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Adobe Digital Roadblock Report 2015 - UK

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  • its not the new tech that leaves marketeres out its the way you manaege it and combine the tools to build innovation and above all the key is deliver inbound content and strong personality
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Adobe Digital Roadblock Report 2015 - UK

  1. 1. © Copyright 2015 Adobe Systems Incorporated. All rights reserved. DIGITAL ROADBLOCK: 2015 EMEA Refresh 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 INSIGHTS
  4. 4. 4ADOBE | DIGITAL ROADBLOCK REFRESH 2015 KEY FINDINGS UK marketers see the industry changing dramatically and the change is only accelerating; they’re optimistic and see it as an opportunity • Eighty-five percent of Marketers see the changes in marketing as an opportunity (UK 85%)1 ; nearly half (47%) feel optimistic and are excited (46%) about the changes2. • While optimistic, UK marketers worry about their ability to keep up (48%, 37% EMEA)3; they feel underprepared for the changes within their industry (41%)4 and feel they are along for the ride rather than driving change (51%)4. • Marketers believe they are expected to adapt to tech advancements to keep pace with the industry (73%)5 , yet only 19% describe themselves as tech savvy (early adopter)6 New technologies are transforming how marketers interact with their audiences and how marketing effectiveness is measured • 3 in 5 marketers believe new technologies are the driving forces of change (UK 61%, FR 50%; DE 63%)7 • Marketers believe that internet-connected devices enable marketing to permeate every aspect of consumer life (70%)8. Marketers must become skilled in mobile5 (63%) and in delivering consistent customer experience across mobile and IoT devices to reach these consumers9 • New technology is contributing to the change in consumer expectations – consumers now expect immediate responses (79%), compelling content (74%), uniquely tailored marketing (62%) and brands to communicate directly to them (73%)10. • 58% agree capturing and applying data to inform and drive marketing activities is the new reality8. • 57% agree that data (metrics from digital ads, campaigns, website, etc.) are informative in evolving their company’s marketing creative8. Questions Referenced: 1 (Q19) 2 (Q20) 3 (Q26) 4 (Q19) 5 (Q27) 6 (Q4) 7 (QT5) 8 (QT12) 9 (Q28/Q29) 10 (Q22)
  5. 5. 5ADOBE | DIGITAL ROADBLOCK REFRESH 2015 KEY FINDINGS (2) 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 • Holding onto old methods continues to be the trend as British marketers are less likely to implement new technologies (UK 58%, FR 68%, DE 67%)2 and are more likely trust their gut when making decisions3 (UK 55% ,FR 41%, DE 38% ) • Areas identified as most critical in the future, such as IoT and mobile marketing, are also the areas where performance is weakest4 Marketers worry about their company’s ability to keep up (51%)5, as resources and lack of training in new skills are barriers to success • UK marketers see marketing’s influence on strategy decreasing (UK 61% strongly/very strongly in 2015 vs. 70% in 2014)6 • UK marketers are less likely than their European counterparts to believe that the marketing functions is increasingly responsible for contribution to future revenue (UK 64% vs, FR 73%, DE 71%)7 • Lack of resources (41%) and training in new marketing skills (30%) are named as the top barriers to success8 • Mobile Marketer, Data Analyst and Digital Marketer are the most underrepresented roles (29%, 28%, 27% respectively)9 – and these roles continue to be the top areas for hiring need year over year10 Questions Referenced: 1 (Q27) 2 (Q1) 3 (QT12) 4 (QT9a) 5 (Q24) 6 (QT1) 7 (Q16) 8 (QT20) 9 (Q12) 10 (T14)
  6. 6. 68% believe marketing is at the beginning of a golden age 72% of EMEA believe marketing is at the beginning of a golden age
  7. 7. 7ADOBE | DIGITAL ROADBLOCKREFRESH 2015 45% 15% 55% 85% Dramatically Most agree the pace of change in marketing is accelerating, 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 86% of EMEA describe the pace of change as accelerating and 51% of EMEA describe it as dramatic
  8. 8. 8ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Q19. Which of the followingbest describes how you feel about the changes happening within the marketing industry? 85% see the changes in marketing as an opportunity 87% of EMEA see the changes in marketing as an opportunity
  9. 9. 9ADOBE | DIGITAL ROADBLOCKREFRESH 2015 … with nearly 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) 49% 47% 46% 35% 17% Challenged Optimistic Excited Encouraged Struggling to keep up Top Descriptions Around Industry Changes 56% 55% 44% 32% 16%EMEA
  10. 10. 10ADOBE | DIGITAL ROADBLOCKREFRESH 2015 61% 51% 40% 34% 30% 23% 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 Increased recognition of marketing's contribution to business success Competition is driving a shift in my company's marketing organization and strategies Transformation of the marketing function responsibilities 58% 48% 38% 30% 38% 20% 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 EMEA
  11. 11. 11ADOBE | DIGITAL ROADBLOCKREFRESH 2015 These technology changes affect personal approaches to marketing… 70% 66% 63% 60% 60% 58% 58% Internet-connected devices enable marketing to permeate every aspect of consumer’s life I am more comfortable adopting new technologies once they become mainstream Traditional marketing is more about driving brand awareness, brand differentiation, & creating demand Digital marketing is more about driving and rewarding engagement 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 Mobile is a critical element for marketers to get right EMEA 69% 56% 61% 62% 60% 60% 57% 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)
  12. 12. 12ADOBE | DIGITAL ROADBLOCKREFRESH 2015 …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 53% 53% 59% 60% 63% 70% 73% Marketers need reassurance in their ability to deliver results Marketers need to be more data-focused to succeed Succeeding today involves a fundamental change in the approach to marketing 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 Attitudes on Marketers (% Top Two Box) EMEA 74% 70% 70% 61% 52% 58% 56%
  13. 13. 13ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Consumer expectations are higher than ever –immediate responses and delivery of compelling content are key 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% 62% 65% 66% 73% 74% 79% Industry leaders are setting the bar high in terms of consumer expectations for all brands 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 to engage with brands 24/7 Consumers expect brands to communicate directly to them Consumers expect more compelling content Consumers expect an immediate response to any post or query EMEA 78% 77% 69% 65% 72% 69% 62%
  14. 14. 14ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Marketers are prepared to implement new technologies to meet these demands Q16. Please indicate whether you disagree or agree with the followingstatements about the state of your industry. 40% 53% 54% 54% 64% 70% 71% 71% 73% Marketing is shifting from interruptive to welcomed according to consumers Marketing has changed more in the past year than in the previous 5 Marketing is changing faster than any other business function Marketing today is all about mobile and internet-connected devices Marketing is increasingly responsible for revenue contribution Marketing is entirely different today than when I started my marketing career Marketing is increasingly permeating every aspect of consumers’ lives Digital tools and proliferation of channels are fundamentally changing the nature of marketing Marketers need to be prepared to implement new technology to succeed Attitudes on Marketing/Marketers (% Top Two Box) EMEA 78% 71% 72% 70% 69% 52% 55% 58% 39%
  15. 15. 15ADOBE | DIGITAL ROADBLOCKREFRESH 2015 The marketing function has increased in influence in the past five years Q17. In your opinion, in the past 5 years has the marketing function: Influence of Marketing 68% Increased 7% Decreased 25% Unchanged 79% Increased73% Increased 73% of EMEA note an increase in marketing function influence in the past five years
  16. 16. 16ADOBE | DIGITAL ROADBLOCKREFRESH 2015 43% 26% 11% 7% 6% 4% Sales Marketing New product development IT Finance Human resources Strongly/Very Strongly Moderately Slightly/Not At All 7% 13% 23% 27% 70% 61% Influence on company strategy remains strong, with a quarter saying marketing contributes most 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 EMEA 41% 25% 17% 7% 4% 4% EMEA Strongly/Very Strongly 68% 65%
  17. 17. 17ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Q26. How do you feel about your own ability to keep up with the changes happening in marketing? 48% of marketers worry about their ability to keep up 37% of EMEA worry about their ability to keep up
  18. 18. 18ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Marketers are worried about their ability to keep up, more so than 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? 49% Not worried 51% 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? 52% Not worried 48% Worried 37% of EMEA is worried about their own ability to keep up 43% of EMEA is worried about company’s ability to keep up
  19. 19. 19ADOBE | DIGITAL ROADBLOCKREFRESH 2015 While struggles vary, nearly a quarter name big data and marketing measurement as challenges Q10. Which of the followingtrends and technologies is most challenging for you as a marketer? (Select up to 3) Trends and Technologies Challenges 24% 20% 19% 18% 17% 16% 15% 14% Big data and Marketing Measurement Social Marketing Real-time marketing Mobile marketing E-Commerce Media Mix Planning Personalization and Targeting Creativity and Innovation in marketing programs 24% 19% 18% 17% 16% 12% 18% 17% EMEA
  20. 20. 20ADOBE | DIGITAL ROADBLOCKREFRESH 2015 13% 12% 12% 12% 10% 13% 10% 12% 10% 21% 22% 22% 23% 25% 25% 27% 28% 29% 1 in 3 cite shortages in tech and data related roles. Digital Marketers and Data Analysts 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 22% 23% 28% 22% 26% 24% 17% 22% 16% 16% 12% 22% 18% 19% 16% 13% 11% 15% Need for Hires 2014 2015 Overrepresented Mobile Marketer Data Analyst Digital Marketer Creative Services eCommerce Manager Direct Marketer/Sales Content Producer Content Marketer Events Marketer EMEA 33% 31% 31% 28% 27% 25% 23% 23% 23%
  21. 21. 21ADOBE | DIGITAL ROADBLOCKREFRESH 2015 A successful marketer is seen as tech savvy, but only a fifth of marketers describe themselves in such terms Q3. Think about the ideal, successful marketer today. How would you describe them? Q4. How would you describe yourself? 45% 47% 6% 1% 1% 19% 56% 22% 3% 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 57% 30% 38% 56% 4% 11% 1% 2% 1% 0% EMEA
  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. 54% of marketers say it’s important to deliver a consistent customer experience on wearables Only 8% are currently solving for it 53% of EMEA says it’s important to deliver a consistent customer experience on wearables however only 9% are currently solving for it
  23. 23. 23ADOBE | DIGITAL ROADBLOCKREFRESH 2015 A disconnect exists between importance of cross- platform consistency – and ability to solve for it 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) 93% 88% 86% 83% 69% 54% 51% 51% 75% 48% 35% 51% 21% 8% 9% 17% A laptop or a desktop computer Mobile websites for a smartphone or tablet Mobile apps for a smartphone or tablet Mobile social media sites (Twitter, Facebook, etc.) POS screens Wearables Embedded screens Internet-connected devices and appliances Importance Use 88% 65% 89% 51% 87% 41% 81% 49% 66% 20% 53% 9% 55% 10% 50% 15% EMEA
  24. 24. 24ADOBE | DIGITAL ROADBLOCKREFRESH 2015 2/3 see consistent customer experience on wearables as important in three years Q29. How important will it be to deliver a consistent customer experience for each of the following devicesor channels three years from now? 89% 88% 87% 84% 71% 67% 64% 61% 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 Wearables Internet-connected devices and appliances Embedded screens Future Importance in Customer Experience Delivery Across Devices (% Top Two Box) 85% 89% 90% 83% 71% 69% 64% 64% EMEA
  25. 25. 25ADOBE | DIGITAL ROADBLOCKREFRESH 2015 The need to adapt is immediate: mobile marketing, e- commerce, and content management 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 40% 37% 39% 45% 43% 45% 54% 49% 52% 44% 40% 40% 39% 39% 39% 38% 37% 36% Big data and Marketing Measurement IoT marketing Digital Asset Management Personalization and Targeting Media Mix Planning Cross-channel marketing E-Commerce Mobile marketing Content Management Next 12 months Next 3 years 46% 45% 40% 41% 44% 40% 52% 36% 48% 37% 52% 37% 55% 36% 49% 38% 57% 32% EMEA
  26. 26. 26ADOBE | DIGITAL ROADBLOCKREFRESH 2015 23% 24% 26% 26% 26% 27% 28% 28% 30% IoT Marketing Native advertising Personalization and Targeting Mobile marketing Real-time marketing Big data and Marketing Measurement Creativity and Innovation in marketing programs Media Mix Planning Digital Asset Management Areas identified as 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) 23% 23% 28% 25% 27% 26% 31% 28% 28% EMEA
  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 13% 16% 16% 17% 18% 19% 30% 41% My company not experiencing market success Company resistance trying new programs that may fail Dysfunction and friction over priorities across the company My marketing skills falling behind Organizational inability to adapt Demands outside of work Lack of training in new marketing skills Lack of resources/budget Lack of resources/budget was also the top concern in 2014 EMEA 42% 28% 14% 15% 11% 19% 22% 12%
  28. 28. APPENDIX
  29. 29. 29ADOBE | DIGITAL ROADBLOCKREFRESH 2015 51% 41% 32% 15% 49% 59% 68% 85% Changes are 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 Opportunity: 87% Beginning: 72% Well prepared: 64% Driver: 54% EMEA
  30. 30. 30ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Marketers feel they have the 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? 31% 33% 47% 50% 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 data when making decisions about marketing strategies I primarily rely on my intuition 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) EMEA 65% 64% 61% 52% 45% 47% 30% 24%
  31. 31. 31ADOBE | DIGITAL ROADBLOCKREFRESH 2015 1 in 2 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? 13% 37% 33% 14% 3% Never Past year Past month Past week Yesterday Familiarity with New Marketing Terms 35% of EMEA claim to have heard about a new marketing channel or term in the past month or year
  32. 32. 32ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Many see organizational structures as 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? 68% Well set up 32% Not well set up How well is your company’s organization structure set up to meet marketing changes? 42% 29% 32% 66% of EMEA believe company structures are well set up
  33. 33. 33ADOBE | DIGITAL ROADBLOCKREFRESH 2015 70% 64% 64% 56% 46% 39% 39% 35% 56% 52% 54% 49% 55% 67% 53% 57% A laptop or a desktop computer Mobile social media sites (Twitter, Facebook, etc.) Mobile websites for a smartphone or tablet Mobile apps for a smartphone or tablet POS screens Embedded screens Internet-connected devices and appliances Wearables Confidence Performance 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 in Devices/Channels (% Top Two Box) 77% 53% 66% 49% 73% 52% 68% 54% 49% 50% 44% 53% 39% 54% 43% 54% EMEA
  34. 34. 34ADOBE | DIGITAL ROADBLOCKREFRESH 2015 42% 39% 34% 34% 34% 33% 32% 30% 30% Brand Building Customer Response Management Public Relations Events Social Marketing Content Management E-Commerce Cross-channel marketing Digital Advertising 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) 44% 37% 35% 35% 29% 33% 30% 31% 31% EMEA
  35. 35. 35ADOBE | 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? 60% Yes 40% No 66% of EMEA believe they have all the skills and resources needed for success as a marketer
  36. 36. 36ADOBE | DIGITAL ROADBLOCKREFRESH 2015 While many realize the need for skill development, 41% plan to learn from experimentation Q35. How do you plan to acquire the skills, tools, and resources needed to perform your job successfully? Select all that apply. 4% 14% 26% 29% 32% 33% 39% 39% 41% Other Follow established process - "how things have always been done" Learn from marketing colleagues in my company Learn from industry analysts/research reports Learn from professional industry associations/communities Learn from industry publications/websites Learn from industry peers from other companies Learn from attending training seminars Experimentation or trial and error Skills Training EMEA 36% 44% 37% 29% 26% 28% 28% 12% 3%
  37. 37. 37ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Communication across channels and talent recruitment 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) 6% 6% 7% 8% 8% 8% 9% 9% 11% 16% Ability to develop campaigns faster Elevating the visibility and influence of marketing within the company Ability to train on new skills Willingness to take more risks Ability to measure and learn from campaign effectiveness Better methods/data Openness to engaging directly with customers Change the way we communicate with our customers Hire the right talent to fill in gaps in experience or expertise Ability to work better across channels - web, mobile, social, etc. Future Determinants of Marketing Effectiveness EMEA 14% 9% 11% 9% 8% 7% 7% 7% 9% 5%
  38. 38. 38ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Over 1 in 3 believe that partnerships with sales are critical in making digital marketing work… 34% 32% 15% 10% 6% 3% 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) 37% 30% 16% 9% 6% 2% EMEA
  39. 39. 39ADOBE | 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% 11% 14% 13% 15% 38% 44% 43% 47% 49% 55% 45% 43% 40% 36% Sales New product development IT Finance Human Resources Poor Average Excellent Dynamic between Marketing and Other Departments 54% 44% 42% 33% 30%% Excellent EMEA

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