Measuring Marketing Skills Based on Digital Technologies

Marketers' skills in digital marketing are of particular importance to corporate executives or individuals who want to develop their business and attract more customers. The main purpose of this study is to measure business skills (research skills, technical and applied knowledge, monitoring and measurement, and ability of digital skills integration), and technical skills (Organizational skills, future prediction, and customer relationship skills) among digital marketers. This study is conducted on a survey basis, using the model of Rowell and Len, (2014) and descriptive data collection method. Proposed factors were analyzed using Pearson correlation test, one-sample t-test, paired t-test, t-test with two independent samples, and variance analysis through the significance-performance matrix which were conducted through SPSS. The resulted significance levels show that the highest average is related to future forecasting skills (with the value of 4.6188), and the integration of digital skills (4.4989), also the largest gap in the dimensions of Digital marketer's skills is related to future prediction skills (-1.0014), and monitoring and measurement skills (-0.8913