I feel that most of the research on the digital marketing skills gap is qualitative (interview) research. I am looking for papers on quantitative research. Best,
I don't know a paper about it, but we recently did a project with Kings Business School to address this quantitative skills gap.
The marketing students were challenged to optimise a digital shop to maximise sales for a product of their choice. Each group of students implemented different nudges within the simulated shop and create different adverts for participants to go through before the shopping simulation.
The top-performing student group increased sales for their chosen product by 3X, by a series of nudges, and adverts, compared to the control condition. It was really impressive work from the students, pulling together all the theories they had learnt to influence the 'shopper' experience.
The practical was supported by Gorilla Shop Builder, which makes it easy for students to do create this type of shopping simulation.
https://gorilla.sc/product/gorilla-shop-builder/
The lecturer and students are going to present their work at the BeOnline conference on Tuesday July 5th:
https://beonlineconference.com/
You might find it interesting!
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