Despite marketers’ efforts to integrate digital marketing solutions into their strategies, new research suggests that they are still finding it difficult to meet their goals due to a lack of budget and resources.
Ascend2 recently published its “Digital Marketing Trends 2023” report, and statistics indicated that the majority of marketers (69%) only consider themselves to be “somewhat successful” in achieving their digital marketing strategy goals. About 11% of respondents admitted to being “unsuccessful” in this area altogether.
Strategically, most respondents (53%) claimed that a limited budget/resources was the most significant challenge preventing them from reaching their digital marketing objectives. This was followed by content marketing generation (30%), data collection (29%), and improving the customer experience (28%). Generally speaking, the majority of respondents (43%) stated that the pressure on them to improve their performance within the next 12 months has “increased moderately.”
Digital Marketers Shifting Focus Toward Marketing Technology
As digital marketers look to increase the benefits they are seeing from their strategies, previous research indicates that they are shifting their focus to marketing technology (martech).
CallRail released “The 2023 Outlook for Digital Marketing Agencies” report, and data suggested that most digital marketers (80%) now believe it is essential to stay up-to-date on trends and martech. In 2022, approximately 82% claimed that they adopted new technology and solutions to track their return-on-investment. As a result, 81% stated that they feel confident that they have the tools and metrics they need to support their decision-making process.
In terms of lasting trends, 54% believe that the metaverse is here to stay. Nearly 53% said the same about voice search, and 52% cited personalization.