Major obstacles in digital marketing development in Italy 2018-2019

A survey was conducted in Italy in 2018 which indicated the main obstacles in digital marketing development in the country. 78 percent of respondents that were working in the digital industry stated that the company’s management lacked in web culture and knowledge. 44 percent of them pointed out the big confusion in metrics and marketing measurements. Digital professionals indicated other drawbacks but gave very different opinions according to the size of the business. In big companies, respondents claimed to have too much high costs related to effectiveness of campaigns, while professionals in small enterprises wished for a higher number of enterprises active in the industry.

Boost digital marketing

  Digital professionals suggested already in a survey from 2017 to change the culture of managers and integration strategies of the companies. In the same poll, 49.51 percent of the asked respondents stated that data analytics is a crucial aspect.

Employment in digital marketing

  Are there enough employees in digital marketing to accomplish the change? According to data from 2018, in most Italian digital companies, the staff working in digital marketing does not go over five people.

Major obstacles in digital marketing development in Italy as of October 2018 and 2019

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Release date

October 2019



Survey time period

October 2019

Number of respondents

500 respondents

Special properties

respondents work in digital intensive fields

Method of interview

Online survey

Supplementary notes

Data related to 2018 was taken from a previous publication.

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Statistics on "Digital marketing in Italy"

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