Less than 10% of top marketers confident in own digital skills, says study
Only 8% of senior UK marketers have full confidence in their own digital marketing skills, according to research commissioned by Adobe.
Digital skills: study finds top marketers lack confidence
Research also found just 9% had full confidence in the digital marketing skills of their teams, while 52% of marketers do not test their campaigns or content and instead rely on "instinct".
Bijan Bedroud, managing director for
"Research showed less than 3% of respondents received formal training. This is worrying as despite not having full confidence in their teams, 51% of marketers rely on colleagues to keep up with the pace of digital marketing trends."
Adobe also claims problems in the
Some 61% of respondents hold the belief that for most companies digital marketing approaches are a "constant cycle of trial and error".
Research was carried out by Vision Critical via an online survey of 501
Respondents were asked for their job title and split into "assistant", "junior", "senior" or "sole decision" categories with 90% of respondents falling into the latter two categories.
To ascertain confidence in their digital marketing skills, participants were given a multiple choice option including "fully confident", "generally confident" or "not confident at all".
This article was first published on marketingmagazine.co.uk
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