A Comparative Analysis of Digital Content Marketing Competency in Singapore and Thailand

The prosperity associated with electronic commerce has led to a boom in digital content marketing (DCM) jobs. Previous research has not focused on the study of DCM competencies despite the growing demand for workers with the skills required for DCM. This research analyzed DCM competencies by investigating DCM job advertisements posted on two leading job-search websites in Singapore and Thailand. The web content analysis method was employed with 140 jobs advertisements. The findings show that the DCM competencies required by employers in the two countries are similar across seven main categories and 26 subcategories. This research benefits the development of the DCM workforce.