Developing a Framework Model for Cultivating Digital Marketing Competencies

Based on the views of educators and industry professionals an investigation is carried out in order to reveal the essential digital marketing competencies for success in business organizations. By ranking a set of thirty-five competency items it was shown that Entrepreneurs and Industry Professionals place a higher level of importance to some competencies related to Search Engine Optimization and Content Marketing. As a result, a taxonomical analysis is proposed based on a set of key success digital marketing competencies. These are presented in a form of a Digital Marketing framework comprised of five main dimensions: Marketing Strategy, Content Marketing, Search Engine Optimization (SEO), Social Media, and E-mail Marketing. Such a framework model would be useful to educators and industry professionals but also to graduates for building a successful career in today’s complex interrelated digital economy.