---
title: "Senior Employees Have Greater Digital Marketing Knowledge: Study"
description: "Senior Employees Have Greater Digital Marketing Knowledge: Study"
---

[Web design & marketing tips by Ironpaper ](https://www.ironpaper.com/current)

# [Senior Employees Have Greater Digital Marketing Knowledge: Study](https://www.ironpaper.com/current/2014/06/senior-employees-have-greater-digital-marketing-knowledge-study)

 Written by [Sarah Howell](https://www.ironpaper.com/current/author/sarahmonious) | Jun 11, 2014 7:48:20 PM

<https://www.ironpaper.com/hubfs/Imported_Blog_Media/user.png>

If you had to guess who in your company had the better digital marketing skills and knowledge, would you guess yourself? Perhaps a colleague? Or what about your boss?

It might be a good idea to give your boss credit where credit is due, as a new study from Econsultancy reveals that senior level digital employees scored the highest on a test to uncover digital marketing expertise across the field.

The tests were scored across the levels of seniority. Employees at a **junior level** scored an average of **67 percent**, **mid-level** employees scored an average of **72 percent**, and **senior respondents **had an average score of **74 percent**.

The test was split into ten different sections: content, advertising, customer experience, eCommerce, analytics and data, eCRM and email, search, mobile, operations and strategy, and social. Out of 1212 respondents, only 3 percent scored in the highest percentile (91-100 percent). Still, almost a quarter of senior level employees scored 80 percent or higher. That number compares with only 18 percent of juniors and 26 percent of mid-levels who scored an 80 percent or higher.

The most significant difference was shown in the advertising section of the exam. Those at a **senior level** scored an average of **71 percent**, while those at a **junior level** scored an average of **57 percent** – a **25 percent difference.**

Senior-level employees ranked above 50 percent on each of the ten categories:

1. **85% **on operations and strategy
2. **85% ** on content
3. **84% **on customer experience
4. **83% **on ecommerce
5. **71%** on advertising
6. **70%** on social
7. **69% **on analytics and data
8. **68% **on mobile
9. **56%** on eCRM and email
10. **52%** on search

A higher-ranking official for the digital side of an automotive company summed up the study by commented on the Skills of the Modern Marketer report:

> “With more ‘digital natives’ coming into the workforce, the temptation is to feel like they know a lot when actually they have a lot to learn in terms of traditional marketing skills[…].”

Sources:

“Senior level employees have greater digital knowledge: stats.” 2014. Econsultancy.com

“Digital Skills Index.” 2014. Econsultancy.com

[View full post](https://www.ironpaper.com/current/2014/06/senior-employees-have-greater-digital-marketing-knowledge-study)

```json
{
  "@context" : "http://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Sarah Howell"
  },
  "dateModified" : "2021-06-30T03:09:17.805Z",
  "datePublished" : "2014-06-11T19:48:20Z",
  "headline" : "Senior Employees Have Greater Digital Marketing Knowledge: Study",
  "image" : {
    "@type" : "ImageObject",
    "height" : 200,
    "url" : "https://connect.ironpaper.com/hubfs/Imported_Blog_Media/user-200x200.png",
    "width" : 200
  },
  "mainEntityOfPage" : "https://www.ironpaper.com/current/2014/06/senior-employees-have-greater-digital-marketing-knowledge-study",
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "height" : 60,
      "url" : "/hs/hsstatic/content_shared_assets/static-1.4092/img/default-amp-logo.png",
      "width" : 60
    },
    "name" : "Web design & marketing tips by Ironpaper"
  }
}
```