The Lack of Digital Marketing Skills: Developing a Digital Marketer Model for the Retail Industries

Abstract

The digital talent gap in the current scenario can create obstacle for an industry or a company to prosper. The key purpose of the study is to find out the lagging areas of digital marketing and further develop a digital marketer model for the Malaysian retail industry. Research problem or rationale that is investigated in the primary terms provides ideas on recent statistical aspects regarding lagging digital skills amongst the Malaysian retail industry. The study consists of five chapters that accelerate with introduction and proceeds towards conclusion after literature review, methodology and discussion. In the Introduction section, the issues related to digital marketing skills in Malaysia have been discussed. Literature Review section has kept its focus on the positive impacts of digital marketing along with a cohesive analysis of the challenges. On the other hand, the Methodology section has shown the data collection method and analysis techniques for the article. Results and Discussions have helped to know the different effects of digital marketing and its benefits in the present market. Finally, the Conclusion section has summarised the entire discussion and provided a recommendation to the retail industry for developing the above-mentioned model. The key observations depicted that the inclusion of different elements regarding digital marketing skill adopters, laggards, evaluators, followers, and leaders has been depicted through the model description.