Over a third (34 per cent) of digital marketing managers have claimed that their boss has a poor understanding of digital and doesn’t invest in it sufficiently.
In the Marin Software survey of 200 UK digital marketing managers – who work across companies with a combined annual turnover of over £60bn – only 30 per cent believe their company has struck the right balance between the on and offline budget.
Nearly half (48 per cent) said that a greater portion of the offline budget needs to move to digital to deliver better returns for the business.
Elsewhere, 67 per cent said online needs to be better integrated with offline marketing, and two thirds (66 per cent) said more needs to be done to integrate different digital marketing disciplines – including paid search, social, SEO and display.
One of the top priorities for marketers in 2015 is working more closely to the IT team. Over half (54 per cent) said they are already working closely with their IT department, and one in five (19 per cent) are planning to do so in future.
However, only a quarter (26 per cent) said they planned to hire more people with data analysis skills.
Marin commissioned pollsters Censuswide to gather the views.