Only 8% of senior marketers have faith in their digital marketing skills, reveals report

New research from Adobe has revealed that a mere 8% of senior UK marketers have confidence in their own digital skills. This suggests that marketers are struggling to keep their heads above water as technology used in digital marketing practices rapidly evolves.

More than half of marketers said that their digital campaigns were the product of trial and error or intuition. But is it good enough to base a whole campaign on a hunch?

This feeling of low confidence could be put down to the lack of data analysis by marketing departments, and lack of training available for digital marketing professionals. In fact, less than 3% of those surveyed had received no type of training at all.

Bijan Bedroud, Managing Director for Northern Europe at Adobe said: “Although marketers may not have full confidence in their skills or knowledge, most recognise just how big the digital opportunity is. It is marketers that have knowledge and insight, and who are training their teams to be more ‘digital-ready’, that will be in the strongest position to capitalise on digital’s full promise.”

Marketers are therefore in danger of missing out on emerging channels; nearly half of respondents did not have a formal mobile marketing strategy in place. With over two thirds of the population now owning a smartphone, it is surprising that many still fail to see the potential in reaching consumers in this way.