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.
- 83% of respondents said proving return on investment on marketing spends is important.
- 79% say it will be even more important to prove ROI in the next 12 months.
About the research: The report was based on data from an online survey of 1,000 US marketers (436 decision makers, 499 staff members; 263 digital marketers, and 754 marketing generalists). The survey was conducted between August 26 and September 11, 2013.