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The advent of web marketing has driven considerable changes in recent years, particularly since smartphones hit the scene. Possibly more so than any other industry, the gap between existing skills and what business leaders believe to be valuable has widened. While the techniques and strategies have evolved dramatically, the job descriptions haven't always kept pace. Frequently, there is a disconnect between the skills wanted for the position, the skills needed for the particular business model, and a hiring manager's ability to decipher the candidate's accurate talent level. As with other technical fields, it can be difficult to interview a candidate whose knowledge and experience may be difficult to understand. Even for those who may have had marketing experience in the past, the continually evolving digital marketing component can be almost impossible to keep up with.