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Lack of funding creates a digital divide

gulf between in-house and agency marketers is set to widen unless access to subsidised training is improved

UK - March 23, 2010

Nearly two thirds of marketers have no formal training planned or professional development path in place.

This is according to research by Emailvision, Europe’s largest on-demand email marketing software provider[1].

In-house marketers are the worst hit with almost nine out of ten missing out on professional training opportunities compared with 18 per cent of agency-based practitioners.

Overall, only 45 per cent had access to any kind of training budget with the vast majority expected to fund their professional development themselves.

The skills most in demand amongst the marketing community varied widely between in-house or agency-based staff although strategic planning was a priority for both (48%). New digital skills such as SEO and social media were top of the list for agency staff whilst those employed in-house were more likely to look at web programming or desktop publishing.

The top three areas in-house and agency marketers will be looking to brush up on this year are:

Client
1.   Web programming (HTML, CSS etc) – 94%
2.   Video / Audio editing – 83%
3.   Desktop publishing – 65%

Agency
1.   SEO – 96%
2.   Analytics – 76%
3.   Social media – 71%

Executive quote

Nick Gold, regional manager, Northern Europe at Emailvision said: “despite the economy’s fragile state, things are beginning to improve and the business community is quietly optimistic. Most anticipate that growth in the next twelve months will remain flat. Wise companies should be investing now to improve infrastructure and arm staff with essential new skills. Those who don’t do this now, and it is clear from our research there are many, will find themselves at a distinct disadvantage and risk losing out to competitors.”

Paul Anderson, strategic marketing consultant at Emailvision added: “In recent years the industry has seen an increase in the uptake of marketing training at both a business and grass roots level. That said, based on our own experience at the Emailvision Academy, these findings simply reinforce the fact that companies need to do more to support ongoing professional development, ensuring staff have the neccesary skills to achieve the best results.”

About the company

About The Emailvision Academy
The Emailvision Academy was opened in September 2009 as a centre of excellence to educate brands on best practice in email marketing. Based in London, it offers a range of courses designed to assist marketers in creating more effective campaigns and achieving a greater return on investment.

Further information available here: http://www.emailvisionacademy.com/

About Emailvision (www.emailvision.co.uk)
Founded in 1999, Emailvision has grown to become the global market leader in software as a service for email marketing. The Emailvision mission is to provide excellence in software & service for our clients to reach their email marketing goals.

The Emailvision software service, Campaign Commander™, has become the industry standard email marketing tool for eCommerce and publishing. Emailvision has over 4500 users worldwide.

Campaign Commander™ is used by marketers worldwide to plan, design, deliver and analyze their email marketing campaigns. This software service allows marketers to execute advanced tactics with minimal technical skills.

In 2009, Emailvision delivered over 24 Billion messages on behalf of 2000 clients and achieved a record 96.5% delivery rate. This quality of service is driven by over 10 years of research and development in global email delivery and deliverability.

In addition to its pioneering technology platform, Emailvision offers a global network of support and professional services. Passionate account managers provide clients with best practice advice, training and professional services.

The company has a growing staff of over 240 and offices in the major international markets including the USA, UK, France, Germany, Switzerland, Belgium, Netherlands, Scandinavia, Spain and Italy. Emailvision is listed on the NYSE Alternext stock exchange.

Contact details

For further press information and photography please contact:
Lauren Hoult at LEWIS, the PR agency
Tel: +44 (0) 161 457 2054
Email: emailvision@lewispr.com
Website: www.lewispr.com

Supporting materials

[1] According to a survey of 401 UK marketers at TFM&A conducted by Emailvision in February, 2010

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