Digital keeping marketers up at night

Digital keeping marketers up at night
SHARE
THIS



A new global survey of marketers has found that marketers say they are most concerned about brand building and measurement, when in fact their actions show they are really pouring their energies into digital advertising and content measurement.

Commissioned by Adobe and produced by research firm Edelman Berland, Digital Distress: What Keeps Marketers Up at Night?, also showed that more than half of all professionals who consider themselves primarily digital marketers lack confidence in their digital marketing ability. A majority of the 263 digital marketers surveyed said they haven’t received any formal training in digital marketing: 82 per cent report learning on the job.

Marketers also express low confidence in how their companies’ marketing programs are performing. Only 40 per cent think their company’s marketing is effective. When it comes to measuring the effectiveness of digital campaigns specifically, only 9 per cent strongly agreed with the statement that they “know their digital marketing is working”. Yet there is increasing pressure to measure marketing’s impact: 68 per cent of respondents feel more pressured to show return on investment on their marketing spend.

Most marketers out of the 1000 in total surveyed also said they thought marketing had changed more in the past two years than it had in the previous fifty.

Importantly, the study also found that high performing companies are spending more on their digital marketing efforts than lower performing companies. They also have more confidence in what their companies are doing, although this was still only around 50 per cent with significant room for improvement, the survey found.

The full presentation is available here.

A similar study conducted in Australia last November showed that Australian marketers were early adopters of digital marketing.

That study can be found here.

Please login with linkedin to comment

Latest News

Buxton Real Estate Appoints JPD As Strategic, Creative & Digital Agency
  • Advertising
  • Marketing

Buxton Real Estate Appoints JPD As Strategic, Creative & Digital Agency

Melbourne real estate group Buxton has appointed independent agency James Phillip Design (JDP) to handle strategic, creative and digital duties. JDP managing director James Peltekis said the agency was very excited about the appointment. “We’ve been collaborating with Buxton for a while now, working on their overall brand strategy and refreshing their brand. We’re delighted […]

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”
  • Media

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”

The Federal Court of Australia has given JCDecaux’s acquisition of APN Outdoor the green light. According to a release from APN Outdoor, the Federal Court of Australia has “approved the scheme of arrangement in relation to the JCDecaux transaction”. It adds: “APN Outdoor confirms that an office copy of the Court orders has been lodged with […]

WPP Scores Panadol’s Global Media Business
  • Advertising
  • Media

WPP Scores Panadol’s Global Media Business

GSK Consumer Healthcare has appointed WPP to support its global Panadol business, following a competitive pitch process. WPP will be responsible for creating integrated creative campaigns and content across advertising, digital, shopper and expert marketing, PR and communications for the global Panadol brand. The work will be delivered by a bespoke team led by CEO […]

Michelle Guthrie (Managing Director, ABC) at Radio Alive 2017
  • Media

Michelle Guthrie To Sue ABC

Former ABC managing director Michelle Guthrie is taking her ex-employer to court, according to several media sources. As reported in The Australian, Guthrie lodged papers with the Fair Work Commission earlier this week, citing unfair dismissal. Guthrie was fired half-way through her five-year term as managing director of the public broadcaster. The move follows news last week communications […]