Digital chiefs feel the pinch but are still cock-a-hoop

From the outside looking in, digital marketers might look like they are getting all the budget and all the recognition, but talk to those at the coalface and you will hear a different story, with many feeling overworked, underpaid and under-resourced, although they are a resilient bunch.
According to new research commissioned by agency Greenlight Digital, digital marketers are working eight extra hours every week on average, with almost half (46%) feeling overworked and nearly a third (30%) feeling underpaid.
The 41 Hour Report looks at what pressures digital marketers face during the average week and what emerging trends could affect the industry over the next few years.
Nine out of ten (88.5%) digital marketers work full-time, with the average hard at it for 41 hours per week, despite being contracted to work just 33 hours weekly. On avearge, they take home around £46,573 a year, although surprise, surprise, men earn almost a tenth (9.5%) more than women and are more likely to receive a bonus.
Despite feeling overworked and underpaid, more than four-fifths (84%) feel positive about their current role, while two-fifths (40%) feel very positive. Of those who feel positive, 41% said that they feel inspired while 40% are passionate about digital marketing. A further 38% said they are pleased because their role is understood, while 31% enjoy receiving recognition from their team.
Fewer than one in 20 (3.7%) marketers feel negative about their role, with just 0.5% feeling very negative.
But one factor is dismissed as myth as a lack of budget appears to be a key source of frustration for many digital marketers. Over half (56%) said they find it difficult to secure the budget they need, while almost a third (32%) struggle to prove ROI to their bosses. Other frustrations include difficulty in hiring top digital marketing talent (31%) and trouble identifying the right technologies to invest in (23%), amid so much hype and conflicting reports.
Greenlight co-founder Andreas Pouros said: “From tackling the latest technologies and platforms, to learning new skills and terminology, digital marketers face fresh challenges every day. While many thrive off this rapidly changing and innovative environment, our research suggests that digital marketers would like more recognition for the contribution they make.
“However, with almost one in three marketers struggling to prove ROI, this challenge is likely to persist. If digital marketers are to command the attention of C-level executives and secure a greater proportion of marketing spend to drive growth, the industry must get better at justifying and measuring investment in tools and talent, particularly when experimenting with new or unproven technologies and platforms.”