Adobe has launched a provocative new marketing campaign based on a recent study dubbed Digital Distress: What Keeps Marketers Up at Night? The research reveals insights on how 1,000 U.S. marketers feel they’re doing – as individuals, in their companies and relative to their industry peers.
The new marketing campaign and research really puts the spotlight on how rapidly our marketing profession has changed over the past 2 years as we’ve made the shift to a digital marketing approach. It’s not just you: marketers in the US are also feeling the pressure like never before as they work hard to show return on investment from their marketing spend. In spite of the genuine desire to measure and prove effectiveness, the research reflects that marketers feel doubtful about their skills and effectiveness, and about their ability to measure impact.
A few of my favorite stats:
- Only 40% of marketers think their company’s marketing is effective
- 60% of marketers expect their companies will invest more in digital marketing technology this year.
- 76% of marketers believe measurement is important yet only 29% believe they are doing it well.
- 66% of marketers feel digital is critical to their company’s success and yet less than half feel highly proficient in digital marketing. Worse, only 9% of marketers feel they know their marketing is working.
Here’s our new advertisement, for a tongue-in-cheek look at what’s causing ‘digital distress’ to marketers … enjoy!
So marketers: we’d love to hear what you think about the research – does this capture your experience here in Asia Pacific?