"One challenge that has been very prominent for digital marketers is the hiring of great talent, and companies are finally getting the budget to do that," said Laura McGarrity, VP-digital marketing strategy at Mondo, a technology and digital-marketing resource provider.
According to the study, the top hiring barriers are finding skilled talent (cited by 65% of respondents); the cost of quality staff (30%); attracting top talent (21%); retaining top talent (16%); and culture fit (26%).
"Turnover has been a really big issue," Ms. Garrity said, noting that the average tenure for digital marketing professionals is 12 months to 18 months. By comparison, average CMO tenure is 45 months, according to executive recruiting firm Spencer Stuart in a March 2014 report.
"There is such high demand and it's such a new space -- people are hopping around to find the best jobs," she added. "It is a candidate's market, particularly in digital marketing."
The top skill sets companies are hiring for this year are digital/social (54%), content creation (44%), big data/analytics (33%) and mobile strategy (30%), Mondo found.