What digital marketing execs want to improve in the coming year

Seasoned digital marketers say their key areas for skill enhancement over the coming year are personalization, performance, and segmentation, according to recent research from Altimeter.

The report is based on data from a survey conducted in 2020 of 476 leading digital marketers in North America, Europe and China.

Just over half (52%) of respondents say improving their ability to personalize experiences based on various criteria is their number one priority for their digital marketing leadership role in the coming year, and 42% say the Improving the performance of digital real estate is a top priority.

Around 37% of leading digital marketers say developing more effective segmentation is their top priority for the year ahead.

Main goals over the next 12 months

Executives say the main goals of their digital marketing efforts over the next 12 months are to attract new customers (40% say so) and increase the percentage of spending by key existing customers (39%).

Most in-demand skills

Executives say the most desired skills for their digital marketing recruitment in 2020-2021 are data analytics, marketing automation / software expertise, and UX design.

About research: The report is based on data from a 2020 survey of 476 leading digital marketers in North America, Europe and China.

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