Paula Parkes, Head of Mar­ket­ing, Adobe Mar­ket­ing Cloud, APAC – LinkedIn @Key­we­bird

 

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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.

Check out the full study and info­graphic as well as the ani­mated info­graphic with more details on the research.

Here’s our new adver­tise­ment, for a tongue-in-cheek look at what’s caus­ing ‘dig­i­tal dis­tress’ to mar­keters … enjoy!

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