DMAT Assessment

Global Digital Marketing Proficiency Framework

22 October 2021

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Junior-mid level marketing talents don’t understand the digital skills they need and are expected to have to succeed in their careers. This problem is growing as skill expectations in the digital world continue to change and broaden. Up until now, no organisation placed sufficient effort into codifying what a digital marketer should know.

This framework developed by digital marketing leaders, academics, and industry contributors addresses this problem by codifying what organisations around the world expect marketers to know across digital marketing. 

The framework is used as the foundation for the DMAT assessment, ensuring that the assessment is relevant to marketing teams around the world when determining and validating the digital marketing skills of internal and potential employees.

Below we have broken down the core digital marketing focus areas, the skills expected by the industry, and how the framework was developed.

How can developing countries break out of poverty without education for citizens, without opportunity for them? Education and opportunity must be supported. They cannot be held back.  Providing digital marketing education to people in developing countries, helping to provide employees who can support digital marketing strategies in businesses of developing countries, and helping businesses grow through their digital marketing activities can support the growth of a country and its citizens.

8 Core Digital Marketing Focus Areas

Digital Marketing Strategy

Digital Analytics

CRM & Marketing Automation

Search Engine Optimisation (SEO)

Digital Advertising

Digital Content Marketing

Social Media Marketing

Web Development, UX/UI & Conversion Optimisation

If you would like a detailed breakdown of the categories, definitions, and outcomes, you can download the Global Digital Marketing Proficiency Framework.

How was the framework developed?

The framework development project was undertaken in 3-months and consisted of 6-phases: Online Market Research; Draft 1 Development; Review 1; Draft 2 Development; Final Review; and Final Development.

Phase 1: Online Market Research

Online market research was conducted through articles from leading organisations, individuals, academics, and educational institutions. This was supplemented by gathering 2041 data points of digital marketing job descriptions from around the world.

Phase 2: Draft 1 Development

Using the research from phase 1, the first draft of the framework was developed by the DMAT team and learning experts. This outlined an initial 12 core focus areas across the digital marketing ecosystem and a comprehensive list of skills that are expected of individuals under each of these focus areas.


Once developed, the industry review phase of the development process was implemented.

Phase 3: Review by Global Industry Council,
Global Academic Council & Contributors

On completion of the Draft 1 framework, the information was placed into a shareable document that was to be shared with the Global Industry Council (GIC), Global Academic Council (GAC) & industry contributors.

To ensure that their feedback was unbiased, individual copies for each of the contributors of the Draft 1 framework were created. This ensured that their review was not influenced by other contributors’ views.

Example of feedback on a focus area:

There were 22 leaders in the marketing field that provided their feedback on the framework. This feedback was collated and queried before developing the Draft 2 framework.

Phase 4: Draft 2 development

After adding the additional feedback from all of the contributors that made the framework industry-relevant, there was a robust framework for all the skills required of a digital marketer.


The next phase required the DMAT team and learning experts to combine and simplify the skills outlined to create the most concise framework possible.

Phase 5: Final Review

After combining many of the specified skill areas, a smaller group of individuals from the Global Industry Council and Global Academic Council were chosen to prioritise the most important skills for a digital marketer with a maximum of 8 “outcomes” per focus area. This process ensured that the framework consisted only of digital marketing skills that were most important to the industry currently around the world.

Final Development:

The final version developed is used to assist companies, educational institutions and individuals to understand the most crucial skills that they need to develop in order to thrive in the digital-first world of marketing.


Using this framework, the DMAT developed a 2-hour scenario-based digital marketing assessment that assesses and certifies the digital marketing proficiency of individuals. 


Want to see how your digital marketing skills tack up? Sign up today.


A few places where contributors work:

The global digital marketing assessment

A standardised online digital marketing assessment to help marketers maximise their digital skills

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