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.
What Digital Marketing Execs Want to Improve in the Year Ahead
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