Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Digital: The Gap Between Importance and Performance
Posted on December 12th 2013
If marketers aren’t able to sleep at night, a study published by Adobe just might offer a reason why: we know digital marketing is important, but we’re not very confident in our ability to execute it effectively.
Adobe has a number of products it would like to sell to marketers – so of course we’re lacking – but in all fairness the research is well grounded: it surveyed 1,000 respondents using ResearchNow with 95% confidence and a margin of error at +/- 3%.
Some of the findings are at incredible odds:
- Just 44% say their marketing departments have a great deal of influence over their organization’s overall business strategy and (surprise!) just 40% think their company’s marketing is effective. And 61% of all marketers think that, for most companies, digital marketing approaches are a constant cycle of trial and error (as opposed to tried and true).
- Absent formal training 82% of digital marketers learn on the job but just 48% of digital marketers feel highly proficient in digital marketing. Yet, 60% of marketers expect their companies will invest more in digital marketing technology this year and another 66% percent of all marketers think companies must use digital marketing to be successful.
Analysis? Many marketers don’t begin their careers at marketers, rather businesses pay employees to become marketers. By far and large, marketers are being asked to execute an already decided business strategy through a set of skills in which they lack confidence but is crucial to success. And we’re hoping to solve the problem by throwing money at it.
Don’t read beauty magazines
“Don’t read beauty magazines they will only make you feel ugly.” That’s a line from a song but it underscores a psychology to marketing – we’re always looking at what someone else did in admiration without recognizing the quality of our own work.
In a world of social media, we’re constantly bombarded with vanity metrics, bravado and self-admiration. On the surface we dismiss these, but bit by bit, tweet by tweet, we’re wondering how we stack up. A friend once remarked that when someone passes a runner in a marathon, they take a little piece of that person with them; it’s like that in marketing too.
Sometimes I re-read my own blog posts from several years back and wonder what on earth I was thinking. Other times I re-read old blog posts and think to myself, gosh that was pretty smart; how do I do more of that?
Marketers by far and large, have are being asked to execute an already decided business strategy through a set of skills in which they lack confidence but is crucial to success. And we’re hoping to solve the problem by throwing money at it.
Problem. Solution. Results.
I don’t believe the digital marketing world is at quite such a gap.Sure there’s more to learn…Brian Solis put it eloquently when he said we are all students of new media. But there are something we can do to boost our own confidence. Here are three:
1. Marketing theory matters. It’s worthwhile to keep up on the latest trends, but there are grounded principles in marketing theory. The mediums by which we market may be new, but chances are someone has already tested an idea – in principle before. Invest in some quality time in classic marketing books. Ogilvy. Kotler. Reis.
2. Invest in a marketing portfolio. Investors use portfolios to eliminate the risk of a downside. They’ve got more than one horse in every race. It’s useful for marketing to think of programs and projects deemed experimental in a portfolio. Apply time tested principles in new mediums.
3. Make off the job training count. I choose to blog. I’ve made no greater investment in my own self-education than by blogging. Nothing compares to learning than making a bet on something that belongs to you. Blogging isn’t the only option – start a newsletter for a professional organization, learn to code, or take a new course like Google’s track on pay-per-click advertising.
* * *
Here’s the study:
What do you do to get an edge and stay sharp?