Marketers plagued by lack of confidence in digital skills, claims study
Digital marketing: US professionals voice concern about their lack of skills Digital marketing: US professionals voice concern about their lack of skills
Fewer than half (48%) of US marketers have faith in their digital marketing skills, with 61% taking a “trial and error” approach to digital, according to research from Adobe.
More worryingly, only 40% of marketers think that their marketing is effective and just 18% have formal digital training, with the remainder learn on the job.
Adobe’s ‘Digital Distress: What Keeps Marketers Up at Night’ report featured 1,000 US-based marketing professionals who were interviewed about their attitudes to digital marketing. Only 9% of those quizzed strongly agreed with the statement that they “know their digital marketing is working”. And yet, a majority (60%) of marketers think that businesses cannot succeed unless they embrace digital marketing.
Ann Lewnes, Adobe’s chief marketing officer, said: “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.
“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.”
The concern has to be that still only 9% of those quizzed could strongly agree that they ‘know their digital marketing is working’. Time and time again we see clients who are either currently investing or wanting to invest more heavily across digital but lack the fundamental understanding and skills to know what role digital can play within their business to help contribute towards meeting business goals.
If you don’t know what it’s going to do how can you monitor whether it’s been a success?
But it’s an easy hurdle to overcome.
Learning how to make the right upfront strategic decisions and knowing what ‘good looks like’ is the major challenge and opportunity for the modern marketer. The benefit of such understanding is fundamental to business success. Crack that and not only will the percentage of those with faith in their digital marketing skills continue to rise but so will the percentage of those who can confidently say that their digital marketing is working. That’s got to be positive for everyone, right?
Sometimes working with partners who can provide further insight into E and multichannel campaigns can support their Marketing efforts. Personalization is just one aspect of digital messaging or targeted campaign process and organization’s like JFmoore can help you build your next successful campaign.
Our advice to clients is quite simply to continue to trial and to continue to make errors but within a framework of understanding of the role that digital plays within the business to help achieve business goals. Understand that and only then can measures be put in place that indicate whether digital is working…or not.