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Marketing goes digital: data handling instead of going on a good feeling

Digital transformation does not stop at the marketing departments. A rapid change is occurring, which includes personalization, multi-channel campaigns and digital marketing tools, as confirmed by a majority of the marketers. Almost two thirds (64 percent) of those surveyed expect their job requirements to change drastically again in the year to come. This is the result of the Adobe study “Digital Roadblock: Marketers Struggle to Reinvent Themselves”, according to which half of the participants want to restructure their jobs due to digitalization. The degree of professionalism and mechanization has become essential to marketing because long-term success depends on proving the return on the marketing investment.

However, getting to that point can be quite tricky. One reason for this is the lack of training options. Another is the fact that the companies themselves aren’t flexible enough. And not even every seventh marketer has a plan for restructuring. Too many possibilities are arising at the same time, there are too many things to work on, too many new paths and too many risks of possibly investing in dead ends. This results in the fact that more than 80 percent of the companies exhibiting at trade fairs consider online communication and media to be important, but still use it very little themselves. This is one of the insights provided by the dexperty management report “Communication in Trade Fair Environments” published in June 2014.

A willingness to take risks along with the ability to work across channels as well as measure and evaluate the effectiveness of campaigns are among the most sought after skills for successful marketers. This particularly applies to the use of new technologies, media types and platforms, which most (65%) use only once they have become mainstream tools, according to Adobe. For example 61% of the marketers view social media as the most important platform for the next 12 months (with increasing relevance for B2B as well), followed by mobile at 51 percent.

Another primary point of interest is big data. 74% of marketers indicated that the collection and efficient legal use of data for their own activities is the new reality in marketing. After all, two-thirds of those surveyed agree that “hyper-personalization” (i.e. using data to provide fitting offers, services and content at the right time) is of very special importance. However, only 39 percent of those polled stated that they had actually used consumer data for their marketing strategies in the past 12 months. Almost half of the marketers (49 percent) rely on their own good feeling when making decisions about investing their marketing budget.

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