Adobe: Half of marketers not good enough at digital

By Rosie Baker | 8 October 2013
Adobe Digital Distress. What keeps marketers up at night?

Half of marketers in the US doubt their own skills and don't think they are good enough at digital to meet the challenges they are facing, according to a survey by Adobe. Are Aussies any better equipped?

The study of 1,000 marketers in the US in September found less than half (48%) feel they are highly proficient in digital marketing, and most have no formal digital training. Eight in 10 train on the job and just 9% of marketers claim they “know” their digital marketing is working.

In a not hugely surprising finding, 76% of marketers think marketing has changed more in the past two years than the past 50, but the report shows the majority of marketers are not confident they have the skills to keep up with the changes.

Worryingly, only 40% think their company develops effective digital marketing, but two thirds (66%) believe they won't succeed without it. The other 60% don't have confidence in what their company is producing.

Of those who rate their digital marketing as effective, they are twice as likely to be in a high-performing company, demonstrating the correlation between effective digital marketing and successful businesses, according to the report from the one-time creative software company that is now piling into cloud marketing solutions.

More than two thirds feel pressured to show ROI on marketing spend. The same number feel it is important to measure, yet under a third (29%) feel they are doing a good job at doing it.

Fewer than half marketers surveyed believe the marketing department has a significant influence over their company's overall business strategy.

The report revealed large gaps between the importance of and the performance of marketers in different disciplines, with the biggest gaps seen in measurement, creativity and innovation and measuring customer responses.

What do you think? Is the same true here in Australia?

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