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