The Marketing Society - Adobe Digital Roadblock 2015

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