More people will be required with savvy communications skills in marketing jobs in the future, according to new research published today (January 31st).
The Boston Consulting Group's Marketing Capabilities for the Digital Age report found that while 96 per cent of companies are using Facebook and 83 per cent using Twitter, few have a strong marketing strategy.
It believes that if one can be put into place, companies will gain from higher sales, lower costs and greater brand equity.
Strikingly, around 77 per cent of the companies questioned said that they are struggling to stay on top of where to reach customers, suggesting more people could be required to help out.
Finally, 55 per cent of survey respondents have only minimal or informal metrics to measure the impact and return of digital marketing efforts.
Meanwhile, Nigel Hawthorn of Blue Coat Systems believes it is too late for companies to impose restrictions on workplace device use, suggesting companies could also be exposed to security risks.
