Need proof that the marketing industry is changing at lightning speed? Seventy-six percent of marketers think marketing has changed more in the past two years than it did in the prior 50, according to Adobe’s recent Digital Distress survey.
The rapid change has mostly been good news for marketers. They have more channels to reach consumers and more data to personalize messages. But it also poses some important challenges, namely:
The struggle to measure the value of marketing
Four in five marketers think the ROI of marketing campaigns can be measured. Still, less than half of marketers actually know if their digital marketing is working — and only 9 percent of those "strongly agree" that their digital marketing efforts are working.
Still, marketers aren't giving up. Three out of four marketers think measuring ROI is important — and most agree that it will only take on more importance in the coming year.
Proficiency deficit among marketers
When evaluating individual and company performance, marketers lack confidence in their digital marketing. Less than half think they're highly proficient at their jobs, and only one in three think their companies as a whole are highly proficient at digital marketing. What do marketers think they're best at? Brand building. What do they think they do poorly? E-commerce.
An uncertain future ahead
Marketers have different opinions about where marketing is headed, but one thing is clear: they agree that social media marketing and personalization are the keys to success in the coming years. There's a large disconnect between what marketers think is important and how well they're performing in those areas (64 percent of those surveyed say social media marketing is top priority, but only 31 percent say it's performing well). These gaps provide opportunities for improvement, mainly with measurement, creativity and innovation, the survey concludes.
Want to learn more insights? Read the full survey.