Bridging the Digital Skills Gap: Essential Training for the Future Workforce
Hate it or love it, our world is going digital. Fast. From how we shop and work to how we connect, learn, and even market our businesses, everything is shifting online. But here’s the thing: while technology races ahead, not everyone is keeping up. Many individuals are still figuring out how to navigate the basics, and businesses are scrambling to find people who can do so. Nowhere is this more evident than in industries such as marketing, where nearly every strategy, campaign, and customer interaction takes place online. And that’s precisely where MANCOSA’s BCom in Digital Marketing course can step in—equipping students with the future-ready skills companies are actively searching for. In this article, we’ll explore what the digital skills gap is, how it’s affecting industries like digital marketing, and—more importantly—what you can do to bridge the gap before it leaves you or your business behind.
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MANCOSA
What is the digital skills gap?
The digital skills gap refers to the growing mismatch between the digital capabilities employers need and the skills their workforce possesses.
As more businesses adopt digital tools and platforms, the demand for tech-savvy employees has skyrocketed; however, the supply hasn’t kept pace. This isn’t good, as one report found that 92% of jobs require digital skills.
Take digital marketing as an example:
A small business might invest in social media ads or email campaigns but struggle to get results because their staff doesn’t understand analytics, SEO, or how to optimise content for conversions. This gap not only wastes money but also limits growth, competitiveness, and customer engagement.
Why is the gap constantly growing?
The simple answer? Technology never stops evolving.
What worked six months ago in digital marketing, such as basic Facebook ad targeting, may be obsolete today. Platforms update their algorithms regularly, and new tools, such as AI-driven content generators or CRM integrations, continue to emerge.
For example, Google Analytics transitioned to GA4, a completely revamped system from its predecessor. Businesses relying on outdated tracking methods now face challenges in interpreting customer behaviour, which directly impacts campaign performance and decision-making.
Another example is how remote work is changing the way companies operate. HR managers now need to implement entirely new systems—from digital onboarding processes to productivity tracking software—instead of following traditional, older routes.
Without the skills to effectively evaluate and manage these tools, companies risk inefficiency and employee disengagement.
So, if businesses don’t keep up, they fall behind.
How is this impacting businesses?
Companies that struggle to find or train digitally skilled employees often face slower innovation, missed opportunities, and higher operational costs.
Delayed projects, poor marketing return on investment (ROI), and inefficient internal systems can all stem from one issue: a lack of digital fluency.
This is especially vital in fast-moving industries, such as manufacturing, where AI is rapidly advancing; marketing, where automation and systems are evolving almost monthly; and cybersecurity, where digital transformation is making companies more vulnerable to online attacks.
How is this impacting individuals?
Workers without digital skills may find themselves shut out of high-paying jobs or stuck in roles with little upward mobility. This lack of opportunity deepens inequality, particularly in communities with limited access to digital education or resources.
In today’s job market, digital literacy is no longer a “nice to have”—it’s essential.
Take Thandi and Mpho, for instance. Both are applying for the same marketing coordinator role at a growing e-commerce company. Thandi has recently completed an online digital marketing course, learning how to manage social media campaigns, use Google Analytics, and run email automation. Mpho, while experienced in traditional marketing, hasn’t kept up with digital tools or trends.
Despite having similar backgrounds, Thandi stands out because she can hit the ground running with the company’s digital systems. Mpho, on the other hand, would need training just to catch up. The employer chooses Thandi, highlighting the importance of investing in developing in-demand digital skills.
Which industries are most affected by the digital skills gap?
While tech, marketing, and finance are prominent examples, industries such as manufacturing, retail, healthcare, and even agriculture are increasingly relying on digital tools, resulting in a widespread gap across the economy.
Bridging the digital skills gap divide: what’s needed
The skills gap is a complex challenge. But, it isn’t unsolvable. By taking a multifaceted approach that includes education, access, and ongoing support, both companies and individuals can thrive in the digital age. Here are some ways we can bridge the divide.
1. Early integration of digital literacy in education
Digital learning shouldn’t start at the workplace—it should begin in the classroom. Teaching children basic coding, online safety, and how to use tech tools to solve problems builds a strong digital foundation early on.
Scenario: Imagine a high school where students collaborate on group projects using online meeting tools like Zoom or Microsoft Teams. They learn how to schedule meetings, share screens, present slides, and use breakout rooms effectively. By the time they enter the workforce or university, they’re already confident using remote communication tools.
2. Accessible upskilling and reskilling programmes
Adults require flexible and affordable learning options to keep pace with rapid changes. Online courses, bite-sized certifications, and corporate training can empower individuals to pivot their careers or enhance their existing roles.
Scenario: Sipho, a retail manager, enrols in a part-time digital marketing course after work. It teaches him how to utilise online platforms to market the company. As a result, he helped his store launch its first online campaign, which boosted sales and secured him a promotion.
3. Public-private partnerships
When governments, companies, and educational institutions collaborate, training becomes more closely aligned with the demands of the real job market. These partnerships can fund scholarships, develop industry-relevant courses, and create internship pathways.
4. Support for SMEs and entrepreneurs
Small businesses often lack the time or budget for digital transformation. Governments and corporations can provide digital toolkits, grants, or mentorships to help SMEs modernise.
Scenario: A rural entrepreneur receives a free online store setup through a government programme paired with monthly digital skills coaching. Within a year, her handmade crafts are selling nationwide.
5. Continuous learning culture in the workplace
A workplace that learns is a workplace that stays ahead. Companies must provide employees with continuous learning opportunities. According to Harvard Business Review, businesses that offer professional development opportunities have a 34% higher employee retention rate.
6. Focus on future-ready skills
Prepare for what’s coming, not just what’s here. Training should include data analytics, AI literacy, cybersecurity, and digital collaboration—skills that will define tomorrow’s workforce.
In the digital marketing world, for example, understanding how to interpret data is critical for making informed decisions about campaigns. AI is also revolutionising how marketers create content, automate tasks, and personalise customer experiences.
A comprehensive digital marketing course doesn’t just teach how to post online—it teaches how to track performance, optimise strategies, and use cutting-edge tools to stay ahead of the curve.
By upskilling in these future-ready areas, learners gain a competitive edge in a rapidly evolving digital landscape—whether they’re job seekers, entrepreneurs, or professionals seeking growth.
Digital marketing courses that can help bridge the gap
As mentioned, developing your digital skills is essential in almost all industries. But this is especially true if you’re considering a field like marketing.
With online platforms expanding and new social media platforms emerging, online marketing presents significant opportunities for brands to expand their reach and growth.
As such, these brands require skilled digital marketers.
This is where MANCOSA’s BCom in Digital Marketing can give you (or your workers) a competitive edge. Since this course is part-time, students can learn while working, allowing them to gain experience even as they pursue their studies.
Plus, to strengthen your or your employee’s skills even more, you can supplement all these digital skills with an AI course to teach them how to automate processes.
Register for a digital marketing course online
Now that you realise the importance of digital skills, especially in fields like marketing, you understand why you need to consider programmes that help bridge this gap.
If you’re interested in pursuing marketing as a career, or you’re a business owner who’s looking to upskill your employees so they can stay up to date with the latest marketing trends, consider enrolling in MANCOSA’s Bachelor of Commerce in Digital Marketing.
