AI Anxiety Among Marketing Executives Persists; New Survey Shows Majority Feel Negatively About AI
AI Anxiety Among Marketing Executives Persists; New Survey Shows Majority Feel Negatively About AI
Fiverr Pro's Second Annual Marketing Report also finds execs are loosening RTO policies and 69% report an increase in freelancer utilization
Fiverr Pro的第二份年度營銷報告還發現,高管們正在放寬RTO政策,69%的人表示自由職業者的利用率有所提高
AI Anxiety Among Marketing Executives Persists; New Survey Shows Majority Feel Negatively About AI
營銷高管對人工智能的焦慮仍然存在;新調查顯示大多數人對人工智能持負面看法
NEW YORK, Sept. 25, 2024 (GLOBE NEWSWIRE) -- Fiverr International Ltd. (NYSE: FVRR), the company that is changing how the world works together, today unveiled its second annual Marketing Executives report from Fiverr Pro. Fiverr Pro is Fiverr's premium solution for medium to large businesses seeking top professional talent. The survey of more than 500 marketing leaders in the U.S. uncovers a growing reliance on freelancers to fill crucial gaps, with executives also voicing concerns about the role of AI in their industry and the strategic shift towards a hybrid workforce model blending freelance and full-time talent.
紐約,2024年9月25日(GLOBE NEWSWIRE)——正在改變世界合作方式的公司Fiverr International Ltd.(紐約證券交易所代碼:FVRR)今天公佈了其第二屆年度報告 營銷主管報告 來自 Fiverr Pro。Fiverr Pro是Fiverr的優質解決方案,適用於尋求頂尖專業人才的中型到大型企業。對美國500多位營銷領導者的調查發現,人們越來越依賴自由職業者來填補關鍵空白,高管們還對人工智能在其行業中的作用以及向混合自由職業者和全職人才的混合勞動力模式的戰略轉變表示擔憂。
"This annual survey offers a clear and detailed year over year snapshot of the changing priorities within marketing, showing how industry leaders are adapting their strategies to remain competitive. It's evident that the leaders who use freelancers don't see them as just a bonus; they're productivity game-changers. It's clear that freelancers aren't just here to pick up the slack–they're here to help you win. In a world where speed and flexibility define success, freelancers are integral to a company's competitiveness," said Maya Roisman, General Manager, Fiverr Pro.
「這項年度調查逐年清晰而詳細地概述了營銷領域不斷變化的優先事項,顯示了行業領導者如何調整戰略以保持競爭力。很明顯,使用自由職業者的領導者並不認爲他們只是一種獎勵;他們是生產力遊戲規則的改變者。很明顯,自由職業者來這裏不只是爲了彌補空缺,他們來這裏是爲了幫助你獲勝。在速度和靈活性決定成功的世界中,自由職業者是公司競爭力不可或缺的一部分。」 Fiverr Pro總經理瑪雅·羅伊斯曼說。
Key trends from the report include:
該報告的主要趨勢包括:
- Freelancers as Essential Team Members: 69% of marketing executives report an increase in freelancer utilization this year, solidifying their role as crucial contributors to team success.
- Regular Integration: 63% of marketing leaders now engage freelancers on at least one out of every four projects.
-
Bridging Skill Gaps Post-Layoffs: Over a quarter (28%) of executives are turning to freelancers to cover skill gaps resulting from workforce reductions.
- 自由職業者是必不可少的團隊成員:69%的營銷主管報告說,今年自由職業者的利用率有所提高,鞏固了他們作爲團隊成功關鍵貢獻者的作用。
- 定期整合:現在,有63%的營銷負責人至少在每四個項目中就有一個聘請自由職業者。
- 彌合裁員後的技能差距:超過四分之一(28%)的高管轉向自由職業者,以彌補因裁員而導致的技能差距。
Evolving Office Dynamics:
不斷變化的辦公室動態:
- RTO Policy Relaxation: 87% of marketing executives we surveyed in 2024 maintain some form of return-to-office policy, a decrease from 95% in 2023. 39% of marketing executives require employees to work in the office at least four days a week, but those who frequently use freelancers tend to allow more flexibility (43%).
- In Demand Benefits: Remote work, flexible hours, and improved retirement benefits are the most common incentives to attract and retain talent.
- 放寬RTO政策:我們在2024年調查的營銷主管中,有87%維持某種形式的重返辦公室政策,低於2023年的95%。39%的營銷主管要求員工每週至少在辦公室工作四天,但經常使用自由職業者的營銷主管往往允許更大的靈活性(43%)。
- 按需福利:遠程工作、靈活的工作時間和更高的退休金是吸引和留住人才的最常見激勵措施。
Seasonal Challenges and AI Hesitancy:
季節性挑戰和人工智能猶豫:
- Quarterly Pressure Points: Marketing executives surveyed identify Q2 and Q3 as the most challenging periods (35% and 34% respectively), with over half of marketing executives considering outsourcing brand management and other critical functions to freelancers during these high-stress times.
- Caution Toward AI: A significant 63% of marketing executives express concerns about the impact of Artificial Intelligence on their industry1.
- 季度壓力點:接受調查的營銷高管認爲第二季度和第三季度是最具挑戰性的時期(分別爲35%和34%),超過一半的營銷高管考慮在這段高壓時期將品牌管理和其他關鍵職能外包給自由職業者。
- 謹慎對待人工智能:63% 的營銷高管對人工智能對其行業的影響表示擔憂1。
Strategic Workforce Planning:
戰略勞動力規劃:
- Freelancer Conversion: 70% of marketing executives have transitioned freelancers into full-time roles, highlighting the long-term value and potential of freelance talent.
- Talent Recommendation: 99% of Marketing Executives surveyed who frequently use freelancers are likely to recommend hiring freelancers to other marketing leaders.
- 自由職業者轉換:70%的營銷主管已將自由職業者轉變爲全職職位,這凸顯了自由職業者人才的長期價值和潛力。
- 人才推薦:在經常使用自由職業者的受訪營銷高管中,99% 可能會向其他營銷主管推薦僱用自由職業者。
To access the complete 2024 Marketing Executives Survey Report and gain deeper insights into the evolving role of freelancers in the marketing industry, please visit:
要訪問完整的《2024年營銷高管調查報告》,深入了解自由職業者在營銷行業中不斷變化的角色,請訪問:
Methodology
The research was conducted by Censuswide, among a sample of 503 U.S. Marketing Executives (18+, with companies with 50+ employees) who use freelancers. The data was collected between 06.08.2024– 15.08.2024. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct which is based on the ESOMAR principles. Censuswide is also a member of the British Polling Council.
方法論
該研究由Censuswide進行,對503名使用自由職業者的美國營銷高管(18歲以上,公司擁有50多名員工)進行了抽樣。數據是在 2024 年 8 月 6 日至 2024 年 8 月 15 日之間收集的。Censuswide遵守並僱用市場研究協會的成員,並遵守基於ESOMAR原則的MRS行爲準則。Censuswide也是英國民意調查委員會的成員。
About Fiverr
Fiverr's mission is to change how the world works together. We exist to democratize access to talent and to provide talent with access to opportunities so anyone can grow their business, brand, or dreams. From small businesses to Fortune 500, around 4 million customers worldwide worked with freelance talent on Fiverr in the past year, ensuring their workforces remain flexible, adaptive, and agile. With Fiverr Pro, large companies can find the right talent and tools, tailored to their needs to help them thrive and grow. On Fiverr, you can find over 700 skills, ranging from programming to 3D design, digital marketing to content creation, from video animation to architecture.
關於 Fiverr
Fiverr 的使命是改變世界的合作方式。我們的存在是爲了普及人才渠道,爲人才提供機會,使任何人都可以發展自己的業務、品牌或夢想。從小型企業到財富500強,在過去的一年中,全球約有400萬名客戶在Fiverr上與自由職業者合作,確保了他們的員工隊伍保持靈活性、適應性和敏捷性。藉助 Fiverr Pro,大公司可以找到適合其需求的人才和工具,以幫助他們蓬勃發展和成長。在 Fiverr 上,您可以找到 700 多種技能,從編程到 3D 設計、數字營銷到內容創作,從視頻動畫到建築,應有盡有。
Don't get left behind - come be a part of the future of work by visiting fiverr.com, read our blog, and follow us on X, Instagram, and Facebook.
不要被拋在後面——來參觀,成爲未來工作的一部分 fiverr.com,請閱讀我們的 博客,然後繼續關注我們 X, Instagram, 和 Facebook。
Media Contact:
Laura Podesta
press@fiverr.com
媒體聯繫人:
勞拉·波德斯塔
press@fiverr.com
______________________________
1 'Slightly Negative' and 'Really negative' answers combined. (Q10. How positive or negative are your feelings on emerging tech (AI and machine learning)?)
______________________
共有 1 個 「稍微否定」 和 「真的否定」 的答案。(Q10。你對新興技術(人工智能和機器學習)的感受有多積極或消極?)
A photo accompanying this announcement is available at
本公告附帶的照片可在以下網址獲得