Key findings:
- Customer feedback drives customer data collection among marketers, but budget concerns and lack of responsiveness pose challenges.
- Budget and content creation top marketers’ lists of concerns.
- Markets brace for a challenging 2025 as they face job insecurity and performance roadblocks.
Markets brace for a challenging 2025 as they face job insecurity and performance roadblocks
Looking ahead to 2025, four in ten marketers (42%) expect it to be ‘very or somewhat difficult’ to reach their performance goals, slightly less than the 46% who think it will be easy.
Nearly four in ten marketers feel indifferent (13%), stressed (13%), and anxious (12%) about their role in marketing. Despite these emotions, fewer marketers feel concerned about their job security: three in ten (29%) feel ‘very or somewhat insecure’ about their role. More than half (56%) expect the scope of their role to expand to some degree in 2025 (30% expand greatly, 25% expand slightly).
Budget and content creation top marketers’ lists of concerns
Lack of budget and the ability to continue to produce engaging content top marketers’ lists of concerns (15% and 13%, respectively).
| Which of the following is your biggest worry as a marketer? | |
| #Unweighted N | 675 |
| Budget | 15% |
| Having fresh, engaging, and creative content | 13% |
| Keeping up with the latest marketing platforms and tools | 9% |
| Audience engagement | 9% |
| None of the above | 9% |
| Staying on top of market trends | 8% |
| Having the right data and analytics | 7% |
| Campaign performance and ROI | 5% |
| Brand perception | 5% |
| Competition outpacing us | 5% |
| Something else | 4% |
| Being viewed as a cost center | 4% |
| Negative sentiment about marketing in my org | 3% |
| Effective cross-department collaboration | 3% |
Customer feedback drives customer data collection among marketers, but budget concerns and lack of responsiveness pose challenges
Customer feedback drives customer data collection among marketers, with half (51%) citing feedback from customers as the main use case for collecting data from customers, ahead of gaining target audience insights (37%), market insights (33%), event feedback/management (29%), and ad/message testing (23%).
Budget is also a leading challenge when it comes to collecting data on existing or potential customers (33%, tied with responsiveness of customers at 32%). One in four also cite challenges with data accuracy and reliability (26%), lacking time (26%), and being understaffed (22%) as the primary obstacles in getting data on customers.
