According to research commissioned by Adobe, only eight per cent of senior UK marketers are confident in their own digital marketing skills, a shocking number given the way in which the popularity and necessity of digital marketing is rapidly increasing. It would seem that many marketers are struggling to keep up with the fast pace of the digital world and aren’t entirely sure what works and what doesn’t, which is something they will have to clarify soon before it’s too late.
The research also found that only nine per cent had confidence in the digital marketing skills of their teams, who are often chosen specifically for their abilities and what they can offer a campaign, which begs the question, why chose them in the first place? Perhaps the reason they are lacking in confidence in both themselves and their teams is because 52 per cent of marketers do not test their campaigns or content and instead rely on instinct, so with a number of unsuccessful, unplanned campaigns, it’s no wonder they are doubting their capabilities.
According to the research, two-thirds of marketing departments have not developed a data analysis or insight strategy, which is imperative to being able to set achievable goals and know that the digital content they are creating is targeting the right audience and bringing measurable results. 61% of respondents believe that most companies’ digital marketing approaches are a constant cycle of trial and error; we believe such cycles should be tempered with the knowledge of how to create a strong, successful strategy that can only be improved upon.
If so many companies are struggling to get to grips with digital content marketing, now is the time to take the online world by storm and perfect your digital marketing strategy. If you need help creating relevant, engaging and shareable content as a part of your wider strategy and you’d like to know what results you can expect, please drop us a line – we’d love to hear from you.