Woke up about 4 AM with insomnia, thinking about a lot of stuff that had to be done. You know the feeling — mind racing, anxiety rising. Logged on the the Interweb and started to read the endless stream of digital stuff. The first thing I find? A research paper about how the endless stream of digital stuff is causing digital marketers anxiety about all the digital stuff.
The paper I was reading in my state of insomnia was “Digital Distress: What Keeps Marketers Up at Night.” Good. At least I’m not the only one with insomnia. I’ll tell you why this is happening: Too. Much. Information. In my work with digital marketers and content producers, a theme runs through it: The massive growth and ever-changing nature of digital information channels is freaking people out. Now we have this study to confirm it.
Here’s what they did: Adobe hired a firm called ResearchNow to survey 1,000 digital marketing professionals, online of course.
Here’s what they found:
1) The digital marketing profession is changing rapidly. Sixty-two percent of those polled said the profession has changed more in the last two years than the last 50 years.
2) Many marketing professsionals have low confidence that they can execute their job and that it can result in performance for the company.
3) Marketers found a high correlation between a high-performing company and strong digital marketing programs. (Yet it appears they are not exactly sure how to get there.)
4) Digital marketers are concerned about reaching their customers, executing campaigns, and tracking Return On Investment (ROI). Okay, no big surprise here.
This is pretty big. You mean the insecurity you might feel about how to use all these new social marketing channels, deliver and track results, and do it in a way that helps your company, that’s shared by everybody?
Yes. It’s true. All of this digital streaming of information is causing a huge amount of anxiety.
Relax, read the survey, and learn. And by the way — this is good digital marketing by Adobe.