A new report from consultancy firm Edelman has found that the internet marketing market is still suffering from the biggest threat to its future.
The research shows that over 70 per cent of internet marketing professionals do not trust the company that they work for to provide good services.
“There are a lot of new companies coming into the industry, and we’re seeing a lot more of them,” Edelman’s chief executive officer, Robyn Hargreaves, told ABC News.
Edelman says this is because they have to be able to deliver on promises of good quality to clients, while also offering a high level of customer service.
They’re also facing an industry that is evolving to meet the demands of the new and fast-growing digital market.
“They’re being pushed by the digital age, where the value proposition is very different to that of the old retail and office environments,” Ms Hargroves said.
“The customer is looking for a fast and effective solution, and that’s something they’re looking for.”
She says this presents a challenge for the industry.
It also highlights a problem for the people that are providing these services, with a shortage of qualified people.
“[We’re] having to do a lot to attract those people to the market,” Ms Harggreaves said.
“I think that’s one of the main reasons why we’re not finding as many people as we would like to.”
“It’s a little bit frustrating because it’s not just that we have a lack of qualified professionals, but we also have a lot less qualified people to offer.”
The research also shows that the digital world is changing rapidly, and there are now more than 10 million people on the internet.
Ms Hargraves says the market needs to adjust to this rapidly changing environment.
“We’re seeing more and more people trying to go to the internet for their personal information, but there are fewer and fewer companies that are offering good online services,” she said.
Online market leader, Amazon, has invested more than $5 billion in internet marketing to date.
But many of these services are still lacking quality control.
For instance, it has been revealed that many people who work for Amazon do not have a licence to offer their services online.
Mr Hargrabs also said that it was not enough to offer good customer service, as the company has not developed an internal reputation for being a good customer-service company.
Some of the other issues facing the internet marketers include the lack of clarity about the industry and the way it is regulated.
In order to be eligible to work in the internet market, a person needs to have a bachelor’s degree in marketing or a related discipline, or a valid internet marketing contract.
The Government has also taken steps to create a new regulator for the internet industry.
The Australian Competition and Consumer Commission (ACCC) will be able to identify and prosecute companies who are breaking the law.
This will allow the industry to move faster to regulate its business.