Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Adobe State of Creative and Marketing Collaboration Survey

642 views

Published on

Adobe released a new survey discussing how well marketers, advertisers, creatives and IT professionals collaborate to manage content velocity. The survey includes findings from more than 1,000 marketers, creatives, advertisers and IT professionals in North America.

Published in: Marketing
  • Be the first to comment

Adobe State of Creative and Marketing Collaboration Survey

  1. 1. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe State of Creative and Marketing Collaboration Survey 1
  2. 2. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Executive Summary 2 Adobe’s State of Creative and Marketing Collaboration survey set out to uncover how creatives, marketers, advertisers and IT are working together to keep up with the fast pace of content creation and deliver exceptional customer experiences. What we discovered: The driving force of personalization is causing brands to struggle with content creation. While a large majority of marketers, advertisers, creatives and IT professionals communicate with each other at least on a weekly basis, they don’t feel their processes for content creation and delivery are as efficient or as effective as they should be. Marketers and advertisers would like to see creatives brought into the development process earlier and everyone prioritizes content quality above cost and personalization. The challenge remains on how to collectively accomplish personalization at scale.
  3. 3. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Methodology 3 WHO WHERE WHEN HOW 1,037 creative, marketing, advertising and IT professionals; majority from brands with more than 500 employees* North America (U.S. and Canada) Aug. 7-31, 2018 Online survey conducted via Advanis *2% of respondents from companies with less than 500 employees and 20% of creatives work at an agency
  4. 4. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Time investment on content creation 0-10 HOURS 11-20 HOURS 21-30 HOURS 31-40 HOURS 41-50 HOURS 50+ HOURS LONG FORMSHORT FORM NUMBER OF HOURS TO CREATE A SINGLE PIECE OF CONTENT OR AD FORMAT Mean # of hours: 17 Mean # of hours: 27 42% 26% 16% 9% 4% 2% 16% 23% 25% 16% 10% 10% Brands are struggling to keep up with content creation. Part of the struggle is the length of time it currently takes to turn personalized content around. 12DAYS TO TAKE A SINGLE PIECE OF CONTENT TO MARKET ON AVERAGE
  5. 5. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 Many brand creatives, marketers and advertisers believe their companies can do more to personalize; however, many state they find it difficult to personalize content at scale. BELIEVE THEIR COMPANY’S CONTENT PERSONALIZATION IS VERY EXTENSIVE 59% MARKETERS 52% ADVERTISERS 41% AGENCY CREATIVES 53% BRAND CREATIVES AGREE THEY FIND IT DIFFICULT TO PERSONALIZE CONTENT AT SCALE Personalization remains a struggle MARKETING ADVERTISING BRAND CREATIVES AGENCY CREATIVES 37% 25% 22% 24%
  6. 6. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 Marketers, advertisers and creatives say the time investment needed to create and iterate content is the top barrier to personalization. Rank 1 Rank 2 Rank 3 BIGGEST BARRIERS TO PERSONALIZING CONTENT AND DIGITAL AD CREATIVE 2% 4% 5% 3% 10% 10% 12% 20% 33% 5% 9% 8% 11% 11% 10% 12% 23% 11% 6% 14% 15% 12% 15% 10% 11% 7% 9% LACK OF ACCESS TO AI LACK OF CONNECTING DATA TO CREATIVE HARD TO TRACK FEEDBACK ABOUT EACH VERSION CREATED NO EFFICIENT WAY TO MOVE FROM TEMPLATE TO UNIQUE VERSIONS TOO MANY MINOR CHANGES REQUESTED INSUFFICIENT SEGMENT INSIGHTS INSUFFICIENT DETAIL ABOUT THE DIFFERENT NEEDS OF EACH VERSION COST OF CREATING / ITERATION TIME TO CREATE / ITERATE Personalization barriers for content and advertising creative
  7. 7. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 HOW OFTEN EACH INTERACTS WITH DESIGN/CREATIVE TEAMS HOW OFTEN EACH INTERACTS WITH MARKETING/AD TEAMS 18% 74% 26%29% 78% 22% 38% 92% 8% DAILY WEEKLY LESS THAN WEEKLY 39% 91% 9% 30% 91% 9% 31% 85% 15% DAILY WEEKLY LESS THAN WEEKLY MARKETERS ADVERTISERS IT The large majority of marketers, advertisers, creatives and IT pros communicate with each other at least on a weekly basis. BRAND CREATIVES AGENCY CREATIVES IT Strong communication between teams © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  8. 8. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 Despite creatives, marketers, advertisers and IT communicating often, content creation and delivery isn’t as connected as it should be. Complexity in the content creation landscape continues to increase. 14%11%8%7%6% 25%26%26% 19%20% 60%63%66% 75%75% MARKETERSADVERTISERSBRAND CREATIVES AGENCY CREATIVES IT PEOPLE INVOLVED IN CONTENT CREATION & DELIVERY COMPARED TO A FEW YEARS AGO NET MORE SAME NET LESS BELIEVE CONTENT CREATION AND DELIVERY ARE VERY WELL-COORDINATED MARKETING ADVERTISING BRAND CREATIVES IT 54% 30% 32% 28% Content delivery & creation isn’t as connected as it should be © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  9. 9. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9 More than 1/4 of brand creatives and marketers aren’t receiving the feedback they need to determine the effectiveness of content. 27% MARKETERS 14% ADVERTISERS 28% BRAND CREATIVES 9% AGENCY CREATIVES DO NOT HAVE ACCESS TO CRITERIA USED TO DETERMINE EFFECTIVENESS OF CUSTOMER EXPERIENCE EFFORTS ALL MARKETERS ADVERTISERS BRAND CREATIVES AGENCY CREATIVES 47% 60% 53% 44% 63% 49% 52% 60% 55% 46% 54% 53% 74% 57% REVENUE IMPACT DIRECT CUSTOMER FEEDBACK CONVERSION METRICS CRITERIA USED TO DETERMINE EFFECTIVENESS OF CUSTOMER EXPERIENCE EFFORTS 48% Disconnect with content feedback
  10. 10. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Majority of creatives, marketers and advertisers want creatives to be involved in the pre-planning stage as well as in the creation and production of content. Creatives should have a seat at the strategy table. Creatives’ role in content strategy © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. STAGES CREATIVES ARE INVOLVED IN CONTENT DEVELOPMENT CURRENT WANT 40% 49% 60% 66% 71% 24% 41% 59% 77% 52% CUSTOMER FEEDBACKPOST-PRODUCTIONPRODUCTIONCREATIONPRE-PLANNING
  11. 11. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 42 47 41 45 30 27 32 30 27 25 27 25 AGENCY CREATIVES BRAND CREATIVES ADVERTISERS MARKETERS CONTENT PRIORITIES (OUT OF 100 POINTS) Creatives, marketers and advertisers report content quality as the top priority, indicating they’re not willing to sacrifice quality for speed and volume. CONTENT QUALITY PERSONALIZATION CONTENT COST Content quality over volume of output
  12. 12. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Digital maturity matters 12 OF DIGITALLY ADVANCED ORGANIZATIONS SAY THEIR CONTENT CREATION & DELIVERY ARE VERY WELL COORDINATED OF DIGITALLY ADVANCED ORGANIZATIONS SAY THEIR CONTENT PERSONALIZATION IS EXTENSIVE COMPANIES THAT SAY THEY ARE OUTPERFORMING THEIR COMPETITION COMPANIES THAT SAY MARKETING HAS DIFFERENTIATED THEIR ORGANIZATION 50% 73% 59% 35% DIGITALLY ADVANCED COMPANIES ALL OTHER COMPANIES 56% 34% DIGITALLY ADVANCED COMPANIES ALL OTHER COMPANIES Digitally mature companies are more likely to say they are outperforming the competition, their content creation and delivery is very well coordinated, and their personalization is extensive. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  13. 13. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 9% 7% 9% 17% 22% 27% 9% 9% 10% 10% 26% 26% 8% 8% 8% 14% 24% 29% 10% 7% 9% 20% 19% 26% 4% 3% 7% 24% 23% 30% MORE THAN 4 WEEKS 4 WEEKS 3 WEEKS 2 WEEKS 1 WEEK 2-4 DAYS LENGTH OF TIME TO GET A SINGLE PIECE OF CONTENT TO MARKET MEAN 12 DAYS 12 DAYS 11 DAYS 12 DAYS 10 DAYS ALL MARKETERS ADVERTISERS BRAND CREATIVES AGENCY CREATIVES Appendix Charts © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  14. 14. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ALL MARKETERS ADVERTISERS BRAND CREATIVES AGENCY CREATIVES 3% 13% 49% 35% 2% 15% 55% 28% 5% 16% 48% 32% 4% 15% 52% 30% 7% 36% 57% VERY UNCOORDINATED SOMEWHAT UNCOORDINATED SOMEWHAT COORDINATED VERY WELL COORDINATED LEVEL OF COORDINATION BETWEEN CONTENT CREATION AND DELIVERY Appendix Charts
  15. 15. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2% 4% 9% 16% 26% 42% 3% 3% 17% 14% 27% 38% 3% 4% 6% 18% 31% 37% 2% 3% 6% 14% 24% 52% 2% 6% 15% 30% 27% 20% 50 OR MORE HOURS 41-50 HOURS 31-40 HOURS 21-30 HOURS 11-20 HOURS 0-10 HOURS 10% 10% 16% 25% 23% 16% 11% 13% 13% 22% 22% 19% 9% 5% 14% 26% 29% 16% 11% 9% 18% 24% 22% 16% 6% 11% 18% 31% 18% 15% 50 OR MORE HOURS 41-50 HOURS 31-40 HOURS 21-30 HOURS 11-20 HOURS 0-10 HOURS 16 MEAN 17 HOURS 18 HOURS 17 HOURS 14 HOURS 22 HOURS NUMBER OF HOURS TO CREATE A SINGLE PIECE OF SHORT-FORM CONTENT NUMBER OF HOURS TO CREATE A SINGLE PIECE OF LONG-FORM CONTENT MEAN 27 HOURS 27 HOURS 25 HOURS 28 HOURS 27 HOURS TOTAL MARKETERS ADVERTISERS BRAND CREATIVES AGENCY CREATIVES TOTAL MARKETERS ADVERTISERS BRAND CREATIVES AGENCY CREATIVES Appendix Charts © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  16. 16. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. TOTAL MARKETERS ADVERTISERS BRAND CREATIVES AGENCY CREATIVES 42% 49% 59% 9% 41% 46% 62% 9% 40% 53% 59% 11% 45% 48% 55% 10% 36% 50% 71% 3% VARIATIONS ARE CREATED FOR DIFFERENT CAMPAIGNS VARIATIONS ARE CREATED FOR DIFFERENT DIGITAL CHANNELS VARIATIONS ARE CREATED TO TARGET DIFFERENT SEGMENTS OF THE MARKET NO VARIATIONS ARE CREATED TYPES OF CONTENT VARIATIONS CREATED Appendix Charts
  17. 17. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Appendix Charts MARKETERS 77% AGENCY CREATIVES 83% IT 83% ADVERTISERS 85% BRAND CREATIVES 81% BELIEVE MORE TOOLS ARE INVOLVED IN CONTENT CREATION & DELIVERY COMPARED TO A FEW YEARS AGO
  18. 18. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Appendix Charts 7% 6% 7% 9% 15% 16% 14% 24% 28% 26% 35% 29% 25% 30% 21% 37% 25% 22% 24% AGENCY CREATIVES BRAND CREATIVES ADVERTISERS MARKETERS EXTENT OF COMPANY’S CONTENT AND DIGITAL AD CREATIVE PERSONALIZATION NOT EXTENSIVE AT ALL 4 3 2 VERY EXTENSIVE

×