According to Adobe's Digital Trends Report 2019, tracking and understanding customers and the effectiveness of marketing campaigns are the areas in which marketing specialists stay up-to-date at night.
The biggest obstacle underlying marketers' key concerns was accessing and applying data-driven insights. Their primary concern was gaining a more complete understanding of their customers and how they engage with content. This is a solvable problem when professionals adopt data-driven strategies. On the business side, data-driven metrics could also provide a solution for developing a better understanding of the effectiveness of media spend and marketing campaigns, which is the second biggest obstacle to businesspeople getting 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 both small and large companies plan to further develop personalized experiences, leverage artificial intelligence, and reach audiences through unconventional channels such as virtual or augmented reality within the next three years. Marketers are grappling with some of the challenges that data presents. But as they expand their capabilities, the prospect of more advanced and engaging campaigns and strategies becomes much brighter.
- 44% have difficulty gaining a holistic view of customers across all interactions.
- 41% experience difficulties tracking marketing effectiveness and media spending.
- 40% Ensuring a consistent experience throughout the entire customer lifecycle
- 38% lack of internal resources
- 34% Missing interactions between marketing and technology
- 28% personalization of customer satisfaction without violating consumer privacy
- 20% lack of specialized marketing skills
- 16% Insufficient reporting
- 3% None of the above points
- 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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