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