This is one of the top findings by Adobe’s research “Digital Roadblock: Marketers struggle to reinvent themselves.”
Marketers know they must reinvent themselves, but don’t know how
- Sixty-four percent of marketers expect their role to change in the next year; 81% in the next 3 years.
- While two in five (40%) marketers surveyed stated that they wanted to reinvent themselves, only 14% of those marketers actually know how to go about it.
- Lack of training in new marketing skills (30%) and organizational inability to adapt (30%) are cited as key obstacles to becoming the marketers they aspire to be.
Future marketers need to take more risks
- Fifty-four percent of marketers believe the ideal marketer should take more risks and 45% hope to take more risks themselves.
- Sixty-five percent of marketers say they are more comfortable adopting new technologies once they become mainstream.
Companies need to hire more digital talent
- Marketers cite digital/social marketers (47%), data analysts (38%), creatives (38%) and mobile marketers (36%) as the key roles companies need to invest in over the next 12 months.
- Marketers recognize the importance of data, but aren’t widely using it to make informed decisions.
- The majority of marketers (76%) agree they need to be more data-focused to succeed.
- Forty-nine percent of marketers report “trusting my gut” to guide decisions on where to invest their marketing budgets.
- Seventy-two percent of marketers agree that long-term success at their company is tied to proving marketing return on investment.
Mobile and personalization are becoming bigger priorities
- Sixty-one percent of marketers see social media as the most critical marketing vehicle to focus on a year from now, followed closely by mobile at 51%. When asked to prioritize one capability that will be most important to their company’s marketing moving forward, personalization ranked highest.
To view the full report: click here
This article was originally published on Feb 28, 2014 and provided by Data-Driven-Marketing.net