What keeps marketers up at night – What Marketers Are Losing Sleep Over

Published on: June 6, 2019 / Update from: June 6, 2019 - Author: Konrad Wolfenstein

According to Adobe's 2019 Digital Trends Report, tracking and understanding customers and the effectiveness of marketing campaigns are the areas that keep marketers up at night.

The biggest obstacle underlying marketers’ top concerns was accessing and applying data-driven insights. Marketers' biggest concern was getting a more complete picture of their customers and how they engage with content. A solvable problem if professionals use data-driven strategies. On the business side, data-driven metrics could also be a solution to develop a better understanding of how effective media spend and marketing campaigns are, which is the second biggest problem in giving business people a good night's sleep.

Nevertheless, many companies hope to overcome these obstacles and further develop their analytical capabilities in the coming years. Adobe cited that within the next three years, both small and large companies plan to further develop personalized experiences, leverage artificial intelligence and engage audiences through unorthodox channels such as virtual or augmented reality. Marketers are struggling with some of the challenges that data brings. But as they expand their capabilities, the prospect of more advanced and interesting campaigns and strategies becomes more promising.

• 44% struggle to get a holistic view of customers across all interactions
• 41% difficulty tracking marketing effectiveness and media spend
• 40% Ensuring a consistent experience throughout the customer lifecycle
• 38% lack of internal resources
• 34% Lack of interactions between marketing and technology
• 28% personalization of customer satisfaction without violating consumer privacy
• 20% lack of specialized marketing skills
• 16% Inadequate reporting
• 3% None of the above
• 2% other

Tracking and understanding both customers and the effectiveness of marketing campaigns are the two areas that keep marketers up at night, according to Adobe's 2019 Digital Trends report .

The biggest obstacle underlying marketers' top concerns all came back to accessing and applying data-driven insights. The top concern cited by marketers was building a fuller picture of their customers and how they engage with content, a solvable issue when professionals use data backed strategies. On the business side, data-driven metrics could also be a solution for building a better understanding of how effective media spends and marketing campaigns are, which is the second biggest issue keeping business professionals from a good night's sleep.

Despite this, many businesses are hopeful that they will overcome these obstacles, developing their analytical capabilities in the coming years. Adobe cited that within the next three years both small and large businesses planned to further develop personalized experiences, utilize artificial intelligence, and engage audiences through unorthodox channels, like virtual or augmented reality. Marketers are contending with some of the challenges posed by data, but as they grow out their capabilities, the prospect of more advanced and interesting campaigns and strategies becomes more promising.

• 44% Difficulty getting a holistic view of customers across all interactions
• 41% Difficulty tracking marketing effectiveness and media spend
• 40% Ensuring consistent experience throughout the customer lifecycle
• 38% lack of internal resources
• 34% Lack of marketing technology interaction
• 28% Personalizing customer experience without violating consumer privacy
• 20% lack of specialist marketing expertise
• 16% Poor reporting attribution
• 3% None of the above
• 2% Other

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