The next most common worries are understanding whether campaigns are working (79% of survey respondents) and proving campaign effectiveness (77%).
Demonstrating return on investment for marketing spend is the fourth biggest concern (75% of respondents), followed by using digital tools effectively (70%).
Below, additional key findings from the report, Digital Distress: What Keeps Marketers Up at Night?, which was based on data from an online survey of 1,000 US marketers (263 digital marketers and 754 generalists).
- Only 48% of the digital marketers surveyed feel highly proficient in digital marketing.
- Generalists are even less confident, with just 37% saying that they feel highly proficient.
- Overall, only one in three marketers think their companies are highly proficient in digital marketing, and only two out of five marketers think their colleagues and peers are highly proficient.
- In particular, marketers feel ill equipped to tackle the digital challenges of e-commerce, personalization, and measurement.
Marketing Proficiency and Change
- In general, marketers have low confidence in their organization's marketing performance. Only 40% think their company's marketing is effective.
- Just 44% say their marketing departments have a great deal of influence over their organization's overall business strategy.
- 76% of marketers think marketing has changed more in the past two years than the past 50.
- Marketers are mixed on what areas to focus on in the future—with social media, personalization, digital advertising, and cross-channel marketing all seen as rising in importance over the next three years.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji