Marketing automation

Adobe Insights: Big Changes in Digital Marketing


By Boyd Wason   17 Dec, 2019

Some very interesting valuable insights in this Adobe commissioned research project looking at how digitally-equipped marketers are feeling.

Digital has changed so fast and there's so much going on that it's no wonder marketers are struggling to make sense of things. Our advice - don't sweat the small stuff - focus on developing strategies and working with the best people you can find to make them happen.

iStock-1163124956Marketing has changed more in the past two years than in the past 50

By Adobe | May 2014

Based on a broad survey of marketers, the findings revealed a striking lack of confidence in digital ability. Less than half (48%) of professionals who consider themselves primarily digital marketers feel highly proficient in digital marketing.

A majority of digital marketers haven’t received any formal training in digital marketing: 82% report learning on the job. Marketers also express low confidence in how their companies’ marketing programs are performing. Only 40% think their company’s marketing is effective. When it comes to measuring the effectiveness of digital campaigns specifically, only 9% strongly agreed with the statement that they “know their digital marketing is working.” Yet there is increasing pressure to measure marketing’s impact: 68% of respondents feel more pressured to show return on investment on their marketing spend. “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 capitalize on digital’s full promise.” “Marketers feel the pressures, and in some cases understand what they should do, but lack the confidence that they will succeed. They’re anxious about understanding ahead of time what makes for good creative and smart digital strategies, managing complexity, and measuring real impact. Plus, so much of marketing today is a moving target,” said David Edelman, global co-leader, McKinsey Digital, McKinsey & Company. “But you have to get in there and play and learn. The challenge is getting comfortable with risks. Set aside a portion of budget–10-20%–and really try new things.”

Marketers report strong doubts about their skills, effectiveness, and ability to measure the impact of their campaigns according to research released from Adobe. The study, Digital Distress: What Keeps Marketers Up at Night?, polled 1,000 marketing professionals in the U.S. and exposes new insights into the industry’s beliefs and attitudes toward digital marketing ...

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