Therefore, new needs for competencies and skills have been studied, focusing on middle management who are at risk of getting lost in the game. And the preferable method to bridge the skills gap is a short intensive course that should include the modest technology overview, latest and most effective digital marketing tools and digital tactics, big data analytics and customer insights, measurement and ROI, content strategies and strategies. brand engagement, platform algorithms, social media marketing and customer journey trends.
INTRODUCTION
Background of The Study
In addition, the survey found that companies and professionals felt too much control over the message conveyed by the influence of social media (Galbraith, J. Gartner says big data creates big jobs: 4.4 million IT jobs worldwide to support big data by 2015), October 2012; Spitzer, Barbara.
Problem Statement
To bridge the gaps, we need to examine the real skill gaps among practitioners and what will be needed as top priority skills for future competent practitioners. They also mentioned about the importance of competencies which are key success factors in the PR industry ie.
Objectives of The Study
The practitioners who do not want to fall behind in the new communication silo and do not want to lose their jobs (Dietrich, 2015) may need to connect digital skills in addition to their traditional skills (Hanson, 2015). To recommend which methods work or do not work in the context of Thai culture.
Scope of the Study
Research Instrument
Research Methodology and Framework
The topic will focus on digital marketing skills competencies and needs for public relations in Thailand.
Contribution
Background
When drilling down to an individual country, Thailand ranks 23rd out of 25 countries ranked by Internet Users surveyed by eMarketer.com (November and is projected to reach 30.6 million in 2018 (Figure 2.3).
Impact on consumer behaviour
Upon closer examination of the source of information that most influences purchasing decisions (Figure 2.5), we found that TV tops the rankings at 57%, followed by print magazines and newspapers (38%) and social media (34%). From the above, it is clear that there are vast amounts of information being explored on the Internet, but only a small amount of information reaches consumers because the algorithm of search engines and social media limits the visibility and supply of information (Slegg, 2014).
The future of PR
These new competencies and skills needed to integrate digital marketing approaches with established marketing practices are becoming the most important skills gaps in this century. The Digital Marketing Skills Gaps Survey conducted by Royle and Laing, 2014, introduced the Digital Marketer Model (Figure 2.8) to summarize the essential skills for digital marketers.
Impact competency and new skill sets needed
Able to create and curate social media content (Facebook, Twitter, LinkedIn, Google+, Pinterest, StumbleUpon). Quote: “Tomorrow's PR professional faces an unlimited source of data about their key audiences.
Impact media landscape
All companies should be aware of the pros and cons of social media as word can spread quickly on social media. Waddel 2010 mentioned that social media helps public relations to build new relationships between leaders and the public.
Emergence of Big Data analytics
The Data Analytics skill requires the ability to combine data processing with strategic thinking and communication skills. PR and marketing leads must have an innate feel for the audience, an understanding of the mechanics of influence, real social media fluency, digital marketing knowledge and the ability to turn visibility into quantifiable results,” says Skerik, 2015.
Introduction
Research Question & Framework
Then the verbal conversations will be written as paragraphs before using grounded theory (GT) methodology to synthesize the data. Again, open coding and axial coding will be repeated and restructured according to the outcome of the data collection and concluded (rather than concluding) with a model or recommendation for best practice among mid-level and management level practitioners in the context of Thailand.
Research Instruments
- Initial Question preparation
- In-depth Interview
Research Sample
Introduction
Research findings
- Secondary Data content analysis
- Definition
- Skill gaps result among top management
- Skill gaps result among middle management
- Results among Top Managements
- Results among Middle Managements
In addition, we need to do digital marketing to gain brand awareness through multiple reaches and engagements. After checking their level of knowledge of digital marketing, we can see that they are strong in the field (Table 4-5).
Level of Skills (low to high): C Level
Summary of the Research
A large number of giant companies are closing due to the start of new businesses in the digital economy, also many media are converting from analog to digital. Since public relations must work with the media, then PR practices must change. A new paradigm of future PR is studied to recommend how PR can survive in the rapidly changing game.
The evolution of technology and digital convergence result in gaps in competencies and skills among communicators in Thailand, so new competencies and skill needs are studied focusing on middle managers who risk being behind the game. We use semi-structured interview and discussion questions to explore senior managers' opinions of middle management, as well as to explore middle managers' knowledge of their trust in digital literacy. The objective of research is to discover existing skills gaps and formulate effective solutions to bridge the gaps.
Summary of Research Findings
- Part I: Does a skill gap exist?
- Part II: The top priority skill needs to bridge the gaps
- Part III: The effective way to bridge the gaps
Integration skills include integrated online-offline strategies, cross-channel and media mix planning, traditional and digital marketing transformation. Practitioners working at communications agencies have fewer skills in digital marketing, online and offline integration strategies, media mix planning, content management, customer journey analysis and financial management. The skills gap widens with experience, the older the practitioners are; the less likely they are to have technical and digital skills (Holtz, S.
From the interviews, perceived digital marketing skills from top and middle management levels can be fully supplemented by lecturing at digital conferences and using books. Middle management also needs to improve in content marketing, creativity and innovation in marketing programs, brand building and customer response management. The course outline included modest technology overviews, the latest and most effective digital marketing tools as well as digital tactics, big data analysis and customer insights, measurement and ROI, content strategies and brand engagement, platform algorithms , social media marketing, customer journey trends.
Barriers and Pitfalls to Upgrade Digital Skills Sets
- Barriers
- Pitfalls
The learning atmosphere should be designed as a learning space where every participant can feel free to share their knowledge and experience. Point of interest: A simulator program for the practice of technical skills is not present in any institution and is an unmet demand of students. Perception of technical skills is too detailed and not time efficient to engage.
Digital marketing conceptual and new marketing tools techniques knowledge, including new trends in companies are more important. From research findings, digital literacy will become a mainstream competency for all marketing careers in the next century, and it cannot be learned by reading or listening, but by implementing. Not many digital marketing gurus and experts in Thailand can provide digital knowledge and skills in marketing language.
Discussion and Recommendation
- Area of Training Needs
In addition, Thai culture versus digital usage cognition has not been widely researched in Thailand to formulate digital solutions for each business sector. However, this research focuses on competencies and gaps in digital marketing competencies, and the chart below shows the areas of competency needs for improvement among senior and middle management levels. Top executives focus on consumer trends, creatives and business strategies, speed and cost efficiency.
Then, skills they need are put on social media, which is the most popular platform among target consumers to research consumer voices, hot issues, trends and community cultures. Middle management employees focus on knowledge of digital marketing, effective communication methods, consumer insight and brand reputation. Thus, the skills they need are placed on content marketing, social media marketing, creativity and innovation in marketing program and brand building.
Recommendations
- Limitation of this Study
- Future Research Possibility
A ต้องการเพิ่มความสามารถ 1) เลือกกลยุทธ์ในการสื่อสารกับกลุ่มเป้าหมายอย่างมีประสิทธิภาพ ใช้สิ่งนี้ให้เกิดประสิทธิผลสูงสุด 2) Social media .. การตลาด / การตลาดออนไลน์ 3) การจัดทำงบประมาณ 4) ทักษะการจัดการ 5) ความรู้เกี่ยวกับสื่อใหม่ A ใช้โซเชียลมีเดีย เป็นพื้นฐานสำคัญในการประชาสัมพันธ์ และสิ่งที่น่าสนใจมากขึ้นเรื่อยๆ ก็คือ การสอดส่องทางสังคม ซึ่งสนใจว่าผู้คนพูดถึงเราอย่างไรในโลกอินเทอร์เน็ต.. และวิธีที่เราโต้ตอบกับพวกเขา.. นักข่าวและผู้มีอิทธิพลในโลกออนไลน์แตกต่างกัน เครื่องมือที่ใช้มากที่สุดคือโซเชียลมีเดีย คน Gen M มีความอดทนในการอ่านน้อยลง สิ่งนี้ควรถ่ายทอดเป็นรูปภาพและข้อความเล็กน้อยเพื่อสร้างความประทับใจให้กับผู้คน
โซเชียลมีเดียอย่าง FB และ Youtube จะเป็นเครื่องมือประชาสัมพันธ์ที่สำคัญในปี 2559 เนื่องจากสื่อทั้งสองนี้ทำให้ผู้ใช้มีแพลตฟอร์มในการแสดงออก 1 1 1 ทักษะหลัก (การเขียน การจัดการโครงการ ผลผลิต) เป็นรากฐานที่สำคัญสำหรับทักษะ DM และโซเชียลมีเดีย หน้า 69 16 13 การเกิดขึ้นของสื่อดิจิทัลและโซเชียลมีเดียได้เปลี่ยนวิธีที่ธุรกิจโต้ตอบกับสาธารณะ
โซเชียลมีเดียและการสื่อสารดิจิทัลยังคงเป็นช่องว่างด้านทักษะอันดับหนึ่งที่ผู้ซื้อต้องการแก้ไข 40 40 โซเชียลมีเดียเป็นส่วนหนึ่งของการประชาสัมพันธ์ที่แพร่หลาย
- What do you think will be the most important knowledge/skills to PR in the next 3 years?
- What top priority skills are needs to bridge the gaps?
- How to bridge the skill gaps? What the most effective way should be?
- Barriers and Pitfalls of new skills sets to be upgraded among middle and management levels practitioners?
If you use an agency, are you satisfied with the level of competencies/skills they provide from their staff, if not, what do you think is lacking or could be improved. Are there any other competencies you would like to have the ability to develop in current digital media/marketing staff. Please tick UP TO TWO BOXES for each row - first your current skill level on the left and then, if relevant, in the last column, whether you think you need to improve this skill.
