Marketers face difficulties in the digital age

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Marketing ProfessionalsDespite two in five (40%) marketers saying they want to reinvent themselves, only 14% of them actually know how to do it, according to data from a survey conducted by Adobe.

The study, titled Digital Roadblock: Marketers Struggle to Reinvent Themselves, is based on a survey of more than 1,000 marketers in the United States and provides fresh insights into the attitudes and beliefs of marketers seeking to redefine their role and expand their expertise.

Confirming the rapid transformation el salvador mobile database of the industry, 64% of marketers expect their role to change in the next year, and 81% believe this will happen within the next three years. But the path to reinvention remains challenging. Marketers surveyed cited a lack of training in new marketing skills (30%) and companies’ inability to adapt (30%) as the main obstacles to becoming the marketers they want to be.

Risk aversion is a stumbling block for marketers
When asked to describe what an ideal, successful marketer would look like in 12 months, 50% of marketers said they would take more risks, and 45% said they would want to take more risks. When it came to new technologies, marketers were generally more cautious, with 65% saying they would be more comfortable adopting new technologies once they become popular.

The results also highlight the difference between marketers at companies that spend more than 25% of their budget on digital campaigns compared to those that spend less than 10%. Marketers at companies with high digital spend are more likely (82%) to believe they need to reinvent themselves to succeed, compared to those at companies with lower digital spend (67%). Marketers at top-performing companies* are three times more likely (23%) to say they know how to reinvent themselves than those at weaker-performing companies (8%).

“The shift to digital requires new technologies, new approaches and, in many cases, entirely new roles for marketers,” said Ann Lewnes, chief marketing officer at Adobe. “The good news is that marketers see the shift right in front of them and understand that they need to increasingly emphasize the importance of data, focus on creating personalized experiences and work across their mobile, web and social media channels. They simply need to make the leap.”