B&T: IAB launches two certifications to answer confidence gaps

The Interactive Advertising Bureau (IAB) has launched two new professional certifications to plug the local skills gap in data and electronic customer relationship management (eCRM) as well as search and mobile marketing.

The new global qualifications are in response to request from media buyers and clients for an industry benchmark to set apart people "who are truly educated in digital media".

They are also in response to research which found that while Australians are more confident delivering digital marketing activity there are gaps of knowledge.

Thirty-six per cent of Australian respondents said they were completely confident deliver digital marketing, compared to 33% worldwide, 21% in the US and 35% in the UK.

Australians are also more motivated, with 80% describing themselves as 'very motivated' to learn more about digital marketing compared to 69% in the UK and 70% in the US.

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