Only eight per cent of senior UK marketers have full confidence in their digital skills and nine per cent in their teams skills, according to new research carried out by Adobe.
These staggering statistics reflect research recently carried out in the US where just nine per cent of marketers are fully confident that their digital marketing is effective. While 61 per cent of US marketers believe that for most companies, digital marketing approaches are a constant cycle of trial and error.
Adobe says this lack of confidence is leading to key channels being overlooked and undervalued. Almost half of marketers don’t have a mobile strategy in place, despite smartphone ownership reaching over two-thirds (68 per cent) of the UK population in June 2013 and mobile now accounting for 14 per cent of all digital advertising spend.
Bijan Bedroud, managing director for Northern Europe at Adobe said: “I believe that at the moment many marketers don’t quite know what is working and they don’t feel they have the necessary skills or experiences to succeed in the digital environment. Our research showed that less than three per cent of respondents received formal training. This is worrying as despite not having full confidence in their teams, 51 per cent of marketers rely on colleagues to keep up with the pace of digital marketing trends.”
