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.
Continue reading "What Keeps Marketers Up at Night?" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs articles related to Marketing Strategy:
How to Identify and Prevent B2B Channel Conflict
You have a big channel partner who has doubled your sales. Yeah! But then the partner starts making decisions willy-nilly without checking with you. D'oh! Here's how to prevent similar conflicts. read this »
Could NFTs Replace Your CRM Strategy?
Do the potentials of blockchain technology go beyond the novelty of "owning" a digital piece of art? Perhaps. Future marketers could harness NFTs for functions typically associated with customer relationship management. read this »
Why ABM Should Be Supported—Not Driven—by Tech and Demand Gen
Is your ABM strategy following deals through close, or is it focused only on the top of the funnel? If the latter, your strategy is actually limited to tech and demand gen instead of true ABM. read this »
What Marketers Need to Know About NFTs
Okay, we've all heard about NFTs. But are they actually useful in the marketing world? How can brands incorporate them into their strategy? The answer may lie in community-building. read this »
The B2B Marketing-Sales Divide: More Leads vs. Better Leads
B2B marketers say their biggest marketing concern is how to generate more leads, whereas B2B salespeople say their biggest marketing concern is how to improve lead quality, according to recent research from SharpSpring and Ascend2. read this »
How to Create a Successful Pride Campaign
Pride Month is upon us, and many companies will rebrand with rainbows to mark the occasion. But running Pride campaigns without aligning your brand with LGBT struggles is disingenuous. Here's how to do Pride Month right. read this »