As we approach the end of the year, marketers are taking stock of what has been working well and which strategies they need to change for the future. Adobe just surveyed over 1,000 U.S. businesses on this topic. The company's Digital Distress: What Keeps Marketers Up at Night? report shows what businesses will focus on during the next 3 years.
Marketers say they’re feeling most confident about brand building (70%) and creativity in marketing (63%). They also believe they have a good handle on events (62%) and content marketing (62%). These numbers shouldn’t be surprising as businesses should have significant experience at these tasks. Only 58% say they’re confident about their digital advertising. This trend is concerning because, by now, marketers show have accrued some experience in digital promotions. Businesses leaders have even less confidence in marketing measurement (54%) and personalization and targeting (53%), 2 areas of intensifying effort as digital advertising grows.
With up to 40% of marketing professionals saying they lack confidence overall in their company’s programs, they gave a variety of answers regarding which strategies they will focus on most over the next 3 years:
Social media marketing 13%
Personalization and targeting 12%
Creativity/innovation in marketing 11%
Digital advertising 11%
Marketers know they need a good digital strategy. Going forward, over half, 58%, will invest in more digital programs and 60% will purchase more digital technology. These businesses intend to continue focusing on ROI and looking for ways to prove their marketing is working.
At least 76% of marketers feel their field has changed more in 2 years than in the last 50 years. It's easy to understand why businesses feel they're not keeping pace with the rapid changes, especially when 82% say they are learning on the job. As they are learning, marketing professionals should remember that experience can be the greatest teacher. Setting a strategy is a good place to start, with the understanding that the strategy will need tweaking as the year progresses.
What is your strategy for your 2014 digital marketing campaigns?
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-owner of several small businesses in the health care services sector.
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