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Adobe Digital Roadblock Report 2015 - EMEA

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Adobe Digital Roadblock Report 2015 - EMEA

  1. 1. © Copyright 2015 Adobe Systems Incorporated. All rights reserved. DIGITAL ROADBLOCK: 2015 Refresh (EMEA) June 2015
  2. 2. 2ADOBE | DIGITAL ROADBLOCK REFRESH 2015 • 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 Methodology FRANCE GERMANY U.K. Language: French Margin of Error = +/- 4.7 Sample n=433 Sample n=427 Sample n=451 Language: German Margin of Error = +/- 4.7 Language: U.K. English Margin of Error = +/- 4.6 Margin of error (total sample) = +/- 2.6
  3. 3. KEY FINDINGS
  4. 4. 4ADOBE | DIGITAL ROADBLOCK REFRESH 2015 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 years5 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. Questions Referenced: 1 (Q18) 2 (Q16) 3 (Q19) 4 (Q20) 5 (Q17) 6 (T1) 7 (Q16)
  5. 5. 5ADOBE | DIGITAL ROADBLOCK REFRESH 2015 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 internet-connected 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. Questions Referenced: 1 (T12) 2 (Q27) 3 (Q22) 4 (Q22) 5 (Q16) 6 (Q28) 7 (Q29) 8 (T5) 9 (T12) 10( T12)
  6. 6. 6ADOBE | DIGITAL ROADBLOCK REFRESH 2015 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. Questions Referenced: 1 (Q1) 2 (T12) 3 (Q27) 4 (Q25) 5 (Q3) 6 (Q4) 7 (T9a) 8 (Q9) 9 (Q10)
  7. 7. 58% say marketing has changed more in the past year than in the previous 5 years
  8. 8. 8ADOBE | DIGITAL ROADBLOCKREFRESH 2015 51% 14% 49% 86% Dramatically Most agree the pace of change in marketing is accelerating, but they are divided on how that change is happening Q18. How do you feel about the pace of change within the marketing industry? Please choose 1 from each pair The pace of change in marketing is… Gradually AcceleratingSlowing …and that change is happening
  9. 9. 9ADOBE | DIGITAL ROADBLOCKREFRESH 2015 7 in 10 claim marketing is completely different today than when they began their career Q16. Please indicate whether you disagree or agree with the followingstatements about the state of your industry. 39% 52% 55% 58% 69% 70% 71% 72% 78% Marketing is shifting from interruptive to welcomed according to consumers Marketing today is all about mobile and internet-connected devices Marketing is changing faster than any other business function Marketing has changed more in the past year than in the previous 5 Marketing is increasingly responsible for revenue contribution Marketing is entirely different today than when I started my marketing career Digital tools and proliferation of channels are fundamentally changing the nature of marketing Marketing is increasingly permeating every aspect of consumers’ lives Marketers need to be prepared to implement new technology to succeed Attitudes on Marketing/Marketers (% Top Two Box)
  10. 10. 10ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Q19. Which of the followingbest describes how you feel about the changes happening within the marketing industry? 87% see the changes in marketing as an opportunity 72%believe marketing is at the beginning of a golden age
  11. 11. 11ADOBE | DIGITAL ROADBLOCKREFRESH 2015 … with more than half feeling challenged and optimistic about industry changes 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) 56% 55% 44% 32% 16% Challenged Optimistic Excited Encouraged Struggling to keep up Top Descriptions Around Industry Changes
  12. 12. 12ADOBE | DIGITAL ROADBLOCKREFRESH 2015 The marketing function has increased in influence in the past five years, most notably in France Q17. In your opinion, in the past 5 years has the marketing function: Influence of Marketing 73% Increased 6% Decreased 22% Unchanged 79% Increased 71% Increased 68% IncreasedUK DE FR
  13. 13. 13ADOBE | DIGITAL ROADBLOCKREFRESH 2015 41% 25% 17% 7% 4% 4% Sales Marketing New product development IT Human resources Finance Strongly/Very Strongly Moderately Slightly/Not At All 6% 10% 26% 25% 68% 65% Influence on corporate strategy remains strong, with a quarter naming marketing as the largest contributor to future revenue 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) Marketing Influence on Strategy Largest Contributor to Business Revenue 2014 2015
  14. 14. 14ADOBE | DIGITAL ROADBLOCKREFRESH 2015 New technologies are a driving force behind industry change QT5. What are some of the driving forces behind the change in the marketing industry? (Select all that apply) Forces of Change 58% 48% 38% 38% 30% 20% New technologies impacting both how we reach audiences and analyze marketing effectiveness New ways of thinking about audience engagement Challenge of "breaking through the noise" to reach target audiences 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 2015
  15. 15. 15ADOBE | DIGITAL ROADBLOCKREFRESH 2015 These technology changes affect personal approaches to marketing… 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. Changes in Personal Approaches – Trended (% Top Two Box) 57% 59% 60% 60% 61% 62% 69% I am more open to experimenting and taking risks Data (metrics from digital ads, campaigns, website, etc.) are informative in evolving my company’s marketing creative Marketers need to embrace ‘hyper-personalization’ (i.e., using data to provide the right products, services and content at the right time) Capturing and applying data to inform and drive marketing activities is the new reality Traditional marketing is more about driving brand awareness, brand differentiation, & creating demand Digital marketing is more about driving and rewarding engagement Internet-connected devices enable marketing to permeate every aspect of consumer’s life
  16. 16. 16ADOBE | DIGITAL ROADBLOCKREFRESH 2015 53% 56% 58% 61% 70% 70% 74% Marketing success is dependent on organizational change Marketers need reassurance in their ability to deliver results Marketers need to be more data-focused to succeed We won’t succeed unless we have a successful digital marketing approach It is critical for marketers to become skilled in mobile The younger generation of marketers brings greater understanding of social and mobile marketing Marketers are expected to adapt to tech advancements to keep pace with the industry …And feed the expectation that marketers should keep up with advancements in tech, mobile, and social Q27. Please indicate whether you disagree or agree with the following statements Attitudes on Marketers (% Top Two Box)
  17. 17. 17ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Consumer expectations are higher than ever –immediate responses and compelling content are needed to deliver Q22. How much do you disagree or agree with each of the following statements relating to consumer expectations today? Changes in Consumer Expectations (% Top Two Box) 62% 65% 69% 69% 72% 77% 78% Industry leaders are setting the bar high in terms of consumer expectations for all brands Consumers expect to engage with brands 24/7 Consumers expect brands to communicate directly to them Consumers demand marketing that is tailored uniquely to them The rise of mobile and wearable technology has taken marketing where it has never been before Consumers expect more compelling content Consumers expect an immediate response to any post or query
  18. 18. 18ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Marketers feel they have the necessary skills and are prepared to implement new technologies Q1. How well does each of the followingstatements apply to you and your career as a marketer? 24% 30% 45% 47% 52% 61% 64% 65% I feel intimidated by marketers with more advanced digital marketing skills I worry about my ability to keep up with new technology I primarily rely on my intuition when making decisions about marketing strategies I primarily rely on data when making decisions about marketing strategies I am proud to introduce myself as a marketer I am very happy in my career as a marketer I am prepared to implement latest technology into everything I do as a marketer I feel I have all the necessary skills to perform my job successfully Self Assessment (% Top Two Box)
  19. 19. 19ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Q26. How do you feel about your own ability to keep up with the changes happening in marketing? 37% of marketers worry about their ability to keep up
  20. 20. 20ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Many organization structures are not well set up to meet marketing changes 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? 66% Well set up 34% Not well set up How well are company’s organization structures set up to meet marketing changes? 42% 29% 32% UK DE FR Those with the highest digital spend and most tech savvy were most likely to say their company was well set up
  21. 21. 21ADOBE | DIGITAL ROADBLOCKREFRESH 2015 A successful marketer is seen as tech savvy, however only a third of marketers describe themselves as such Q3. Think about the ideal, successful marketer today. How would you describe them? Q4. How would you describe yourself? 57% 38% 4% 1% 1% 30% 56% 11% 2% 0% Tech savvy - early adopter of new technologies Tech regular - regular user of current technologies Tech challenged - find it hard to keep up with changing technologies Tech indifferent - uninterested in new tech trends Other Ideal, successful marketer Yourself Perceptions of Ideal Marketer vs. Self
  22. 22. 22ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Q28. How important is it to deliver a consistent customer experience for each of the following devicesor channels today? Q30. Which of the followingdevices and channels do you currently solve for (i.e., deliver content and consistent customer experience)?Select all that apply. 53% of marketers say it’s important to deliver a consistent customer experience on wearables Only 9% are currently solving for it
  23. 23. 23ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Marketers vary in the challenges they are faced with in trends and technologies Q10. Which of the followingtrends and technologies is most challenging for you as a marketer? (Select up to 3) Trends and Technologies Challenges 24% 19% 18% 18% 17% 17% 16% 16% Big data and Marketing measurement Social marketing Real-time marketing Personalization and Targeting Mobile marketing Creativity and Innovation in marketing programs E-Commerce Cross-channel marketing
  24. 24. 24ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Delivery channels are bound to change in the future – nearly 7 in 10 believe that wearables will be important in delivering quality service Q29. How important will it be to deliver a consistent customer experience for each of the following devicesor channels three years from now? 90% 89% 85% 83% 71% 69% 64% 64% Mobile apps for a smartphone or tablet Mobile websites for a smartphone or tablet A laptop or a desktop computer Mobile social media sites POS screens Wearables Embedded screens Internet-connected devices and appliances Future Importance in Customer Experience Delivery Across Devices (% Top Two Box)
  25. 25. 25ADOBE | DIGITAL ROADBLOCKREFRESH 2015 The need to adapt is immediate: mobile marketing, e- commerce, and personalization and targeting are projected to be less important in 3 years 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. Future Marketing Tactics 46% 40% 44% 41% 49% 52% 48% 55% 52% 45% 41% 40% 39% 38% 37% 37% 36% 36% Big data and Marketing Measurement IoT marketing Digital Asset Management Native advertising Mobile marketing Cross-channel marketing Media Mix Planning E-Commerce Personalization and Targeting Next 12 months Next 3 years
  26. 26. 26ADOBE | DIGITAL ROADBLOCKREFRESH 2015 44% 37% 35% 35% 33% 31% 31% 31% 30% Brand Building Customer Response Management Events Public Relations Content Management Creativity and Innovation in marketing programs Digital Advertising Cross-channel marketing E-Commerce Traditional marketing is where marketers feel performance is strongest QT9a. Please tell us how well you feel your company is currently performing on each of the following. Company Performance – TOP 9 (% Top Three Box)
  27. 27. 27ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Lack of resources and budget are the key barriers holding marketers back QT20. What are some of the barriers to becoming the marketer that you aspire to be? Barriers to Success 14% 14% 14% 15% 19% 22% 28% 42% Misalignment between company priorities and my professional goals Demands outside of work Confusion over roles and responsibilities Organizational inability to adapt Dysfunction and friction over priorities across the company Company resistance trying new programs that may fail Lack of training in new marketing skills Lack of resources/budget 2015 Lack of resources/budget was also the top concern in 2014
  28. 28. APPENDIX
  29. 29. 29ADOBE | DIGITAL ROADBLOCKREFRESH 2015 46% 36% 28% 13% 54% 64% 72% 87% Change in the industry is seen as an opportunity and the beginning of a golden age of marketing… Q19. Which of the followingbest describes how you feel about the changes happening within the marketing industry? Feelings Towards Changes in the Marketing Industry I see the marketing changes as… OpportunityThreat Are we at the beginning or end of a golden age in marketing? BeginningEnd Well prepared How prepared are you for the changes in marketing? Underprepared Driver Are you a driver or passenger of change? Passenger 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)
  30. 30. 30ADOBE | DIGITAL ROADBLOCKREFRESH 2015 53% claim to have heard about a new marketing channel or term within the past month 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? 12% 35% 35% 14% 4% Never Past year Past month Past week Yesterday Familiarity with New Marketing Terms
  31. 31. 31ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Marketers are worried about their ability to keep up, and even more so about their company’s ability to do so 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? 57% Not worried 43% Worried 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? 63% Not worried 37% Worried 71% of tech challenged* marketers are worried about themselves 70% of tech challenged* marketers are worried about their company
  32. 32. 32ADOBE | DIGITAL ROADBLOCKREFRESH 2015 11% 13% 13% 11% 11% 13% 11% 13% 11% 23% 23% 25% 25% 27% 28% 31% 31% 33% Unsurprisingly, roughly 1 in 3 cite shortages in tech and data related roles. Digital Marketers and Mobile Marketers are still highly sought after Q12. Are the followingroles 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? Representation of Roles Underrepresented Underrepresented 25% 26% 25% 25% 31% 26% 23% 26% 21% 20% 23% 17% 18% 23% 20% 18% 15% 15% Need for Hires 2014 2015 Overrepresented Mobile Marketer Data Analyst Digital Marketer Creative Services eCommerce Manager SEO Marketer Direct Marketer/Sales Content Producer Content Marketer
  33. 33. 33ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Most marketers believe in the importance of delivering for mobile websites and computers, but there is a disconnect in solving for these devices Q28. How important is it to deliver a consistent customer experience for each of the following devicesor channels today? Q30. Which of the followingdevices and channels do you currently solve for (i.e., deliver content and consistent customer experience)?Select all that apply. Importance vs. Use of Devices/Channels (% Top Two Box) 89% 88% 87% 81% 66% 55% 53% 50%51% 65% 41% 49% 20% 10% 9% 15% Mobile websites for a smartphone or tablet A laptop or a desktop computer Mobile apps for a smartphone or tablet Mobile social media sites POS screens Embedded screens Wearables Internet-connected devices and appliances Importance Use
  34. 34. 34ADOBE | DIGITAL ROADBLOCKREFRESH 2015 For new technologies, marketers’ confidence in preparedness to deliver falls below actual performance Q31. In your opinion, how well do you deliver a consistent customer experience across each of the following devicesor channels? Q32. How confident are you that you are prepared to deliver a consistent customer experience across each of the following devices or channels? Performance vs. Confidence of Devices/Channels (% Top Two Box) 77% 73% 68% 66% 49% 44% 43% 39% 53% 52% 54% 49% 50% 53% 54% 54% A laptop or a desktop computer Mobile websites for a smartphone or tablet Mobile apps for a smartphone or tablet Mobile social media sites POS screens Embedded screens Wearables Internet-connected devices and appliances Confidence Delivery
  35. 35. 35ADOBE | DIGITAL ROADBLOCKREFRESH 2015 23% 23% 25% 26% 27% 28% 28% 28% 29% Native advertising or endemic marketing Internet-connected everyday devices and wearables, and contextual marketing Mobile marketing Big data and Marketing Measurement Real-time marketing Personalization and Targeting Digital Asset Management Media Mix Planning Social Marketing Areas identified as most critical in the years to come are the areas where performance is lowest QT9a. Please tell us how well you feel your company is currently performing on each of the following. Company Performance – Bottom 9 (% Top Three Box)
  36. 36. 36ADOBE | DIGITAL ROADBLOCKREFRESH 2015 2 in 3 marketers feel they have the necessary skills to perform successfully Q33. Do you feel you have all the necessary skills and tools to perform your job successfully? Do you feel you have the necessary skills and tools to perform your job successfully? 66% Yes 34% No
  37. 37. 37ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Still, they realize the need for skill development – 44% plan to learn from attending training seminars Q35. How do you plan to acquire the skills, tools, and resources needed to perform your job successfully? Select all that apply. 3% 12% 26% 28% 28% 29% 36% 37% 44% Other Follow established process - "how things have always been done" Learn from professional industry associations/communities Learn from industry analysts/research reports Learn from marketing colleagues in my company Learn from industry publications/websites Experimentation or trial and error Learn from industry peers from other companies Learn from attending training seminars Skills Training
  38. 38. 38ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Communication across channels and with customers rise to the top as key for effectiveness 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) 5% 7% 7% 7% 8% 9% 9% 9% 11% 14% Ability to develop campaigns faster Willingness to take more risks Ability to train on new skills Ability to measure and learn from campaign effectiveness Better methods/data Openness to engaging directly with customers Elevating the visibility and influence of marketing within the company Hire the right talent to fill in gaps in experience or expertise Change the way we communicate with our customers Ability to work better across channels - web, mobile, social, etc. Future Determinants of Marketing Effectiveness
  39. 39. 39ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Almost 2 in 5 believe that partnerships with sales are critical in making digital marketing work… 37% 30% 16% 9% 6% 2% Sales IT New product development Finance Human resources Other Most Critical Partners in Digital Marketing 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)
  40. 40. 40ADOBE | DIGITAL ROADBLOCKREFRESH 2015 …And integration across business functions can be improved Q38. How is your marketing department’s current working dynamic with each of the following businessfunctions? 7% 12% 14% 17% 20% 39% 43% 44% 51% 50% 54% 44% 42% 33% 30% Sales New product development IT Finance Human Resources Poor Average Excellent Dynamic between Marketing and Other Departments
  41. 41. Regional highlights
  42. 42. 42ADOBE | DIGITAL ROADBLOCKREFRESH 2015 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 Questions Referenced: 1 (Q27) 2 (Q28) 3(Q29) 4 (Q1) 5 (T12) 6 (Q16) 7 (T1) 8 (Q17)
  43. 43. 43ADOBE | DIGITAL ROADBLOCKREFRESH 2015 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 Questions Referenced: 1 (Q27) 2 (Q28) 3(Q29) 4 (Q1) 5 (T12) 6 (Q16) 7 (T1) 8 (Q17)
  44. 44. 44ADOBE | DIGITAL ROADBLOCKREFRESH 2015 7 in 10 French marketers believe that marketing strongly influences business strategy T1. How much does your marketing department influence your company’s overall business strategy? (Please select one only) Influence of Marketing on Business Strategy 61% Strongly 27% Moderately 13% Slightly U.K. DE 63% Strongly 11% Slightly 26% Moderately 73% Strongly 6% Slightly 22% Moderately FR
  45. 45. 45ADOBE | DIGITAL ROADBLOCKREFRESH 2015 French marketers feel strongly about the need to implement new technologies in marketing Q16. Please indicate whether you disagree or agree with the followingstatements about the state of your industry. 43% 49% 55% 56% 73% 72% 75% 79% 82% 34% 53% 55% 66% 71% 70% 67% 66% 79% 40% 54% 54% 53% 64% 70% 71% 71% 73% Shifting from interruptive to welcomed according to consumers Is all about mobile and internet-connected devices [today] Changing faster than any other business function Has changed more in the past year than in the previous 5 Increasingly responsible for revenue contribution Entirely different today than when I started my career Digital tools and proliferation of channels are fundamentally changing the nature of marketing Increasingly permeating every aspect of consumers’ lives Marketers need to be prepared to implement new technology to succeed United Kingdom Germany France Attitudes on Marketing/Marketers (% Top Two Box)
  46. 46. 46ADOBE | DIGITAL ROADBLOCKREFRESH 2015 German and French marketers are more confident in their skills and abilities to implement the latest technology Q1. How well does each of the followingstatements apply to you and your career as a marketer? Self Assessment (% Top Two Box) 23% 36% 44% 55% 53% 63% 68% 68% 17% 21% 42% 37% 50% 67% 67% 67% 31% 33% 50% 47% 53% 55% 58% 61% I feel intimidated by marketers with more advanced digital marketing skills I worry about my ability to keep up with new technology I primarily rely on my intuition when making decisions about marketing strategies I primarily rely on data when making decisions about marketing strategies I am proud to introduce myself as a marketer I am very happy in my career as a marketer I am prepared to implement the latest technology into everything I do as a marketer I feel I have all the necessary skills to perform my job successfully United Kingdom Germany France
  47. 47. 47ADOBE | DIGITAL ROADBLOCKREFRESH 2015 European marketers widely acknowledge the role of IoT and digital marketing – 7 in 10 French marketers also believe in the need for “hyper-personalization” 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. Changes in personal approach to marketing (% Top Two Box) 69% 62% 60% 63% 70% 52% 60% 60% 63% 68% 60% 58% 63% 60% 70% Marketers need to embrace ‘hyper-personalization’ Capturing and applying data to inform and drive marketing activities is the new reality Traditional marketing is more about driving brand awareness, brand differentiation, & creating demand Digital marketing is more about driving and rewarding engagement Internet-connected devices enable marketing to permeate every aspect of consumer life United Kingdom Germany France
  48. 48. 48ADOBE | DIGITAL ROADBLOCKREFRESH 2015 French marketers strongly believe that adapting to tech and mobile advancement is critical for marketers Q27. Please indicate whether you disagree or agree with the following statements Attitudes on Marketers (% Top Two Box) 67% 63% 77% 68% 77% 55% 62% 69% 73% 73% 53% 60% 63% 70% 73% Marketers need to be more data-focused to succeed We won’t succeed unless we have a successful digital marketing approach It is critical for marketers to become skilled in mobile The younger generation of marketers brings greater understanding of social and mobile marketing Marketers are expected to adapt to tech advancements to keep pace with the industry United Kingdom Germany France
  49. 49. 49ADOBE | DIGITAL ROADBLOCKREFRESH 2015 59% French marketers claim to have heard about a new marketing term within the past month 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? 14% 27% 38% 15% 6% U.K. 10% 41% 34% 12% 3% DE FR 13% 37% 33% 14% 3% Never Past year Past month Past week Yesterday Familiarity with New Marketing Terms
  50. 50. 50ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Q22. How much do you disagree or agree with each of the following statements relating to consumer expectations today? While U.K. and France believe immediate response is most important to consumers, Germany believes that compelling content is of more importance Engage with brands 24/765% UK 66% Germany 64% France 66% Immediate response78% UK 79% Germany 72% France 82% Rise of mobile/wearable taking marketing to new levels UK 65% Germany 73% France 78% 72% Expect brands to communicate directly UK 73% Germany 64% France 70% 69% Demand marketing tailored to them UK 62% Germany 68% France 76% 69% 77% UK 74% Germany 80% France 78% Compelling content UK 62% Germany 60% France 64% 62% Industry leaders setting the bar high
  51. 51. 51ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Across Europe, new technology is seen as the main driver of change; France considers competition a close secondary driver T5. What are some of the driving forces behind the change in the role of marketers? 25% 33% 44% 27% 40% 50% 13% 24% 39% 46% 52% 63% 23% 34% 30% 40% 51% 61% Transformation of the marketing function responsibilities Increased recognition of marketing's contribution to business success Competition is driving a shift in my company's marketing organization and strategies Challenge of "breaking through the noise" to reach target audiences New ways of thinking about audience engagement New technologies impacting both how we reach audiences and analyze marketing effectiveness United Kingdom Germany France Forces of Change (% Top Two Box)

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