Survey operate in a variety of sectors : creative or strategic planning , production (audio/video, graphics, events), BTL , social media , PR & media relations , digital and media planning . Only a minority (18%) operates vertically in just one of the sectors just mentioned, while more than half operate in 4 or more sectors, making diversification a typical strategy of this sector. communication agencies in Italy, digital marketing professional update - espero Skills and Training The communication sector is characterized by rapid obsolescence and turnover of traditional skills , supported and partially replaced by digital skills.
This trend is related to the internal dynamics of the sector and of individual companies which, in order to maintain and compete in the market, must anticipate trends, adopt creative solutions and innovative Asia Mobile Number List techniques and, above all for marketing activities, learn to capitalize on the competitive advantage that digital marketing tools, social media and analytics can provide. While basic skills (use of the Internet, smartphones and social networks) are now widely used at the user level, especially in young people, the more specialized and advanced skills for content creation and digital creativity.
For media planning and digital marketing are still scarcely used . The Digital Competence Observatory 2019 , conducted by the major ICT Associations in Italy [AICA, Anitec-Assinform, Assintel and Assinter Italia, with the contribution of CFMT and the patronage of MIUR and AgID - 2019] , detects for the first time the Digital Skill Rate (indicates the % of digital skills necessary to carry out a specific profession well) which for the Services, Marketing and Communication sector is between 15 and 30%. and rapidly innovative context, such as that of communication, the acquisition of new skills should be a priority strategic asset for companies : regular training processes ( continuous training ) and valorisation of human capital should guide the HR policies. Unfortunately, this still happens to a too small extent : only 18% of the communication companies involved in the UNA report, in fact, offer their employees.