A new study released earlier this week by Adobe, CMO.com’s parent company, contains important findings for CMOs. Overall, “Digital Distress: What Keeps Marketers Up at Night?” demonstrates marketers’ lack confidence in their digital-marketing know-how, as well as their organizations’. And it’s little surprise given how quickly the marketing landscape has changed.
Here are 15 stats from the study that CMO.com found most sobering for CMOs:
1. Marketing has changed more in the past two years than in the past 50.
2. Fifty-two percent of digital marketers do not feel proficient in digital marketing.
3. Two in three marketers don’t think their companies are proficient in digital marketing.
4. Only two out of five marketers think their colleagues and peers are proficient in digital marketing.
5. Sixy-six percent of all marketers think that, for most companies, digital marketing approaches are a constant cycle of trial and error.
6. Only 44 percent of marketers say their marketing departments have a great deal of influence over their organizations’ overall business strategy.
7. Sixty percent of marketers expect their companies will invest more in digital marketing technology this year.
8. Fifty-eight percent of marketers say their organizations will up their digital marketing spend next year.
9. Most marketers don’t have formal digital training. Eighty-five percent of marketers acquired digital marketing knowledge on the job.
10. Reaching customers (82 percent), understanding whether campaigns are working (79 percent), and proving campaign effectiveness are the top three concerns for marketing staff.
11. Only 9 percent of marketers strongly agree with the statement, “I know our digital marketing is working.”
12. Sixty-eight percent of marketers feel increased pressure to show ROI on marketing spend.
13. Eighty-one percent of marketers believe marketing has value and that it can be measured.
14. High-performing companies are twice as likely to rate themselves as highly proficient in digital marketing (50 percent) than lower performing companies (25 percent).
15. Marketers don’t feel well equipped to execute e-commerce (43 percent), targeting (53 percent), and measurement (54 percent).