What Digital Marketing Execs Want to Improve in the Year Ahead

What Digital Marketing Execs Want to Improve in the Year Ahead

Marketing Strategy — Wed., Dec. 16, 2020

According to recent research from Altimeter, senior digital marketers say their top areas for capability improvement in the year ahead are personalization, performance, and segmentation.

Just over half (52%) of respondents say improving the ability to personalize experiences based on different criteria is a top priority, while 42% and 37% prioritize improving performance and segmentation, respectively. The top objectives of their digital marketing efforts in the next 12 months are acquiring new customers (40%) and increasing share-of-spend from key existing customers (39%).

The most desired skills for their digital marketing hires in 2020-2021 are data analysis, marketing automation/software expertise, and UX design. The report was based on data from a survey conducted in 2020 among 476 senior digital marketers in North America, Europe, and China.

... continue reading below

Sign up for free to read the full article.

Enter your email address to continue reading

What Digital Marketing Execs Want to Improve in the Year Ahead

Don't worry ... it's FREE!

Related Articles

How Do Marketers Learn About New Marketing Agencies?

Marketing Strategy

How Do Marketers Learn About New Marketing Agencies?

Word-of-mouth is the top way that marketers hear about new marketing agencies, according to recent research.

Five Marketing Strategy Frameworks to Choose From for Business Success

Marketing Strategy

Five Marketing Strategy Frameworks to Choose From for Business Success

Marketers succeed when they have a clear strategy. Marketing strategy frameworks provide a route to success. Here are five to choose from. Read more.

What's Changing in B2B Marketing in 2025? Everything.

Marketing Strategy

What's Changing in B2B Marketing in 2025? Everything.

Explore nine B2B marketing trends reshaping 2025, from AI-driven personalization to trust-focused data strategies. Read more.

The State of B2B Influencer Marketing

Marketing Strategy

The State of B2B Influencer Marketing

What are the top challenges B2B firms face with their influencer programs? Do they have dedicated budgets for those programs? What are their top influencer marketing priorities? Which B2B influencer content types are most effective?

Small Business Marketing Trends: Top Challenges, Goals, and AI Uses

Marketing Strategy

Small Business Marketing Trends: Top Challenges, Goals, and AI Uses

Small businesses say driving lead generation and dealing with budget constraints are the top marketing challenges they face, according to recent research.

Americans' Views on Companies, Technology, and the Economy

Marketing Strategy

Americans' Views on Companies, Technology, and the Economy

Most Americans say they do not think the government should punish companies for political stances, and they also say tech companies should be responsible for removing misleading content, according to recent research.