Jo Royle

The digital marketing skills gap

We explore digital marketing skills gaps in the communication industry.We find digital marketing skills gaps across the communication industry.The industry needs best practice guidance.Blending digital skills with current marketing approaches is a key strategic challenge.We construct a Digital Marketer Model summarising core skills. Scholarly literature suggests digital marketing skills gaps in industry, but these skills gaps are not clearly identified. The research aims to specify any digital marketing skills gaps encountered by professionals working in communication industries. In-depth interviews were undertaken with 20 communication industry professionals. A focus group followed, testing the rigour of the data.We find that a lack of specific technical skills; a need for best practice guidance on evaluation metrics, and a lack of intelligent futureproofing for dynamic technological change and development are skills gaps currently challenging the communication industry. However, the challenge of integrating digital marketing approaches with established marketing practice emerges as the key skills gap.Emerging from the key findings, a Digital Marketer Model was developed, highlighting the key competencies and skills needed by an excellent digital marketer.The research concludes that guidance on best practice, focusing upon evaluation metrics, futureproofing and strategic integration, needs to be developed for the communication industry. The Digital Marketing Model should be subject to further testing in industry and academia. Suggestions for further research are discussed.

Publishing in international journals

This paper examines patterns of Chinese authorship, focusing particularly on international co-authorship, in a sample of 37,526 articles from Elsevier journals published in 2004. Trends relating to potential influences such as subject, journal impact factor and article type are explored. A slightly higher proportion of articles with at least one Chinese author was observed as compared to previous studies. Articles that are a product of Chinese international collaboration account for almost 20% of the Chinese sample as a whole, a similar proportion to levels of international collaboration within the sample overall. Chinese international co-authorship is most common in the Earth & Environmental Sciences. Where China is involved in international collaboration, it is often a proactive participant: 49% of articles that are a result of Chinese international collaboration have a Chinese corresponding author. With some minor variations in subject categories, countries favoured in international co-authorship reflect world shares in publishing and factors such as geographical proximity and political links.

Publishers’ relationships on the web: An examination of how publishers’ websites are causing changes in relations in the book industry

This research, funded by the British National Bibliography Research Fund, examined how publishers’ websites are causing changes in relations in the book industry in order to gain further understanding of the implications of the impact of the Internet on the publishing chain. The paper is set within the context of the development of electronic commerce and how business to consumer commerce is now being overtaken by the activity in business to business trading. Publishers have followed the main business trends in using their websites to develop relationships directly with the consumer, but have been rather slower in developing their business to business activity through the Internet. This study investigated what changes were taking place as a result of current publisher activity on the Web and how these changes were affecting the traditional lines of communication in the book industry. An analysis of a range of consumer publishers’ websites was carried out to see what facilities they were offering both to the general public and to business partners within the industry. Questionnaires and interviews were then conducted to establish how publishers, booksellers and wholesalers were using publishers’ websites and whether these sites were beneficial to the industry as a whole. Facilities found on the websites were examined and analysed in order to determine their usefulness and how they might be developed to aid business to business commerce. Additionally, several issues relating to online sales, changes in sales patterns and changes in working methods were discussed. Although an amount of quantitative data is included in the report, many of the issues raised relied on the perceptions and opinions of practitioners in the book trade.