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Marketing pros are unprepared for digital change, study says

December 04, 2018 / Riia O'Donnell

The workforces of most marketing organizations are unprepared for digital change, according to a report from the Digital Marketing Institute. The institute surveyed over 200 global executive and senior marketing professionals. A majority of respondents (82%) believe their company must invest in staff training and development in order to remain competitive. App technology and AI were noted by the survey respondents as the most important emerging tech, while social customer service and emotional engagement followed closely behind. Today's marketing professional must be proficient in content marketing, social media and website design and optimization, the institute said. By 2020, researchers predict mobile and marketing automation will be increasingly prioritized as digital marketing priorities evolve.