Marketing Considered One of the Least Valued Professions

“This study is a wakeup call for marketers. We know there’s a tremendous opportunity – online, on mobile, in social – in terms of where consumers are spending their time and money. But as marketers we’ve yet to really break through,” explained Ann Lewnes, chief marketing officer, Adobe. “Serving customers relevant content, delivering experiences that are engaging instead of intrusive and, just as importantly, measuring what’s working and what isn’t so that we can improve our marketing are all critical. When marketers begin to master these things we’ll turn the corner – consumers will start to notice and we’ll start to capitalize.” “Marketers are some of the most creative people in the world. Now that we have data insights to back up instinct, these outdated perceptions of marketing are going to change” added Lewnes. “When marketing is personalized for the consumer – and online experiences are rewarding – the impact on brands’ bottom line is going to be huge.”