Here's an interesting (though not altogether unpredictable)
conclusion of our new research:
'Not only does educational background seem to influence
seniority it also influences perspective'.
Seniority wise - Two thirds of senior positions are filled by
graduates from red brick universities. And their priorities? Strong
interpersonal and negotiation ability over technical computer and
internet related skills.
Compare this to junior respondents, half of whom have a more
vocational or former polytechnic university background. For them
it's creative and technical skills that are the most important
attributes of a digital marketer.
Healthy? Well a range of perspectives has got to be a good
thing. How good is it though for those perspectives to be so
What do you think? Does educational background and technical
aptitude tend to typecast marketers? Wouldn't an appreciation and
blend of technical and more traditional business skills across both
senior and junior positions serve the industry (and individuals
within it) better?