Only 40% of marketers think their company’s marketing is effective
Less than half (48 per cent) of marketers feel highly proficient in digital marketing, while only two-fifths (40 per cent) think that their company’s marketing is effective, research from Adobe has found.
The study, Digital Distress: What Keeps Marketers Up at Night?, surveyed 1,000 marketing professionals in the US and found that 82 per cent of digital marketers learn on the job, while 61 per cent of all marketers think that, for most companies, digital marketing approaches are a constant cycle of trial and error.
“Marketers are facing a dilemma: they aren’t sure what’s working, they’re feeling underequipped to meet the challenges of digital, and they’re having a tough time keeping up with the pace of change in the industry. What’s worse, no one hands you a playbook on how to make it all work,” said Ann Lewnes, chief marketing officer, Adobe.
“But the opportunity for marketers is too great to let uncertainty slow them down. Marketers who are bold in their digital marketing efforts and investments, who are taking smart risks, and who are training their teams to be more ‘digital ready’ will be in a great position to capitalise on digital’s full promise.”
It was found that three quarters (76 per cent) of respondents think marketing has changed more in the past two years than in the past 50, while 66 per cent of all marketers think companies won’t succeed unless they have a digital marketing approach.