The most urgent digital marketing and communications skills gaps in Australia in 2024 are primarily centered around data and analytics, performance marketing, and social media management. These gaps are critical as they significantly impact business performance and the ability to make data-driven decisions.

Corporate manager reviewing reports

In short: The four most urgent skills 

  1. Data & Analytics
  2. Performance Marketing
  3. Social Media Management
  4. General Communications Skills

Why there is a gap in the market for these skills

  1. University courses don’t teach this
  2. VET system courses are out of date
  3. There is no “one way” to do these
  4. Businesses don’t know they need it

Digital Marketing Skills Gaps

Data and Analytics:

Data and analytics are the most significant skills gaps in the digital marketing sector.

Over one-third (36.9%) of brand-side marketers report a deficiency in these skills, which has increased from 34.4% the previous year.

This gap is driven by the rapid growth in data volume, velocity, and variety, as well as advancements in big data analytics, machine learning, and artificial intelligence.

The inability to effectively gather and analyse data is a major barrier for brands, leading to a high number of analytics-related inquiries and a reliance on outsourcing these skills. (source)

Target Audience sketch

Performance Marketing

Performance marketing is another critical area where 19.6% of marketing teams are lacking. This gap has also worsened compared to the previous year, indicating a growing need for expertise in this domain. (source)

Social Media Managment

Social media skills are among the most in-demand digital marketing skills, reflecting the importance of managing and leveraging social media platforms for brand engagement and marketing campaigns. (source)

Communications Skills Gaps

General Communications Skills

Communications specialists are among the top 10 most in-demand skills in 2024.

This demand is driven by the need for effective communication strategies in various sectors, including marketing, public relations, and corporate communications. (source)


Target Audience sketch

How industry is addressing these gaps

To address these gaps, businesses are increasingly looking to upskill their internal staff and outsource specialised skills to agencies or freelancers.

Upskilling initiatives are crucial but face challenges due to constrained budgets and the need for targeted training programs that align with current market demands.

This is where private, non-accredited training agencies are filling the gap between the non-job-ready education being provided by universities and the realities of the industries and businesses that graduates are finding themselves unprepared for.

The slow pace of new courses in established institutions and high cost and commitment level required is also driving businesses to alternatives that provide niche skills, particularly in “soft skills” like marketing and communications.

Social Media

The consequences of not filling these gaps

The consequences of not addressing digital marketing and communications skills gaps in Australia are significant and multifaceted, impacting both individual businesses and the broader economy. Here are the key consequences:

Reduced Productivity and Efficiency

  • Decreased Productivity: Skills gaps lead to inefficiencies as employees struggle to perform tasks they are not adequately trained for. This results in longer task completion times and lower overall productivity.
  • Inefficient Use of Resources: Without the necessary skills, employees cannot fully leverage available technologies, leading to wasted resources and missed opportunities for optimisation. (learn more)
Social Media

Missed Business Opportunities

  • Inability to Pursue New Markets: Companies lacking digital marketing skills may find it challenging to establish a strong online presence, limiting their ability to enter and compete in new markets.
  • Inadequate Response to Market Trends: A lack of expertise in emerging technologies and market trends can prevent businesses from adapting quickly, resulting in lost competitive advantage. (learn more)

Financial Risks

  • Increased Costs: Relying on external hires to fill skills gaps can be costly and counterproductive, as new hires require time to acclimate to the company culture and processes (learn more)
  • Lost Revenue: Skills gaps can lead to project delays, increased costs, and ultimately, lost revenue due to inefficiencies and missed market opportunities (learn more)

Stagnation & Competitive Disadvantage

  • Lack of Innovation: Without continuous upskilling, businesses may struggle to innovate and keep pace with technological advancements, leading to stagnation.
  • Competitive Disadvantage: Companies that do not address skills gaps risk falling behind competitors who are better equipped to leverage digital tools and strategies. (learn more)

Employee Morale & Turnover

  • Increased Turnover: Employees who feel overwhelmed and unsupported due to a lack of necessary skills are more likely to become disengaged and leave the organisation, leading to higher turnover rate (learn more)
  • Low Morale: Poor communication and inadequate skills development can lead to frustration and low morale among employees, further reducing productivity and increasing absenteeism (learn more)

So what’s next?

All your most experienced and qualified marketing people can’t be expected to stay on top of everything that’s relevant in 2024.

And this is even more true when your business is smaller. Which is why Clickstarter exists. We are continually learning, watching, doing and testing to ensure they every one of our curricula on marketing, entrepreneurship, social media and corporate storytelling is made for right now.

Email [email protected] to find out more about how your business can benefit from our exclusive business and marketing skills-gap training.