DIGITAL ROADBLOCK: 2015 Refresh (EMEA) June 2015
Š Copyright 2015 Adobe Systems Incorporated. All rights reserved.
Methodology • • • •
Online survey among a total of 1,311 European marketers Research managed by Edelman Berland Fieldwork: March 31- April 16, 2015 This study is a refresh of research conducted with a comparable audience (350 European marketers) in May 2014
FRANCE
GERMANY
U.K.
Language: French
Language: German
Language: U.K. English
Margin of Error = +/- 4.7
Margin of Error = +/- 4.7
Margin of Error = +/- 4.6
Sample n=433
Sample n=427
Sample n=451
Margin of error (total sample) = +/- 2.6 ADOBE | DIGITAL ROADBLOCK REFRESH 2015
2
KEY FINDINGS
KEY FINDINGS Marketers see their industry transforming at a rapid pace – the face of marketing is changing •
Roughly 5 in 6 marketers (86%) feel the pace of change is accelerating1 and over half (58%) believe marketing has changed more in the past year than in the previous 5 years 2.
•
7 in 10 marketers believe marketing is entirely different today than when they started their marketing career and that digital tools and proliferation of channels are fundamentally changing the nature of marketing 2 .
The reaction to these changes is overwhelmingly positive •
Seventy-two percent agree they are at the start of a golden age of marketing and most see this is an opportunity rather than a threat3 (87%).
•
Marketers describe feeling challenged (56%) and optimistic (55%) 4.
Marketing’s business influence and impact is seen as increasing •
Seventy-three percent believe the marketing function has increased in influence in the past 5 years 5 and marketing is seen to strongly influence overall business strategy (65%) 6.
•
Sixty-nine percent agree that marketing is increasingly responsible for revenue contribution 7.
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Questions Referenced: 1 (Q18) 2 (Q16) 3 (Q19) 4 (Q20) 5 (Q17) 6 (T1) 7 (Q16)
4
KEY FINDINGS (2) New technologies are transforming how marketers interact with their audiences; marketers must master these technologies to stay relevant • Marketers believe that internet-connected devices enable marketing to permeate every aspect of consumer life 1 (69%) and marketers must become skilled in mobile 2 (70%) to reach these consumers. •
Technology is contributing to the change in consumer expectations – consumers now expect immediate responses (78%), compelling content (77%), uniquely tailored marketing (69%) and 24/7 engagement with brands (65%) 3.
Mobile is most important to marketers now. Wearable and the internet of things will be crucial in the future. •
72% believe the rise of mobile and wearable technology has taken marketing into new territory 4 and 52% believe marketing today is all about mobile and internetconnected devices 5.
•
While mobile and marketing for computers will continue to be important 3 years from now, it is wearables, IOT, and embedded screens that will see the largest shift in importance for marketers 6,7.
Technology has changed how marketing effectiveness is measured •
Nearly 3 in 5 (58%) believe new technologies are changing how they reach audiences and analyze marketing effectiveness 8.
•
60% agree capturing and applying data to inform and drive marketing activities is the new reality 9.
•
59% agree that data (metrics from digital ads, campaigns, website, etc.) are informative in evolving their company’s marketing creative 10.
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Questions Referenced: 1 (T12) 2 (Q27) 3 (Q22) 4 (Q22) 5 (Q16) 6 (Q28) 7 (Q29) 8 (T5) 9 (T12) 10( T12)
5
KEY FINDINGS (3) Marketers are open to implementing technology (64%), and taking risks (57%) – however there is reluctance around adopting technology that is not yet mainstream 1,2 •
Change is imperative. Marketers expect to adapt to tech advancements to keep pace with the industry (74%) 3.
Although these changes are welcome and many feel optimistic, there is still concern around both their companies and their own abilities to meet these changes •
66% say their company is somewhat to very well set up to deal with changes – of those only 10% say it is set up very well to do so 4 .
•
Being tech-savvy – an early adopter of technology – is seen as key for an ideal successful marketer (57%) 5, yet only 30% describe themselves in these terms 6.
•
Marketers see their companies as performing well on traditional marketing activities, but they are underperforming on activities marketers identify as most critical in the years to come, (big data, IoT, endemic marketing, and mobile marketing)7,8. These areas are also among those found to be most challenging for marketers9.
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Questions Referenced: 1 (Q1) 2 (T12) 3 (Q27) 4 (Q25) 5 (Q3) 6 (Q4) 7 (T9a) 8 (Q9) 9 (Q10)
6
58% say marketing has changed more in the past year than in the previous 5 years

Most agree the pace of change in marketing is accelerating, but they are divided on how that change is happening The pace of change in marketing is‌ 14%
Accelerating
Slowing
86%
‌and that change is happening
51%
Dramatically
49%
Gradually
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Q18. How do you feel about the pace of change within the marketing industry? Please choose 1 from each pair
8
7 in 10 claim marketing is completely dierent today than when they began their career Attitudes on Marketing/Marketers (% Top Two Box)
Marketers need to be prepared to implement new technology to succeed
78%
Marketing is increasingly permeating every aspect of consumers’ lives
72%
Digital tools and proliferation of channels are fundamentally changing the nature of marketing
71%
Marketing is entirely dierent today than when I started my marketing career
70%
Marketing is increasingly responsible for revenue contribution
69%
Marketing has changed more in the past year than in the previous 5
58%
Marketing is changing faster than any other business function
55%
Marketing today is all about mobile and internet-connected devices Marketing is shifting from interruptive to welcomed according to consumers
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Q16. Please indicate whether you disagree or agree with the following statements about the state of your industry.
52% 39%
9
87% see the changes in marketing as an opportunity
72% believe marketing is at the beginning of a golden age
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Q19. Which of the following best describes how you feel about the changes happening within the marketing industry?
10
‌ with more than half feeling challenged and optimistic about industry changes Top Descriptions Around Industry Changes
56%
55%
44%
32%
16%
Challenged
Optimistic
Excited
Encouraged
Struggling to keep up
Q20. Which of the following adjectives best describes how you feel about the changes happening within the marketing industry today? (Select up to 3 adjectives) ADOBE | DIGITAL ROADBLOCK REFRESH 2015
11
The marketing function has increased in influence in the past five years, most notably in France Influence of Marketing 6% Decreased
FR
79% Increased
73% DE
71%
Increased
22% Unchanged
Increased
UK
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
68% Increased
Q17. In your opinion, in the past 5 years has the marketing function:
12
Influence on corporate strategy remains strong, with a quarter naming marketing as the largest contributor to future revenue Largest Contributor to Business Revenue
Marketing Influence on Strategy 41% Strongly/Very Strongly
68% Moderately Slightly/Not At All
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
65%
25%
17%
26%
25%
6%
10%
2014
2015
7%
Sales
Marketing
New product development
QT1. How much does your marketing department influence your company’s overall business strategy? (Please select one only) Q6. At your company, which function has the largest role in delivering future revenue for the company? (Select one)
IT
4%
4%
Human resources
Finance 13
New technologies are a driving force behind industry change Forces of Change
2015 58% 48% 38%
38% 30% 20%
New technologies impacting both how we reach audiences and analyze marketing eectiveness
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
New ways of thinking about audience engagement
Challenge of "breaking through Competition is driving a shift in the noise" to reach target my company's marketing audiences organization and strategies
QT5. What are some of the driving forces behind the change in the marketing industry? (Select all that apply)
Increased recognition of marketing's contribution to business success
Transformation of the marketing function responsibilities
14
These technology changes affect personal approaches to marketing… Changes in Personal Approaches – Trended (% Top Two Box)
69%
Internet-connected devices enable marketing to permeate every aspect of consumer’s life
62%
Digital marketing is more about driving and rewarding engagement Traditional marketing is more about driving brand awareness, brand differentiation, & creating demand
61%
Capturing and applying data to inform and drive marketing activities is the new reality
60%
Marketers need to embrace ‘hyper-personalization’ (i.e., using data to provide the right products, services and content at the right time)
60%
Data (metrics from digital ads, campaigns, website, etc.) are informative in evolving my company’s marketing creative I am more open to experimenting and taking risks
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
T12. Below are some statements that may reflect the extent to which your personal approach to marketing may have changed over the last 12 months. Please indicate how much you either disagree or agree with each statement.
59% 57%
15
‌And feed the expectation that marketers should keep up with advancements in tech, mobile, and social Attitudes on Marketers (% Top Two Box)
74%
Marketers are expected to adapt to tech advancements to keep pace with the industry The younger generation of marketers brings greater understanding of social and mobile marketing
70%
It is critical for marketers to become skilled in mobile
70% 61%
We won’t succeed unless we have a successful digital marketing approach
58%
Marketers need to be more data-focused to succeed
Marketers need reassurance in their ability to deliver results
Marketing success is dependent on organizational change
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Q27. Please indicate whether you disagree or agree with the following statements
56% 53%
16
Consumer expectations are higher than ever –immediate responses and compelling content are needed to deliver Changes in Consumer Expectations (% Top Two Box)
78%
Consumers expect an immediate response to any post or query
77%
Consumers expect more compelling content The rise of mobile and wearable technology has taken marketing where it has never been before
72%
Consumers demand marketing that is tailored uniquely to them
69%
Consumers expect brands to communicate directly to them
69%
Consumers expect to engage with brands 24/7 Industry leaders are setting the bar high in terms of consumer expectations for all brands
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Q22. How much do you disagree or agree with each of the following statements relating to consumer expectations today?
65% 62%
17
Marketers feel they have the necessary skills and are prepared to implement new technologies Self Assessment (% Top Two Box) I feel I have all the necessary skills to perform my job successfully
65%
I am prepared to implement latest technology into everything I do as a marketer
64%
I am very happy in my career as a marketer
61%
I am proud to introduce myself as a marketer
52%
I primarily rely on data when making decisions about marketing strategies
47%
I primarily rely on my intuition when making decisions about marketing strategies
45%
I worry about my ability to keep up with new technology I feel intimidated by marketers with more advanced digital marketing skills
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Q1. How well does each of the following statements apply to you and your career as a marketer?
30% 24%
18
37% of marketers worry about their ability to keep up
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Q26. How do you feel about your own ability to keep up with the changes happening in marketing?
19
Many organization structures are not well set up to meet marketing changes How well are company’s organization structures set up to meet marketing changes? 42%
34%
Those with the highest digital spend and most tech savvy were most likely to say their company was well set up
FR
Not well set up
29% DE 32%
66%
UK
Well set up
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Q25. How well is your company’s organization structure set up to meet the changes happening within marketing today? What about for the changes in marketing 3 years from now?
20
A successful marketer is seen as tech savvy, however only a third of marketers describe themselves as such Perceptions of Ideal Marketer vs. Self Ideal, successful marketer 57%
Yourself
56%
38% 30%
11% 4%
Tech savvy - early adopter of new technologies
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Tech regular - regular user of current technologies
1%
2%
Tech challenged - find it hard to Tech indierent - uninterested in keep up with changing new tech trends technologies
Q3. Think about the ideal, successful marketer today. How would you describe them? Q4. How would you describe yourself?
1%
0%
Other
21
53% of marketers say it’s important to deliver a consistent customer experience on wearables
Only 9% are currently solving for it
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Q28. How important is it to deliver a consistent customer experience for each of the following devices or channels today? Q30. Which of the following devices and channels do you currently solve for (i.e., deliver content and consistent customer experience)? Select all that apply.
22
Marketers vary in the challenges they are faced with in trends and technologies Trends and Technologies Challenges
24%
19%
Big data and Marketing measurement ADOBE | DIGITAL ROADBLOCK REFRESH 2015
18%
Social marketing
18%
Real-time marketing Personalization and Targeting
17%
17%
16%
16%
Mobile marketing
Creativity and Innovation in marketing programs
E-Commerce
Cross-channel marketing
Q10. Which of the following trends and technologies is most challenging for you as a marketer? (Select up to 3)
23
Delivery channels are bound to change in the future – nearly 7 in 10 believe that wearables will be important in delivering quality service Future Importance in Customer Experience Delivery Across Devices (% Top Two Box)
90%
89%
85%
83% 71%
Mobile apps for a smartphone or tablet
Mobile websites for a smartphone or tablet
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
A laptop or a desktop computer
Mobile social media sites
POS screens
69%
Wearables
Q29. How important will it be to deliver a consistent customer experience for each of the following devices or channels three years from now?
64%
64%
Embedded screens
Internet-connected devices and appliances 24
The need to adapt is immediate: mobile marketing, e-commerce, and personalization and targeting are projected to be less important in 3 years Future Marketing Tactics
Next 12 months
40% 41%
IoT marketing
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
44% 40%
Digital Asset Management
41%
39%
55%
52%
49%
46% 45%
Big data and Marketing Measurement
Next 3 years 52%
48% 38%
Native advertising Mobile marketing
37%
Cross-channel marketing
37%
Media Mix Planning
Q9. Please select the marketing tactics you believe will be most critical for marketers to be focusing on 12 months and three years from now.
36%
E-Commerce
36%
Personalization and Targeting
25
Traditional marketing is where marketers feel performance is strongest Company Performance – TOP 9 (% Top Three Box) 44% 37%
Brand Building
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
35%
Customer Response Management
Events
35%
Public Relations
33%
Content Management
31%
31%
31%
30%
Creativity and Innovation in marketing programs
Digital Advertising
Cross-channel marketing
E-Commerce
QT9a. Please tell us how well you feel your company is currently performing on each of the following.
26
Lack of resources and budget are the key barriers holding marketers back Barriers to Success 2015
42%
Lack of resources/budget 28%
Lack of training in new marketing skills 22%
Company resistance trying new programs that may fail 19%
Dysfunction and friction over priorities across the company Organizational inability to adapt
15%
Confusion over roles and responsibilities
14%
Demands outside of work
14%
Misalignment between company priorities and my professional goals
14%
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
QT20. What are some of the barriers to becoming the marketer that you aspire to be?
Lack of resources/budget was also the top concern in 2014
27
APPENDIX
Change in the industry is seen as an opportunity and the beginning of a golden age of marketing‌ Feelings Towards Changes in the Marketing Industry
I see the marketing changes as‌ Threat
13%
Opportunity 87%
Are we at the beginning or end of a golden age in marketing? 28%
End
Beginning 72%
How prepared are you for the changes in marketing? 36%
Underprepared
64% Well prepared
Are you a driver or passenger of change? 46%
Passenger
54% Driver
Drivers of change are more likely to be: German (68% vs 49% UK and 46% FR) Digital (61% vs 48% Generalist) Tech Savvy (71% vs 51% Tech Regular)
Q19. Which of the following best describes how you feel about the changes happening within the marketing industry? ADOBE | DIGITAL ROADBLOCK REFRESH 2015
29
53% claim to have heard about a new marketing channel or term within the past month Familiarity with New Marketing Terms
4%
12%
14% Never Past year Past month 35%
Past week Yesterday
35%
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Q2. When was the last time you heard about a marketing channel or term (technology, social media site, etc.) that you were not familiar with?
30
Marketers are worried about their ability to keep up, and even more so about their company’s ability to do so How worried are you about your company’s ability to keep up with changes in marketing?
How worried are you about your ability to keep up with changes in marketing?
43%
37%
Worried
Worried
71% of tech
70% of tech
challenged* marketers are worried about themselves
challenged* marketers are worried about their company
63%
57%
Not worried
Not worried
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Q24. How do you feel about your company’s ability to keep up with the changes happening in marketing? Q26. How do you feel about your own ability to keep up with the changes happening in marketing? *Tech Challenged : Respondents who “tech-challenged” to Q4: How would you describe yourself?
31
Unsurprisingly, roughly 1 in 3 cite shortages in tech and data related roles. Digital Marketers and Mobile Marketers are still highly sought after Representation of Roles
Need for Hires 2014
Overrepresented 11% 13% 11%
Mobile Marketer
33%
11% 11%
25%
26%
Data Analyst
31%
25%
25%
Digital Marketer
31%
31%
26%
23%
26%
21%
20%
Creative Services
13%
2015
Underrepresented Underrepresented
28% 27%
eCommerce Manager SEO Marketer
25%
23%
17%
13%
Direct Marketer/Sales
25%
18%
23%
13%
Content Producer
20%
18%
15%
15%
11%
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Content Marketer
23% 23%
Q12. Are the following roles underrepresented or overrepresented within your company today? T14. Where does your company need to hire more or less marketing talent in the next 12 months?
32
Most marketers believe in the importance of delivering for mobile websites and computers, but there is a disconnect in solving for these devices Importance vs. Use of Devices/Channels (% Top Two Box) Importance 89%
88%
Use
87% 81% 66%
65%
55%
51%
53%
49%
50%
41%
20% 10%
Mobile websites for a A laptop or a desktop Mobile apps for a smartphone or tablet computer smartphone or tablet ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Mobile social media sites
POS screens
Embedded screens
Q28. How important is it to deliver a consistent customer experience for each of the following devices or channels today? Q30. Which of the following devices and channels do you currently solve for (i.e., deliver content and consistent customer experience)? Select all that apply.
15% 9%
Wearables
Internet-connected devices and appliances 33
For new technologies, marketers’ confidence in preparedness to deliver falls below actual performance Performance vs. Confidence of Devices/Channels (% Top Two Box) Confidence 77%
Delivery
73% 68% 53%
66% 54%
52%
49%
44%
A laptop or a desktop computer
Mobile websites for a smartphone or tablet
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Mobile apps for a smartphone or tablet
Mobile social media sites
POS screens
54%
53%
49% 50%
Embedded screens
Q31. In your opinion, how well do you deliver a consistent customer experience across each of the following devices or channels? Q32. How confident are you that you are prepared to deliver a consistent customer experience across each of the following devices or channels?
43%
Wearables
54% 39%
Internet-connected devices and appliances 34
Areas identified as most critical in the years to come are the areas where performance is lowest Company Performance – Bottom 9 (% Top Three Box)
25% 23%
Native advertising or endemic marketing
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
26%
27%
28%
28%
28%
Personalization and Targeting
Digital Asset Management
Media Mix Planning
29%
23%
Internet-connected everyday devices and wearables, and contextual marketing
Mobile marketing
Big data and Marketing Real-time marketing Measurement
QT9a. Please tell us how well you feel your company is currently performing on each of the following.
Social Marketing
35
2 in 3 marketers feel they have the necessary skills to perform successfully Do you feel you have the necessary skills and tools to perform your job successfully?
34% No
66% Yes
Q33. Do you feel you have all the necessary skills and tools to perform your job successfully? ADOBE | DIGITAL ROADBLOCK REFRESH 2015
36
Still, they realize the need for skill development – 44% plan to learn from attending training seminars Skills Training Learn from attending training seminars
44%
Learn from industry peers from other companies
37%
Experimentation or trial and error
36%
Learn from industry publications/websites
29%
Learn from marketing colleagues in my company
28%
Learn from industry analysts/research reports
28%
Learn from professional industry associations/communities
26%
Follow established process - "how things have always been done" Other
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
12% 3%
Q35. How do you plan to acquire the skills, tools, and resources needed to perform your job successfully? Select all that apply.
37
Communication across channels and with customers rise to the top as key for effectiveness Future Determinants of Marketing Effectiveness Ability to work better across channels - web, mobile, social, etc.
14%
Change the way we communicate with our customers
11%
Hire the right talent to fill in gaps in experience or expertise
9%
Elevating the visibility and influence of marketing within the company
9%
Openness to engaging directly with customers
9%
Better methods/data
8%
Ability to measure and learn from campaign effectiveness
7%
Ability to train on new skills
7% 7%
Willingness to take more risks Ability to develop campaigns faster
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
5%
QT28. Which specific behavior do you think will make the biggest difference in determining marketing effectiveness for your company 12 months from now? (Please select one only)
38
Almost 2 in 5 believe that partnerships with sales are critical in making digital marketing work‌ Most Critical Partners in Digital Marketing 37%
30%
16%
9% 6% 2%
Sales ADOBE | DIGITAL ROADBLOCK REFRESH 2015
IT
New product development
Finance
Human resources
Q37. Which is the most critical business partner or business function you need to work with to make sure your digital marketing works? (Select one)
Other 39
…And integration across business functions can be improved Dynamic between Marketing and Other Departments Poor
44%
Average
Excellent
42%
33%
30%
54%
51%
50%
43%
44%
12%
14%
17%
20%
New product development
IT
Finance
Human Resources
39%
7% Sales
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Q38. How is your marketing department’s current working dynamic with each of the following business functions?
40
Regional highlights
REGIONAL HIGHLIGHTS British marketers recognize that a fundamental change to marketing is needed (59%, FR 54%, DE 42%) 1 but technological changes haven’t enticed them to abandon traditional marketing approaches • Delivering a consistent customer experience on a laptop/desktop computer is (93%) 2 and will continue (89%) 3 to be most important channel for delivery (FR 88%, DE 84%) (FR 84%, DE 81%) • British marketers are less likely to implement new technologies (UK 58%, FR 68%, DE 67%) 4 and are more likely trust their gut when making decisions 5 (UK 55% ,FR 41%, DE 38% ) • Lowest agreement: “Marketing functions increasingly responsible for contribute to future revenue” (UK 64% vs, FR 73%, DE 71%) 6
German marketers are most conscious of change (66%, FR 56%, UK 53%) 6. They are more sensitive to privacy issues - personalized/immersive marketing is not the key to success • Organizational change is key to success (DE 59%, FR 52%, UK 49%) 1 • Marketing is still seen as interruptive (34% [welcome], FR 43%, UK 40%)6 and marketers are not embracing hyper personalization – (52% [embrace] FR 69%, UK 60%) 5
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Questions Referenced: 1 (Q27) 2 (Q28) 3(Q29) 4 (Q1) 5 (T12) 6 (Q16) 7 (T1) 8 (Q17)
42
REGIONAL HIGHLIGHTS (2) French marketers are most bullish about the role of marketing across the organization; they are also most enthusiastic about technology and its impact on marketing • Increase in influence of marketing in the past five years (FR 79%, DE 71%, UK 68%) 7 and influence on strategy is growing (FR 73%, DE 63%, UK 61%) 8 • New technology implementation is key to success (82% v DE 79%, UK 73%) 6 and it is critical for marketers to be skilled in mobile (FR 77% DE 69%, UK 63%) 1 and deliver across wearables (FR 60%, DE 45%, UK54%)2
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Questions Referenced: 1 (Q27) 2 (Q28) 3(Q29) 4 (Q1) 5 (T12) 6 (Q16) 7 (T1) 8 (Q17)
43
7 in 10 French marketers believe that marketing strongly influences business strategy Influence of Marketing on Business Strategy
27%
U.K.
26%
FR
DE
Moderately
Moderately
13%
22% Moderately
11%
Slightly
Slightly
6% Slightly
61% Strongly
63% Strongly
73% Strongly
T1. How much does your marketing department influence your company’s overall business strategy? (Please select one only) ADOBE | DIGITAL ROADBLOCK REFRESH 2015
44
French marketers feel strongly about the need to implement new technologies in marketing Attitudes on Marketing/Marketers (% Top Two Box) United Kingdom
Germany
France 73% 79% 82%
Marketers need to be prepared to implement new technology to succeed
71% 66%
Increasingly permeating every aspect of consumers’ lives
71% 67% 75%
Digital tools and proliferation of channels are fundamentally changing the nature of marketing
70% 70% 72%
Entirely dierent today than when I started my career
64%
Increasingly responsible for revenue contribution 53% 56%
Has changed more in the past year than in the previous 5
66%
54% 53% 49%
Is all about mobile and internet-connected devices [today]
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
71% 73%
54% 55% 55%
Changing faster than any other business function
Shifting from interruptive to welcomed according to consumers
79%
40% 34% 43%
Q16. Please indicate whether you disagree or agree with the following statements about the state of your industry.
45
German and French marketers are more confident in their skills and abilities to implement the latest technology Self Assessment (% Top Two Box)
United Kingdom
Germany
France 61%
I feel I have all the necessary skills to perform my job successfully
58%
I am prepared to implement the latest technology into everything I do as a marketer
55%
I am very happy in my career as a marketer
37%
I primarily rely on data when making decisions about marketing strategies I primarily rely on my intuition when making decisions about marketing strategies
67% 63%
47%
42% 44% 21%
I worry about my ability to keep up with new technology
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
67% 68%
53% 50% 53%
I am proud to introduce myself as a marketer
I feel intimidated by marketers with more advanced digital marketing skills
67% 68%
17%
Q1. How well does each of the following statements apply to you and your career as a marketer?
55% 50%
33% 36% 31%
23%
46
European marketers widely acknowledge the role of IoT and digital marketing – 7 in 10 French marketers also believe in the need for “hyper-personalization” Changes in personal approach to marketing (% Top Two Box) United Kingdom
Germany
France
70% 68% 70%
Internet-connected devices enable marketing to permeate every aspect of consumer life
Digital marketing is more about driving and rewarding engagement
60% 63% 63%
Traditional marketing is more about driving brand awareness, brand differentiation, & creating demand
63% 60% 60% 58% 60% 62%
Capturing and applying data to inform and drive marketing activities is the new reality
Marketers need to embrace ‘hyper-personalization’
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
52%
60% 69%
T12. Below are some statements that may reflect the extent to which your personal approach to marketing may have changed over the last 12 months. Please indicate how much you either disagree or agree with each statement.
47
French marketers strongly believe that adapting to tech and mobile advancement is critical for marketers Attitudes on Marketers (% Top Two Box) United Kingdom
Germany
France
73% 73% 77%
Marketers are expected to adapt to tech advancements to keep pace with the industry
70% 73% 68%
The younger generation of marketers brings greater understanding of social and mobile marketing
63%
It is critical for marketers to become skilled in mobile
We won’t succeed unless we have a successful digital marketing approach
Marketers need to be more data-focused to succeed
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Q27. Please indicate whether you disagree or agree with the following statements
69%
77%
60% 62% 63% 53% 55%
67%
48
59% French marketers claim to have heard about a new marketing term within the past month Familiarity with New Marketing Terms
DE
U.K. 34%
33%
12%
14%
Never Past year
[VALUE]
10%
Past week
14%
13%
Yesterday 37%
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
15%
38%
[VALUE]
3%
Past month
FR
41%
Q2. When was the last time you heard about a marketing channel or term (technology, social media site, etc.) that you were not familiar with?
27%
49
While U.K. and France believe immediate response is most important to consumers, Germany believes that compelling content is of more importance 78% Immediate response UK 79%
Germany 72%
77% Compelling content
France 82%
72% Rise of mobile/wearable
taking marketing to new levels UK 65%
Germany 73%
France 78%
Demand marketing 69% tailored to them UK 62%
Germany 68%
France 76%
UK 74%
Germany 80%
France 78%
69% Expect brands to
communicate directly UK 73%
Germany 64%
France 70%
65% Engage with brands 24/7 UK 66%
Germany 64%
France 66%
Industry leaders setting
62% the bar high UK 62% ADOBE | DIGITAL ROADBLOCK REFRESH 2015
Germany 60%
France 64%
Q22. How much do you disagree or agree with each of the following statements relating to consumer expectations today?
50
Across Europe, new technology is seen as the main driver of change; France considers competition a close secondary driver Forces of Change (% Top Two Box) United Kingdom
Germany
France
New technologies impacting both how we reach audiences and analyze marketing eectiveness
50%
New ways of thinking about audience engagement
40% 27% 30%
Competition is driving a shift in my company's marketing organization and strategies Increased recognition of marketing's contribution to business success Transformation of the marketing function responsibilities
ADOBE | DIGITAL ROADBLOCK REFRESH 2015
T5. What are some of the driving forces behind the change in the role of marketers?
51% 52%
40%
Challenge of "breaking through the noise" to reach target audiences
24%
13%
61% 63%
46%
39% 44%
34% 33%
23% 25%
51