Digital MarketingMarketing is changing and marketers are struggling to keep up, according to a new Adobe study.

Research from Digital Roadblock: Marketers Struggle to Reinvent Themselves showed that 64 percent of the surveyed marketers believe their job function will change over the coming year and 81 percent expect change in the next three years.

Though 40 percent of marketers are ready for the approaching job reinvention, only 14 percent of them know what to do to make the change.

“The shift to digital requires new technology, new approaches and, in many cases, entirely new roles for marketers,” said Adobe’s chief marketing officer, Ann Lewnes, in a press release. “The good news is that marketers see the change in front of them, and understand they need to embrace data, focus on creating personalized experiences and work across their social, Web and mobile channels. They just need to take the plunge.”

When asked what was holding them back, 30 percent of marketers said their companies struggled to adapt and didn’t provide enough training in new marketing skill sets.

Hiring more talent in key areas is another major finding in the report. The most in-demand positions that companies need in the next year are digital and social marketers, creative, data analysts and mobile marketers.

Getting more digital marketers hired can help create more channels to reach the audience, something that 73 percent of marketers listed as a driving force behind changes in the industry.

To address that need, mobile and social marketing efforts were named the “most critical” areas needed one year from now.

Moving forward, 33 percent of marketers said that personalization would be their most important asset. Twenty-two percent said big data was most important to marketing efforts and 21 percent said social.

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