More than half of digital marketers taking part in a survey believe campaigns require taking risks and that marketing has measurable value, but proving return on investments to anyone other than their immediate peers is somewhat difficult.
The Adobe Systems study analyzes what keeps digital marketers up at night. With help from ResearchNow, the online survey of 1,000 U.S. marketers was conducted between late August and early September 2013. Some 66% of those surveyed believe their profession has changed more in the past two years than the past 50, and many lack the confidence to do a good job because they don't have the formal training.
In fact, 82% learn digital marketing techniques on the job, although 60% expect their companies to invest more in the technologies during the coming year. About 36% said they learn by watching other brands and companies. About 25% learn through trade conferences and seminars, and 20% rely on professional industry groups and communities.
Overall, only 48% feel "highly proficient" in digital marketing, and only 40% view their company's marketing as "effective." Only 9% strongly agree that they know their company's digital marketing works.
Marketers are also skeptical of their team's proficiencies. Overall, 39% said they are highly proficient in digital marketing, and 40% believe their marketing colleagues are highly proficient in digital marketing.
There is also a significant gap between perceived importance and actual performance when it comes to marketing measurement. About 76% of marketers believe measurement is important, versus 29% who believe they are doing it well.
Not surprisingly, 68% of digital marketers feel more pressure to show return on their marketing investments, 66% feel they won't succeed without a successful digital marketing approach, and 50% are under pressure to move to digital faster. Some 39% feel ROI is extremely important, followed by those who feel is it somewhat important at 44%, not that important at 4% and not at all important at 1%.
Marketers are most concerned with reaching customers, at 82%, followed by understanding whether campaigns work, at 79%; proving campaign effectiveness, at 77%; and demonstrating marketing return on investment, at 75%. About 66% of marketers believe measurement is important versus 29% who believe they already do it well.