Success dependent on coherent digital marketing strategies, 66% of marketers say

A new survey from software giant Adobe has revealed that marketers are beginning to put greater emphasis on the importance of a coherent digital marketing strategy, with many agreeing that companies that lack one are bound to fail. Despite this however, the report showed that only 48% of those questioned actually identify as proficient digital marketers.

The survey, which saw 1,000 US marketers questioned on their digital marketing habits, also revealed that only 9% of marketing professionals said they strongly agreed with the statement that they “know their digital marketing is working.”

As well as this, the survey highlighted the strong lack of formal training within the current digital marketing industry, with 82% saying they learnt on the job.

As new quality digital marketing courses are introduced into the industry, such as Squared Online, a partnership course created by Google and online business company, Home Learning College, it is hoped the trend in more formalised training will help plug the future skills gap that is predicted to emerge in the industry,which will see Britain in need of around 750,000 skilled digital workers by 2017 to keep up with the digital economy.