Fiverr recently released the second Marketing Executives Report from Fiverr Pro, revealing that marketing leaders in the US continue to express concern about the impact of artificial intelligence (AI) on their industry. The report also highlights the growing reliance on freelancers to fill skills gaps, as more managers relax return-to-office (RTO) policies and integrate freelance talent into their core teams.
“This annual survey provides a clear and detailed annual picture of the changing priorities in marketing, showing how industry leaders are changing their strategies to stay competitive. It is clear that leaders who use freelancers do not see them as just a bonus; they are game changers for productivity. 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 part of a company’s competitive edge,” said Maya Roisman, General Manager of Fiverr Pro.
Key Findings from the 2024 Report:
- Freelancers as Valuable Team Members: 69% of marketing executives report an increase in the use of freelancers this year, with freelancers contributing to at least one in four projects for 63% of leaders surveyed.
- Post-Layoff Skill Gaps: 28% of marketing executives turn to freelancers to cover skills gaps left by downsizing, demonstrating the importance of freelance talent in maintaining efficiency.
- Relaxation of Return to Office (RTO) Policy.: Although 87% of managers maintain some form of RTO policy, this will decrease from 95% in 2023. Of those who regularly use freelancers, 43% offer flexible office policies, indicating a shift to hybrid workforce models.
- Quarterly Challenges and Outsourcing: Marketing executives have identified Q2 and Q3 as the most challenging periods of the year. More than 50% of respondents are considering outsourcing product management and other important tasks to freelancers during these stressful times.
- AI Concerns Continue: Despite the growing prominence of AI, 63% of marketing executives surveyed remain concerned about its impact on the industry, suggesting a cautious approach to integrating AI-driven technology.
Strategic Human Resource Planning
The report underscores the strategic shift toward freelance talent as a core component of sales teams:
- Transitioning Freelancers to Full-Time Roles: 70% of marketing executives have turned freelancers into full-time jobs, showing the long-term value of freelancing.
- Recommendation of Talents: Almost all (99%) marketing managers who regularly use freelancers are likely to recommend hiring freelance talent to other industry leaders.
To check out the full findings and insights from the 2024 Marketing Executives Survey, visit: Fiverr Blog.
How to do it
The survey was conducted by Censuswide among 503 US marketing executives from companies with 50 or more employees. Data was collected from June 8, 2024, to August 15, 2024. Censuswide follows the code of conduct of the Market Research Society (MRS) and the principles of ESOMAR.
