- A poll of digital marketing by Adobe and Edelman Berland revealed that only 48% of digital marketers would rate themselves as highly proficient at digital marketing, and just 40% would rate their colleagues as such.
- Bleaker still: Only 9% of respondents think their digital marketing is working.
- Digital marketers from high-performing companies were more confident than those at low-performing companies and are twice as likely to rate their company as proficient.
The poll included only 1,000 marketers, so it's hardly representative of the entire industry. Still, it is a depressing revelation. The lower level in confidence is likely due to the newness of digital marketing. As an industry, marketers are still figuring out how to measure digital results, so it isn't all that surprising that so few professionals are confident their efforts are working.