The digital skills gap is widening, and it's the same everywhere. That's what we've been surprised to discover in this Summer's international programme. I joined Digital Training Academy classes in Asia, Central America, Western Europe and Scandinavia not only to teach, but to learn more about the nature of the skills gap and what's needed to help firms leap forward.

In this edition of 'Tales from the Digital Classroom', we look at some of those findings, share marketing tips from recent Academies, talk with Academy graduates about their sectors, and give you a sneak preview of new Digital Training Academies coming up.
 

Digital Media Sales Academy: Get on top of the metrics
Media planners in six countries told us the same thing: there's nothing more frustrating than having sales teams get the numbers wrong. "It wastes our time, and if they don't know the difference between impressions, uniques and reach when they're selling, how can we trust the numbers after?" Our tutor's message: get the numbers clear before taking anything out to your agency. And if you're not proud of the traffic stats, look at whether the product is really up to the job.
More tips? Digital Media Sales Academy Classroom | Enquire about bookings | Request a skills assessment

Digital Search Academy: Set SMART objectives
We've been running The Search Academy for over three years and even last week we're still hearing learners talk (rather embarrassingly) of multi million search campaigns that don't have specific, measurable or time-bound objectives. Crazy, but true. We talk about SMART marketing objectives a great deal and I've posted some examples in one of the public Search Academy Classroom comment pages.
More tips? Digital Search Academy Classroom | Enquire about bookings | Request a skills assessment

Digital Media Planning Academy: Start with what you know
If you're completely new to online media, then one way to start is by following what you know. Look for the magazines, newspapers and television media that serviced your clients and their campaigns in the past. Chances are they'll all have online offerings, and that there will be a similar type of viewer logging on. You automatically get the same environment and that brand halo effect of the media property. Just remember to pay special attention to the audience volumes, campaign reach, and whether international viewers account for too many eyeballs. There are dozens of ways to approach online planning, but we've found this useful on the Orientation Level for helping thousands of print and broadcast planners find their webbed feet.
More tips? Digital Media Planning Academy Classroom | Enquire about bookings | Request a skills assessment

Digital Analytics Academy: Invest in analysts, not just analytics
It's not about the technology, it's about the people. That may seem like an odd learning point for a web analytics Academy, but while every website has a smart stats package, how many firms have 'data analysts' to interpret what it says or act on what they learn? If you do then rest easy: you're well ahead of the pack and gaining ground on your competitors. Our advice? For every dollar spent on software, put ten or more into the people who interpret it. Get your resources right and you'll be able to unlock the real value of understanding where your customers are going. Use the Web Analytics Digital Classroom for questions.
Video introduction to the Digital Web Analytics Academy | More tips? Digital Analytics Academy Classroom | Request a skills assessment

If you're trying to hire, then you'll know the challenge only too well. A massive shortage in the labour market that stretches from Singapore to San Francisco. Wage rates are spiralling, contractors are filling critical gaps, whole departments are understaffed. It's just as big a deal among senior directors, where a whole generation of marketing leaders are struggling to grasp the implications and models of the new channels. Read more...

Ask us to walk you through our research | Request a skills assessment
 

Digital Publishing Strategy Academy
Expanded to a one week programme for web publishing teams, or a condensed one day immersion for board directors and corporate finance analysts.
Discover how our management training changes firms

Digital Media Sales Academy
Expanded to include special two-day Academies for newcomers to online, those selling for a couple of years, and masterclasses for commercial directors looking to boost revenue.
Want to earn more? Ask us how we boost your sales

Digital Community Academy
Expanded to include strategy workshops about how to build your own sustainable online communities or market though generalist communities like MySpace and Facebook.
Don't waste time learning by trial and error: ask us
 

WillItBlend.com
This month's clear favourite from Academy graduates. How do you make kitchen electricals sexy? Take some heavyweight appliances, a heap of schoolboy mischief, a chef in a white coat, a sprinkle of viral marketing and a splash of social media; then pour the contents into a blender and watch the ingredients bond together to create the perfect recipe for viral marketing. Few firms have the nerve, vision, guts or raw creativity to try this; but when you get the formula right, the results taste awesome.
Destroy an iPhone in a blender | Find out more about the Viral Academy