As far as new communication channels are concerned, there have been extensive developments in communications and marketing in digital era. Today, therefore, companies try to take advantage of digital marketing channels to provide suitable services for customers to improve their satisfaction level. However, this study aimed to identify and assess factors affecting skill gap in digital marketing.This study is a descriptive correlation one. The population consisted of experts in communications industry to identify most important skill gap in digital marketing and factors affecting them; also, managers and specialists of these companies were investigated to determine the role of identified factors in reducing skill gap. Using localized questionnaire and interviewing with ten experts who were selected by Delphi snowball method, the skill gap in marketing and factors affecting them were identified. Also, researcher made questionnaire consisting 32 questions and distributed them among 226 employees to investigate the identified factors role in reducing skill gap in digital marketing. The results showed that from four identified factors, some components including operational strategic factors and environmental factors had direct and positive impact on creating skill gap in digital marketing. The environmental factors such as social and cultural conditions, religion, technology, and economy had more proactive impact on skill gap in digital marketing. Also, the results showed that among skill gap in digital marketing of studied companies, the skills (Principles of Communication) and (Predicting Future) had the highest and lowest gap, respectively.

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