There’s no doubt that the marketing world is evolving. In fact, 76% of marketers say that marketing has changed more in the past two years than it has in the past 50, according to Adobe‘s “Digital Stress: What Keeps Marketers up at Night?” survey. But not all marketers are confident in their marketing prowess. According to the survey, only 40% of respondents say their company’s marketing is effective. This lack of confidence is especially prevalent when it comes to digital marketing. Less than half (48%) of the digital marketers surveyed say they’re highly proficient in digital marketing, and just one in three marketers consider their companies highly proficient in digital marketing.
This digital doubt, for many marketers, stems from insufficient education. According to the study, 85% of marketers acquire their digital marketing knowledge from on-the-job experience, and 36% of marketers say they learn about digital marketing by watching what other companies do. A lack of education can also prevent marketers from having a clear vision of what they need to focus on in the future. The survey cites that 16% of digital marketers say social media marketing will be the most important focus area for marketers in the next three years, while 13% list personalization and targeting, and 11% list digital advertising.
But one thing is for sure: Digital marketing isn’t going away. Sixty percent of marketers foresee their companies investing more in digital technology this year, according to the survey. In addition, 66% of marketers say companies won’t succeed unless they have a digital marketing approach.
High-performing companies are continuing to invest in digital to stay ahead of the pack. According to the survey, 71% of high-performing companies are investing in digital channels or programs, compared to 52% of lower performing companies; and 73% of high-performing companies are investing in digital marketing technology, compared to 53% of lower performing companies.
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