15:35

stuff. When you say it's one

15:38

of the lowest skills, which means it's

15:40

like one of the bottom feeder activities. I

15:42

know, I think from the point of view that when

15:44

you're testing people's skills, they're rubbish at it, basically. Like

15:47

they think they're good at it, but they're just not

15:49

particularly good at it. And that's what came out because

15:51

this is the first year that we've done this and

15:53

we've asked people their confidence as well as testing their

15:56

actual skills. And what's phenomenal

15:58

is the one content marketing is like... What

16:00

are your skills like? Like Aces. What

16:02

are your skills actually like? Terrible. There's

16:04

a biggest gap in the entire benchmark

16:06

between reality and confidence. And

16:08

if you add to that, there's more and more content

16:10

out there. And we've got all

16:12

these AI tools helping us to pump out rubbish

16:14

content. Plus, we just go back

16:17

to where we started, analytics and usability, we're

16:19

not very good at either. We create

16:21

content, we can't measure it, and it's a bad

16:23

experience. Well, I think we're not doomed. It's

16:25

the opposite. What I think it means is

16:28

it actually- Amazing opportunity. That's it.

16:30

Because if you can do a good experience,

16:32

you can create great content, you can measure

16:34

it properly, you're gonna have competitive advantage basically.

16:36

So I think that's a really kind of key learning

16:39

from this, is you might feel, oh, there's just too

16:41

much content, I can't compete. Yeah, but you've

16:43

just got to do something well, and you will stand out. You

16:46

only have to do one thing really, really

16:48

well, though. That's the exciting thing,

16:50

right? And that's where most content

16:52

marketing plans go horribly wrong. They're

16:55

doing- Pump out more of the same. Pump out

16:57

five things every week. Yeah, you're

16:59

not gonna do it. You can struggle to do

17:01

three, even with quite

17:03

a big team, because it always takes longer

17:05

than you imagine it would. And there were always

17:07

problems with it. No, just focus

17:09

on what's really important. To your

17:11

point, Daniel, taking existing content and

17:13

polishing in so much easier. And

17:16

actually, imagine if you literally rinsed a piece

17:18

of content five or six times. How

17:21

much better, how

17:23

many more orders of magnitude would that improve

17:25

it? Probably a lot. Yeah, and I

17:27

think the other thing to do is, something you do is

17:30

kind of, when you're researching content, is go and look at

17:32

what's out there on a particular topic,

17:34

review it all and say what's good and what's bad about

17:36

it. And you'll find loads of common answers, everyone's doing things

17:39

the same way. So we

17:41

were running a course today, and they started

17:43

to pick the topic of what

17:45

breed of dog should I get? I thought I was really into

17:47

this topic. It's

17:49

dogs, all three of us are massive dog fans, right? So it's

17:51

like, okay. So

17:53

they went in and everyone was like, here are the

17:55

10 top breeds of dog. This is what they like

17:57

and what they don't like. out

18:00

what type of dog's gonna match me and my life and

18:02

that kind of stuff. So the people

18:04

on the course basically went, well,

18:06

how about you've got a big like

18:08

infographic with all these different dogs laid

18:10

out for different temperaments and likes and dislikes and that

18:12

stuff. And then what you can do is filter your

18:15

lifestyle and it would take it, they disappear away until

18:17

you'd ended up filtering it down to the dog that

18:19

was just right for you. I

18:21

was like, that's, it's brilliant. They did that in

18:23

like 15 minute exercise, worked out

18:25

a really original way in a much more user

18:27

focus way of creating some content that would do

18:29

the same thing but do it 10 times better.

18:31

Would be a much better experience, would get clicks,

18:34

would get people engaging with it, would drive itself

18:36

up to the top of the search engines, no

18:38

doubt, because of that. And actually that's

18:40

10 minutes of thinking. But for some reason, we don't

18:43

take that step back enough. It's because it's

18:45

a dog eat dog world out there, Daniel. Boom

18:47

chica. We need to add, I need one of those

18:49

little pads that's got sound effects on it, I've decided. You want me to

18:51

add one in? So yeah, I think maybe

18:53

you should. And I think also we need

18:56

to beep out the word actually. And I'm just saying

18:58

actually, because I know somebody's still playing this coffee drinking

19:00

game when I say actually. They have to go with

19:02

coffee, some would do it. So I'm just gonna build

19:04

this into almost all the episodes now. Just

19:07

come with a warning. Today's episode is

19:09

a decaf coffee episode. Okay,

19:13

the last one that came out, well,

19:15

kind of the last one, was digital

19:17

strategy. And when people

19:20

say digital strategy, they don't really

19:22

know what they mean. But what they really

19:24

mean is planning. So

19:26

they're looking for people with the skills

19:29

to plan and organize and to manage

19:31

this stuff. Not

19:33

necessarily strategic planners,

19:36

as we might define it in more marketing theory kind

19:39

of way. So, you know, it's

19:41

great that you are looking for digital

19:43

strategy, but there's quite a lot to that topic.

19:45

And it's really just saying, how

19:48

can I go through? How can I plan

19:51

my digital marketing activity effectively?

19:54

But also very much part of that that

19:56

came out for the conversations was analytics and

19:58

iteration. to come up with a

20:01

best practice approach because the

20:03

reality is that marketing

20:05

channel mix, which mix of

20:07

search and paid search and LinkedIn and Instagram

20:09

and that kind of stuff is the right

20:11

mix, there's no real answer because it's different

20:13

for every user, it's different for every scenario

20:16

and it is changing over time. So

20:18

we're using best practice and planning and insights

20:20

to go, I think this is a good approach and

20:23

then we're using analytics and measurement and usability

20:25

experimentation to go, I think this is how

20:28

I should improve it. I

20:30

think a lot of skills around those kind of things are

20:33

really in demand at the moment because it's hard to

20:35

have confidence across all of the channels to be able

20:37

to go through and do that and

20:39

that's why I think the whole T-shaped marketer

20:42

piece, a broad set of skills understand all

20:44

the channels but have that kind of deep

20:46

knowledge and maybe measurement and analytics and planning

20:48

can be a really good skill set to

20:50

have because we used to always have that

20:52

conversation, should I be a specialist or should

20:54

I be a generalist? Both

20:57

is the answer in the end. You need to be a bit of

20:59

both sadly which makes life a little bit more complicated. The

21:02

last thing I wanted to raise up on this that's

21:04

come out in the conversations with

21:06

the benchmark as well is people saying, oh

21:08

are you going to add an AI section

21:10

to the benchmark and my positioning is absolutely

21:12

not because AI is impacting everything else. So

21:16

the ability to prompt the ability

21:18

to create custom GP2, it actually

21:20

falls under all these other subjects

21:22

so it's something that impacts everything else and

21:24

therefore what we've done with the skills benchmark

21:26

is we have put in loads of AI

21:28

questions within each of the sections to

21:31

test out those skills as well. So

21:33

the benchmark is looking at a wide

21:35

range of areas, analytics, strategy, paid search

21:37

and so on and the AI stuff

21:39

is kind of built into it. So

21:42

just to say to people, if

21:45

you haven't, if you're on a benchmark yourself, you can do it

21:47

for free, go in, takes about 20 minutes to complete it and

21:50

it will go through analytics and allow you to test out and

21:52

get some results and it will recommend a load of free content

21:54

to help you improve those skills. But if

21:56

you've got a team, you can also benchmark the team for

21:58

free and this is really interesting. because then you

22:01

can go through and say, where does my

22:03

team sit in comparison to my industry? Because

22:05

we've got this broken down by dozens and

22:07

dozens of industries as well. And

22:10

all you need to do is not get to 100% is

22:12

to say, well, if

22:14

the industry is here, and we can get ourselves

22:16

to be slightly better than that, that's

22:18

what gives us competitive advantage. So

22:21

I think it gives you a

22:23

much more data driven approach to

22:25

upskilling and improving knowledge across the

22:27

team as well. So targetinternet.com/skills, if

22:30

you just go through to the menu on target internet, go to benchmark, you

22:33

can download the full report, you don't need to put an email

22:35

in to get that, but you can benchmark yourself or your team

22:37

for free. And you can kind

22:39

of see where you sit against the industry. So

22:42

we would love to hear what

22:44

skills you're needing in your team, what

22:46

skills you're struggling with, maybe

22:49

what skills you think are underrated as well. I

22:51

think there's a lot of soft skill stuff and

22:53

team and all that kind of culture based stuff

22:55

that's probably underrated as well. So as ever, go

22:57

to the website, targetinternet.com/podcast and let

23:00

us know. And thank you for

23:02

listening to the Digital Marketing Podcast For

23:06

more episodes, resources, to leave a review

23:08

or to get in contact, go to

23:11

targetinternet.com forward slash podcast.