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Adobe Marketer Outlook Survey Japan 2020

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Adobe Marketer Outlook Survey Japan 2020

  1. 1. Marketer Outlook Survey Japan Data collected June 2020 | Suzie Brady | Adobe PR
  2. 2. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Highlights Work From Home Currently two-thirds of people are working from home (nearly half worked from home 1+ day a week prior to COVID-19). A slight majority feel they cannot work at home and be fully effective. To work more effectively from home, the greatest needs are for faster internet and access to specific servers/documents. Various methods of communicating from home were all deemed effective, with phone calls and instant messaging/chat being most favoured and email least favoured. Organisations will generally allow more work from home once restrictions end, expect that more in their organisation will do so long-term, and are set up effectively to enable long-term remote work. Brand Communication About half of organisations currently have a COVID-19 task force to manage messaging/marketing. Most organisations have shifted their imagery or language in recent campaigns. While nearly half have increased spending on marketing campaigns due to COVID-19, spending on advertising remained flat. In addition, marketing spending for the remainder of this year will decrease due to COVID-19. The Future Nearly half expect to proactively advertise/push out messaging within a week of stay-at-home orders ending, with slightly fewer expecting to return to pre-COVID levels of investment in marketing within a quarter. Few organisations are seeing declines in online traffic - most are either seeing increases or no change. There will be a widespread transformation in long- term strategy and a new approach to future marketing efforts. Country Differences Fewer workers are currently working from home (66%) compared to the US (83%), and those in Japan work less effectively from home (43% effective) than in other APAC countries (68%) and the US (71%). However - compared to the US - those in Japan will be more likely to work from home long-term going forward, and be effectively set up to do so. Japanese organisations are much less likely to have a COVID-19 task force (48%) than in other APAC countries (72%). Those countries will also be significantly quicker to return to normal advertising/messaging and levels of investment. Organisations in Japan are much more likely to make long-term strategy (79% vs. 60%) and marketing changes (82% vs. 57%) compared to those in the US.
  3. 3. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Methodology Who participated in this research? How was this research conducted? Sample Frame • 302 marketers in Japan completed the survey online; • This survey was also conducted in India, China, Singapore, Australia, and the US. • To qualify, must: ‒ be employed full time or a consultant, contractor, or self-employed; ‒ be in advertising, business operations and services, consulting, design or creative services, marketing, product management, sale, IT, R&D, or be a company executive; ‒ be directly involved in their brand’s marketing activities; and ‒ have an analyst role or higher within their organisation. • Participants were recruited from an actively managed online panel -- this should be considered a non- probability sample; • Participants were incented using rewards points offered by their online panel; • Research was conducted between June 2nd and June 16th, 2020. • Quotas were set for gender, and age was monitored. • No weighting of data was required. • Margin of error for aggregate is +/- 5.6 percentage points at the 95% CL • Additional results can be found at https://portal.advanis.net/adbe/ Advanis is a member of the Canadian Research Insights Council (CRIC) and confirms that this research fully complies with all CRIC Standards including the CRIC Public Opinion Research Standards and Disclosure Requirements. This research was sponsored by Adobe and conducted by Advanis. For information about data collection, please contact Lori Reiser (lori_reiser@advanis.net 519.340.0125) Icon Source: icons8.com
  4. 4. Participant Profile
  5. 5. ©2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential. 24% 20% 17% 13% 8% IT C-Suite/Company Executive Sales Business operations and services Marketing 38% 22% 19% 12% 9% Executive / VP Director Manager Senior manager Analyst / Individual Contributor Demographics Marketer Outlook Survey – Japan (June 2020) S1, S3, S5 Job LevelTop Departments Work Status Employed FT/PT Freelancer / consultant / contractor / self-employed Executive / VP Director Manager Senior Manager Analyst / Individual Contributor IT C-Suite / Executive Sales Business Ops/ Services Marketing 13%87%
  6. 6. ©2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential. Firmographics Marketer Outlook Survey – Japan (June 2020) D1, D3, D4, D5, S2 20% 14% 12% 22% 13% 13% 7% Less than 1 billion per year 1 - 5 billion per year 6 - 10 billion per year 11 - 50 billion per year 51 - 100 billion per year 101 - 999 billion per year 1 trillion or more per year <1 B 1 - 5 B 6 - 10 B 11 - 50 B 51 - 100 B 101 - 999 B 1+ T Local only Regional National Int’l Company Reach 11% 23% 47% 20% Local market only Regional market (same or nearby states/provinces) National market (all or most states/provinces) International Manufacturing Retail/CPG Prof. services Tech (B2B & B2C) Company Income (per year) 23% 21% 34% NET Less than 500 NET 500 to 4,999 Net 5,000 or more <500 500- 4,999 5,000+ Employees 22% 16% 14% 13% Manufacturing Retail & Consumer Packaged Goods Professional Services Technology (B2B & B2C) 25% 36% 39% Individuals Businesses Both B2C B2B B2M Sells To Top Industries
  7. 7. Detailed Findings: Work From Home
  8. 8. ©2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential. Working From Home • 66% are currently working from home (significantly less than 83% in the US). ̶ Only half (53%) of those working at smaller organisations (<500 staff) are currently working from home. • Prior to COVID-19, nearly half worked from home on a weekly basis or more often (16% always, 30% 1-2 days per week). • While only 5% say they cannot effectively work from home, half do not feel they are fully effective. ̶ Those in Japan work less effectively from home (43% effective) than in other APAC counties (68%) and the US (71%). ̶ Those working at smaller organisations are much more likely to say they can work effectively from home (62% yes). Frequency Prior to COVID-19 (Base: All respondents) Marketer Outlook Survey – Japan (June 2020) Q1 - Are you currently working from home? Base: All respondents (302) Q1a - How often, prior to COVID-19, did you work from home? Base: All respondents (302) Q2 - Can you work effectively from home? Base: Currently working from home (198) Can Effectively Work From Home (Base: Currently working from home) 5% 52% 43% 1 Yes Sort of No 37% 9% 8% 30% 16% 1 Always 1-2 days a week 1-2 days a month A few times a year Never
  9. 9. ©2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential. Working More Effectively From Home Biggest Working From Home Adjustments (Base: Currently working from home) What is Needed to Work Effectively From Home (Base: Cannot effectively work from home) 30% 25% 16% 7% 6% 5% 5% 7% Finding a quiet/comfortable place to work Working effectively with home technology Not having a definite break between work/home A rapid pace to keep up with our COVID-19 response Working while parenting Having less work to do Distracted/worried about COVID-19 No significant adjustment Finding a quiet/ comfortable place to work Working effectively with home technology Not having a definite break between work/home A rapid pace to keep up with our COVID-19 response Working while parenting Having less work to do Distracted/worried about COVID-19 No significant adjustment Marketer Outlook Survey – Japan (June 2020) Q3 - What do you need to help you work more effectively from home? Base: Cannot effectively work from home (112) Q3b - What has been the biggest adjustment to working from home? Base: Currently working from home (198) 61% 57% 44% 42% 33% 29% 25% 24% 23% Faster internet access Connection to a specific server / access to specific documents A dedicated workspace Training on how to use software (like collaboration tools, chat or virtual meeting) Printer / Paper supplies Larger monitor Fewer distractions from others in my home Time off / flexibility to care for kids or loved ones More connection with my team leader Faster internet access Connection to a specific server / access to specific documents A dedicated workspace Training on how to use software Printer / Paper supplies Larger monitor Fewer distractions from others in my home Time off / flexibility to care for kids or loved ones More connection with my team leader • To work more effectively from home, staff are most in need of faster internet access (61%) and connection or access to specific servers or documents (57%). Many also need a dedicated workspace (44%) and training on how to use software – like collaboration tools, chat or virtual meetings (42%). • The biggest adjustments have been finding a quiet/comfortable place to work at home (30%), working effectively with home technology (25%; 34% among large orgs) and not having a definite break between work and home (16%). ̶ One quarter (24%) of those working for smaller organisations made no significant adjustments.
  10. 10. ©2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential. Working From Home Communication Most Effective Ways to Communicate When Working From Home 17% 15% 15% 11% 9% 20% 27% 18% 25% 21% 21% 12% 21% 19% 25% Phonecall Instantmessages/chattools Videoconference Videocall(1to1) Email Top Choice 2nd or 3rd 4th or 5th • About one-third or more rank each of the following work from home communication methods in their Top 3 most effective ways to communicate. • Phone calls and instant messaging/chat are deemed the most effective ways to communicate, and email the least effective, but the differences are modest. Phonecall Instant message/chat Video conference Videocall (1on1) Email Marketer Outlook Survey – Japan (June 2020) Q3a - What are the most effective ways to communicate with you when working from home? Base: All respondents (302)
  11. 11. ©2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential. Benefits of Working From Home • The most valued benefit of working from home is having more family time (48% find it important). • Also valued are teams being more mindful of checking on each other (37%), taking risks/trying new strategies at work (31%), and communication from organisational leadership (30%). ̶ Those working for large organisations are much more likely to value communication from leadership (42%) and industry outreach (31%). 48% 37% 31% 30% 23% 19% 6% I have more family time (e.g., less commute) My team is more mindful of checking in on each other We're taking risks/trying new strategies at work Communication from organizational leadership Community outreach within my industry My kids have learned about my job None I have more family time (e.g., less commute) My team is more mindful of checking in on each other We're taking risks/trying new strategies at work Communication from organisational leadership Community outreach within my industry My kids have learned about my job None Marketer Outlook Survey – Japan (June 2020) Q4 - Which of these benefits of working from home has been important for you? Base: Currently working from home (198) Benefits of Personal Importance (Base: Currently working from home)
  12. 12. ©2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential. Going Forward • Three quarters or more think their organisation will allow work from home once restrictions are lifted (76%; 86% among B2B; 65% in US) and that more people in their organisation will work from home long-term (83%; 67% in US). • The vast majority (93%) feel their organisation is set up effectively for long-term remote work. • Just over one quarter (27%) have concerns or challenges about working remotely for a long period of time. • Compared to the US, those in Japan will be more likely to work from home long-term and be effectively set up to do so. Marketer Outlook Survey – Japan (June 2020) Base: Currently working from home (198); Q4a - Do you think your organisation will allow work from home once restrictions are lifted? // Q4b - Do you think that more people in your organisation will work from home long term? Q4c - Do you think your organisation is set up effectively to work remotely for long periods of time? // Q4d - Do you have any concerns or challenges about working remotely for a long period of time? 27% Have concerns or challenges about long-term remote working 93% Think their organisation is set up effectively for long-term remote working 83% Think more people in their organisation will work from home long-term 76% Think their organisation will allow work from home once restrictions are lifted Organisational Long-Term Remote Working Capability (Base: Currently working from home)
  13. 13. Detailed Findings: Brand Communication
  14. 14. ©2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential. Brand Messages Shared • 48% (72% in other APAC) currently have a COVID-19 task force or specific team working on how to manage messaging and marketing campaign, with larger organisations being more likely to have one. • Over the past 2-3 weeks, most have sent brand messaging related to COVID-19 (68%), unrelated to COVID-19 (63%), and sales promos (65%). • Organisations have most commonly sent company responses to COVID-19 for customers (79%), updated company policies for staff/stores (63%), and general brand affinity messaging (49%). Sent Brand Marketing Messages in Past 2-3 Weeks (Base: All respondents) Marketer Outlook Survey – Japan (June 2020) Q11 - Do you have a COVID-19 task force or specific team working on how to manage messaging and marketing campaigns? Base: All respondents (302) Q5 - Has your brand sent marketing messages in the past 2-3 weeks? Base: All respondents (302) Q6 - What types of messages are you sharing with your customers? Base: Shared messages (136) 63% Unrelated to COVID-19 65% Sales Promotion 68% Related to COVID-19 Types of Messages Being Shared (Base: Sharing messages with customers) 79% 63% 49% 36% 34% 3% Company response to COVID-19 for customers Company policies for staff/stores in response to COVID-19 General brand affinity messaging Community support Helpful tips on adjusting to 'difficult times' Other Company response to COVID-19 for customers Company policies for staff/stores in response to COVID-19 General brand affinity messaging Community support Helpful tips on adjusting to 'difficult times' Other
  15. 15. ©2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential. Authenticity, Resonance, and Brand Duty • The vast majority feel that organisational marketing/ communications have been both authentic (90%) and have resonated with customers (84%). • There is a general sense that brands have a duty to proactively offer help or provide special offers to customers at this time. Organisational Marketing/ Communications Have… Marketer Outlook Survey – Japan (June 2020) Q8a - Do you think your organisation's marketing/communication has: Been authentic / Resonated with consumers? Base: All respondents (302) Q8 - Do you feel brands have a duty to be proactive in offering help (or providing special offers) to customers during this time? Base: All respondents (302) Brand Duty 90% 84% 10% 16% Been authentic Resonated with customers Yes No 84% Feel brands have a duty to proactively offer help (or provide special offers) to customers at his time
  16. 16. ©2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential. Changes in Messaging • 62% have had to shift imagery or language in a recent marketing campaign due to COVID-19, with larger organisations being much more likely to shift. ̶ Significantly less US firms (39%) have shifted messaging. • The most commonly shifted elements are visuals of people touching (64%) and language that describes close interactions (52%). Marketer Outlook Survey – Japan (June 2020) Q12 - Have you had to shift imagery and language with a recent campaign? Base: All respondents (302) Q12a - What have you had to shift? Base: Shifted imagery or language in recent campaign (188) Messaging Shifts (Base: Shifted imagery/language in recent campaign) 64% 52% 43% 21% 3% Visuals of people touching (i.e. high fiving, hugging) Language that describes close interaction Visuals of crowds Visuals of travel Other Visuals of people touching (i.e. high fiving, hugging) Language that describes close interaction Visuals of crowds Visuals of travel Other
  17. 17. ©2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential. Changes in Spending • While nearly half have increased spending on marketing campaigns due to COVID-19, spending on advertising remained flat. • In addition, marketing spending for the remainder of this year will decrease due to COVID-19. • Larger organisations were more likely to have changed their marketing and advertising spending due to COVID-19. Change in Spending Due to COVID-19 Marketer Outlook Survey – Japan (June 2020) Q11a - How has your spending changed in response to COVID-19 for: Marketing campaigns / Advertising? Base: All respondents (302) Q16 - How is COVID-19 changing your marketing spending for the remainder of the year? Base: All respondents (302) 6% 8% 14% 14% 34% 47% 39% 24% 5% 4% Marketing campaigns Advertising Significant increase Modest increase No change Modest decrease Significant decrease COVID-19 Impact on Marketing Spending For Remainder of Year 14% 33% 35% 16% Total Significant increase Small increase No change Small decrease Significant decrease +23% +3% NET Change -28% NET Change
  18. 18. Detailed Findings: The Future
  19. 19. ©2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential. Timeframe for Returning to Normal • Nearly half (45%) expect to proactively advertise/push out messaging within a week of stay-at-home orders ending. Nearly one- third (31%) will wait a few weeks to a month. ̶ Organisations in other APAC countries will be significantly quicker in returning to normal, with 62% restarting messaging within a week and 60% returning to pre-COVID investment within a quarter. • 38% say they will return to pre-COVID levels of investment in marketing with a quarter of sooner. One-fifth (21%) say it will take longer than a year. Time Between Stay-Home Orders and Restarting Messaging Marketer Outlook Survey – Japan (June 2020) Q14 - After the requests for stay-at-home/self-containment end, how long until you proactively advertise or push out marketing messages again? Base: All respondents (302) Q15 - How long do you think it will take to bounce back to pre-virus levels of investment in marketing/advertising? Base: All respondents (302) Time Before Returning to Pre- COVID Investment in Marketing 21% 19% 11% 21% 13% 4% 1 Within a week Within a month Within a quarter Within two- quarters Within a year Longer than a year 16% 17% 14% 19% 18% 8% 1 Within a day Within a few days Within a week Within a few weeks Within a month No change in messaging 45% Within a week or earlier 38% Within a quarter or sooner
  20. 20. ©2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential. Changes in Online Traffic • Most organisations have either seen their online traffic increase (41%) or stay the same (40%). Only 18% have seen decreases in online traffic. Marketer Outlook Survey – Japan (June 2020) Q10 - Are you seeing a change in online traffic during this time? Base: All respondents (302) Recent Change in Online Traffic 3% 15% 40% 35% 6% 1 Large increase (50%+ increase) Small increase (10- 30% increase) No change Small decrease (10- 30% decline) Large decrease (50%+ decline) 41% Increase
  21. 21. ©2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential. Long-Term Impacts • The vast majority of organisations are transforming their long-term strategy in case this period lasts over a year (79%), and changing their approach to future marketing efforts (82%), with larger organisations being more likely to make changes. ̶ Japanese organisations are much more likely to make long- term changes to strategy and marketing compared to those in the US. • These changes will entail moving marketing to different channels (63%), changing prioritised audiences (49%), and reallocating resources across different regions (32%). Marketer Outlook Survey – Japan (June 2020) Q17 - Are you transforming your strategy for the long term, in case this period lasts for 12+ months? Base: All respondents (302) Q18 - Will this change the way you approach your marketing efforts in the future? Base: All respondents (302) Q18a - How do you anticipate your brand marketing strategy changing over the next 12 months? Base: Will change approach to future marketing efforts (249) Long-Term Impacts on Strategy and Marketing Efforts 82% Will change approach to marketing efforts in future 79% Transforming strategy long- term (in case period lasts 12+ months) Changes to Marketing Efforts (Base: Will change approach in future) 63% 49% 32% 1% 8% Moving our marketing to different channels Changing the audiences that we are prioritizing Reallocating across different regions Other No changes Moving our marketing to different channels Changing the audiences that we are prioritising Reallocating across different regions Other No changes

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