As the digital marketing landscape continues to evolve and change, marketers are facing rising challenges in order to keep up with modern consumer expectations. To tackle these issues, many marketing professionals are increasing their investments in operational efficiency and hiring skilled marketers to stay ahead of the curve. 

Investment Goals – A Study

A new commissioned study conducted by Forrester Consulting on behalf of Emplifi reveals the challenges, strategies and investment goals of North American CMOs, marketing VPs, and directors responsible for CX, marketing strategy, paid media or social media marketing. The study was titled “Social Marketing Leaders Are In Critical Need of Integrated Data and Agile Technology”.

The study found that traditional advertising budgets are being cut in favour of digital marketing with out-of-home advertising such as billboards taking the biggest hit. Meanwhile, investment in social media marketing technology is expanding with three-quarters of respondents prioritising social or digital advertising tools and two thirds investing in social media marketing platforms.

Commenting on the findings, Emplifi CMO Zarnaz Arlia said: “With customers becoming more budget-conscious, marketers will need to get even more creative with their campaigns to become the brand of choice for the modern consumer. Acquiring the right technology to facilitate collaboration and agility, and equipping teams with the right roles will be key as we head into the new year.”

Hiring in Marketing

The study further revealed that growth and customer marketing professionals are by far the most actively demanded and recruited roles by marketing leadership. Moreover, a higher percentage of paid media, social commerce, and social video professional roles still need to be filled indicating that they could be newer (but growing) department functions.

By understanding these trends and challenges, marketers can better prepare their teams for the future and ensure they are well equipped with the right skills, technology and strategies to succeed in a digital-first world.

The Forrester Opportunity Snapshot was commissioned by Emplifi and surveyed 154 North American CMOs, marketing VPs, and directors responsible for CX, marketing strategy, paid media or social media marketing. The custom survey began in August 2022 and was completed in September 2022.

operational efficiency

Findings of the Survey

The findings of the study demonstrate that marketers need to focus on digital marketing if they want to stay competitive and successful. Investment in social media technology is increasing with three-quarters of respondents prioritising social or digital advertising tools and two thirds investing in social media marketing platforms. 

Growth and customer marketing professionals are also the most actively demanded and recruited roles, while paid media, social commerce, and social video roles still need to be filled. Acquiring the right technology, equipping teams with the right roles, and getting creative with campaigns are all essential to success in the digital-first world. 

By understanding these trends and challenges, marketers can better prepare their teams for the future and ensure they have the right skills, technology and strategies in order to succeed. The Forrester Opportunity Snapshot is a valuable resource to help companies stay ahead of the curve.