This document summarizes the findings of a survey of 1,311 European marketers conducted in March-April 2015 regarding changes in the marketing industry. Some key findings for German marketers include:
- They see the industry changing rapidly but are optimistic and see it as an opportunity. They prioritize adapting to new technologies and organizational change.
- New technologies are seen as impacting how audiences are reached and effectiveness is measured, but marketing is still seen as interruptive. German marketers are mixed in their use of data.
- Delivering consistent experiences across mobile and wearables will be more important in the future. German marketers are ready to implement new technologies to stay ahead of changes.
Adobe & Econsultancy: From Content Management to Customer Experience ManagementAdobe Marketing Cloud
This Adobe & Econsultancy Digital Intelligence Briefing is devoted to the topic of web content management (WCM), an area which is becoming a focal point for companies wishing to deliver a truly seamless multichannel customer experience.
The report is based on a global survey which has attracted more than 1,000 respondents.
Download a full copy of the report here: http://adobe.ly/13mx07w
This presentation on High Performance Content Marketing is from Raconteur's event for senior marketers in London, September 2015. Experts from Quartz, The Marketing Practice, and the Chartered Institute of Marketing shared their insights.
Adobe & Econsultancy: From Content Management to Customer Experience ManagementAdobe Marketing Cloud
This Adobe & Econsultancy Digital Intelligence Briefing is devoted to the topic of web content management (WCM), an area which is becoming a focal point for companies wishing to deliver a truly seamless multichannel customer experience.
The report is based on a global survey which has attracted more than 1,000 respondents.
Download a full copy of the report here: http://adobe.ly/13mx07w
This presentation on High Performance Content Marketing is from Raconteur's event for senior marketers in London, September 2015. Experts from Quartz, The Marketing Practice, and the Chartered Institute of Marketing shared their insights.
Like everyone else, manufacturing marketers are moving through an arduous year. While they report growing in content marketing maturity, most had to make quick changes when the pandemic hit.
#GettingMediaRight with Millward Brown. Setting the media scene, some thoughts about the future of media and 2016 media predictions by Andrzej.Suski@MillwardBrown.com & South African insights and learnings’ on how to optimize digital video creative and how to maximize media efficiencies through the use of video across multiple screens by Monique.Claassen@MillwardBrown.com
Our work on the Microsoft Lumia Business Transformation increased Lumia's share of the business market from 12% to 26%. Here are the details of the programme:
Our work with Atos on the Lead Generation Factory was rewarded with the trophy for Most Commercially Successful Campaign at the 2015 B2B Marketing Awards. Here is our submission.
The Chief Marketing Officer Council: Getting Involved as a SponsorCMOCouncil
The CMO Council is a global channel of insight, access and influence, representing over 8,500 members across 110 countries. Tapping into this valuable channel can happen in a number of ways. This presentation shares the makeup of the CMO Council membership, its global reach and digital footprint and ways in which sponsors can engage with the peer-powered network of marketing leaders.
IAB europe priorities for digital measurementIAB Europe
This presentation shows the key results of IAB Europe’s Metrics and KPIs survey demonstrating the priorities for digital brand advertising across stakeholders. www.iabeurope.eu
The top media trends that consumers don’t even know aboutKantar
This presentation focuses on the Top media trends consumers don’t even know about. The purpose of this presentation is to move a step back from what we as marketers speak about, about the newest shiny thing and the big buzz word of the year – and see what this actually looks like from the perspective of the consumer.
And why does this matter? Because how consumers feel about or perceive marketing trends and advertising will impact how they feel about your brand and therefore the long-term financial success of your company.
Why and how-programmatic-is-emerging hi-media__study_2014HiMedia Group
This study, published by HiMedia in partnership with AppNexus, Warc and IAB Europe, explores for the first time programmaticbuying within its larger environment that is real-time marketing and the convergence between owned, earned, and paid-media.
2014 - A year of transformation,
consolidation and disruption.
New brand tops the rankings
Top 100 brand values increase
Surprising top riser
A first for sector growth
First time a retailer makes the coveted Top 10
more : http://www.wpp.com/wpp/marketing/brandz/brandz-2014/
Data, in all of its forms, paints the picture of who your customer really is, your customer’s Digital Self… and within that lies the smaller, critical insights that will drive your marketing success. The New School of Marketing requires taking the countless signals, these self-defining choices, and turning them into meaningful experiences.
Like everyone else, manufacturing marketers are moving through an arduous year. While they report growing in content marketing maturity, most had to make quick changes when the pandemic hit.
#GettingMediaRight with Millward Brown. Setting the media scene, some thoughts about the future of media and 2016 media predictions by Andrzej.Suski@MillwardBrown.com & South African insights and learnings’ on how to optimize digital video creative and how to maximize media efficiencies through the use of video across multiple screens by Monique.Claassen@MillwardBrown.com
Our work on the Microsoft Lumia Business Transformation increased Lumia's share of the business market from 12% to 26%. Here are the details of the programme:
Our work with Atos on the Lead Generation Factory was rewarded with the trophy for Most Commercially Successful Campaign at the 2015 B2B Marketing Awards. Here is our submission.
The Chief Marketing Officer Council: Getting Involved as a SponsorCMOCouncil
The CMO Council is a global channel of insight, access and influence, representing over 8,500 members across 110 countries. Tapping into this valuable channel can happen in a number of ways. This presentation shares the makeup of the CMO Council membership, its global reach and digital footprint and ways in which sponsors can engage with the peer-powered network of marketing leaders.
IAB europe priorities for digital measurementIAB Europe
This presentation shows the key results of IAB Europe’s Metrics and KPIs survey demonstrating the priorities for digital brand advertising across stakeholders. www.iabeurope.eu
The top media trends that consumers don’t even know aboutKantar
This presentation focuses on the Top media trends consumers don’t even know about. The purpose of this presentation is to move a step back from what we as marketers speak about, about the newest shiny thing and the big buzz word of the year – and see what this actually looks like from the perspective of the consumer.
And why does this matter? Because how consumers feel about or perceive marketing trends and advertising will impact how they feel about your brand and therefore the long-term financial success of your company.
Why and how-programmatic-is-emerging hi-media__study_2014HiMedia Group
This study, published by HiMedia in partnership with AppNexus, Warc and IAB Europe, explores for the first time programmaticbuying within its larger environment that is real-time marketing and the convergence between owned, earned, and paid-media.
2014 - A year of transformation,
consolidation and disruption.
New brand tops the rankings
Top 100 brand values increase
Surprising top riser
A first for sector growth
First time a retailer makes the coveted Top 10
more : http://www.wpp.com/wpp/marketing/brandz/brandz-2014/
Data, in all of its forms, paints the picture of who your customer really is, your customer’s Digital Self… and within that lies the smaller, critical insights that will drive your marketing success. The New School of Marketing requires taking the countless signals, these self-defining choices, and turning them into meaningful experiences.
Build and optimise campaigns that convert in the age of inbox overloadAdobe Marketing Cloud
This presentation explores how digital marketers can use the information that is available about the consumer’s 'digital self' to make their messaging more targeted and relevant, and ensure that they get seen among the multitude of other communications that the average consumer receives on a daily basis.
New Ways to Monetize the Telco Customer Experience
Telco companies have watched and learned that basic telephony service offerings are simply not enough. In the digital economy, Telcos that make the shift from legacy products to customer-driven technologies and services will reign supreme.
Full Study - Digital Roadblock: Marketers Struggle to Reinvent ThemselvesAdobe
We’ve all heard it: The future of marketing is digital. Get on board or get left behind. So what’s holding marketers back?
We surveyed more than 1,000 U.S. marketers to explore how they’re evolving in the digital age, where they need help and what their priorities are going forward. This is the full results from our Digital Roadblock study.
Presentation from Brian Solis, Principle Analyst and Author, given at an exclusive Q&A and book signing hosted by Adobe in London on 12 July 2013.
During his talk, Brian examined:
- The rise of the connected customer
- How leadership can survive Digital Darwinism
- The Four Moments of Truth through navigating the evolving landscape of new consumerism
- How to align user experience with innovation and leadership in order to improve business performance and engagement
An introduction from Adobe's Jeremy Waite on the future of social business, before welcoming Brian Solis to the stage for an exclusive Q&A in London on 12 July 2013 (view Brian's slides here: http://slidesha.re/13kKtIY)
• 3. DOING BUSINESS ON THE WEB FOR 9 YEARS AND PLENTY OF FAILURES ALONG THE WAY
• 4. Start engaging yourpeopleThe lifeblood of your business ispeople. They interact with you andeven pay you… they are your users...your customers. Start getting to knowthem as fast as possible. “There is no black magic to successfully attracting customers via the web.” Rand Fishkin- Who are your customers?- Where do they hang out?- How should you engage?
• 5. WHO ARE YOURCustomers?
• 6. WHERE DO THEYHang out?
• 7. HOW SHOULD YOUEngage?
• 8. What is User Experience?
• 9. Who are your customers? ONLINE MARKETERS WITH Websites
• 10. Where do they hang out? #measure ON TWITTER
• 11. How should you engage?
• 12. How should you engage? 10,000 TWEETS 88,000 FOLLOWERS $0 BUDGET
• 13. Publish awesomecontentContent is king. Great content getspeople excited, it educates them, ithelps them be successful and evenmakes them want more! “No matter what, the very first piece of social media real estate Id start with is a blog.” Chris Brogan- Start a blog- Create content- Be consistently awesome
• 14. Start a blog SELF-HOSTED
• 15. Start a blog DRIP EMAIL MARKETING
• 16. Create content
• 17. Create content that teaches
• 18. Be consistently awesome
• 19. What is User Experience?
• 20. Start a blog $7.35 COST PER SIGN UP
• 21. Create content 50 INFOGRAPHICS 300 POSTS 10,000 COMMENTS
• 22. WE’VE DESIGNED & MARKETEDOVER 50 INFOGRAPHICS
• 23. 15K Tweets 5K Likes 1 Radio ShowCASE STUDYHOW DO COLORS AFFECT PURCHASES?
• 24. 4000 Tweets 500 Likes 300 LinkedIn SharesCASE STUDYBOUNCE RATE DEMYSTIFIED
• 25. 3900 Tweets 707 Likes 366 LinkedIn SharesCASE STUDYWHAT MAKES SOMEONE LEAVE AWEBSITE?
• 26. Be consistently awesome
• 27. Measure and optimizeyour contentFocus on actionable metrics for yourcontent. It’s easy to drown in a sea ofvanity metrics. Hone in on the metricsthat matter based on your own specificbusiness goals. “Be metrics driven and test a lot." Mark Suster- Design for conversions- Qualitative measurement- Quantitative measurement- Optimize & improve results
• 28. Design for conversions
• 29. Design for conversions
• 30. Design for conversions
• 31. Design for conversions
• 32. Design for conversions
• 33. Design for conversions
• 34. Design User Experience?What isfor conversions VANITY METRICS
• 35. Design User Experience?What isfor conversions VANITY METRICS WILL Kill Your ROI
• 36. Qualitative measurement
• 46. Optimize and improve results
• 51. Data Informed
• 52. ROI! $7.35 COST PER SIGN UP
How do corporate executives see the IT organization? Too often, as a cost center or roadblock. The most successful enterprises take a different approach. They view IT as a strategic asset and the IT budget as an investment in innovation. See how here.
https://www.wrike.com/blog - We surveyed creative teams to discover their biggest challenges and bottlenecks, from conception to completion. And what we discovered was: creative teams have to organize requests, listen to feedback, and seek approvals, all while trying to incorporate their own creative vision, making it difficult to prioritize and meet deadlines. Check out the details in our Slideshare.
Adetem b2 b marketing mix with siriusdecisions 2015 the pulse european demand...Hervé Gonay
GÉNÉRATION DE LEADS EN B2B : QUEL MARKETING MIX METTRE EN OEUVRE ? Le club B2B de l'Adetem a organisé le 20 Janvier 2016 un atelier sur le meilleur Marketing mix pour la Génération de Leads en B2B. Pour lancer les débats, SiriusDecisions a présenté cette étude de 2015 sur l’efficacité des tactiques de création de la demande en Europe. Nous y apprendrons :
• en quoi l’usage des tactiques a changé
• quels sont les tactiques jugées les plus efficaces par les Marketers B2B européens.
Sirius Decision a enqueté aupres de 470 directeurs de la création de la demande sur le marché européen, en particulier le Royaume Uni, la France, l’Italie, l’Allemagne, l’Espagne et la Hollande. Nous avons demandé a chaque participant d’identifier le mix marketing qu’ils utilisent pour générer des “Inquiries” (un lead dans son état le plus basique), et les faire évoluer a travers les 3 étapes du parcours d’achat: Education, solution et sélection.
Les résultats nous ont montré un changement significatif des tactiques de Marketing Mix comme :
• les white papers,
• les essais en ligne,
• les demandes de devis
• les bannieres en ligne,
• les séminaires,
• le marketing aupres des associations,
• l’acquisition de listes de contact.
La réunion a été animée par :
Hervé GONAY, Directeur Général de GETPLUS et Co-Président du Club B2B de l'Adetem
Attitudes towards Programmatic Advertising - A deep dive into sell-side attit...IAB Europe
The following report provides further insight into the sell-side (publishers) attitudes and current adoption of programmatic advertising following the full report publication. The additional data in this report includes a breakdown of advertiser and agency respondents by regions as listed below:
Central and Eastern Europe: Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey
Northern Europe: Norway, Sweden, Denmark, Finland
Southern Europe: Spain, Italy, Portugal , Greece
Western Europe: UK, France, Germany, Belgium, Switzerland, Netherlands, Austria, Ireland
Across Health Multichannel Maturometer 2017Across Health
Across Health is pleased to present you with the state of the
multichannel landscape in life sciences in Europe, US and
emerging markets – now in its ninth year.
This year we took a wider view at where digital dollars are going – particularly at patient engagement and digital innovation. Results show that global and local have different views on their effectiveness and importance…
Also, while we see budgets and teams growing (after five years!), satisfaction remains (incredibly) low.
To learn more please watch the recorded version of our webinar: https://goo.gl/Q275oq
CMOs: Time for digital transformation or risk being left on the sidelinesruttens.com
CMOs: Time for digital transformation or risk being left on the sidelines. Digital Transformation checklist for marketeers.
Based on the Accenture Interactive 2014 CMO Insights Survey, CMOs are selling themselves short. The question isn't whether CMOs can effectively take advantage of digital channels – they are proving they can – but whether they can be more visible change agents for digital transformation across the organization.
As every business becomes a digital business, C-suite executives will need to collaborate to drive successful digital transformation. No CMO wants to be left on the sidelines.
The most comprehensive marketing report of 2015 is here. Salesforce surveyed over 5,000 marketers globally to understand top priorities for 2015 across all digital channels. Inside this second annual report, you get an unparalleled look at the modern marketer’s mindset, including:
3 most pressing business challenges
Top 5 areas for increased spending
Biggest changes from 2014
Hottest trends in social, mobile, and email marketing
Social Drink-Up! #6 - Best practices pour réussir sa transformation digitaleFastory
La question ne se pose plus : les entreprises doivent désormais intégrer le digital dans leur code génétique.
Si l’aspect technologique est bien entendu fondamental,
les premiers enjeux portent d’abord sur l’organisation
et la meilleure façon de briser les silos.
Cette « mutation » ouvre bien entendu de nombreuses questions.
Quelles sont les meilleures pratiques pour réussir cette transformation digitale ? Qui sont les décideurs de cette stratégie ? Quelles sont les initiatives que les managers doivent engager ? Quels sont les talents indispensables
pour réussir sa digitalisation ? Et bien entendu, quel rôle
va jouer le département marketing dans cette nouvelle architecture d’entreprise ?
Attitudes towards Programmatic Advertising - A deep dive into buy-side attitu...IAB Europe
The following report provides further insight into the buy-side (advertisers and agencies) attitudes and current adoption of programmatic advertising following the full report publication. The additional data in this report includes a breakdown of advertiser and agency respondents by regions as listed below:
Central and Eastern Europe: Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey
Northern Europe: Norway, Sweden, Denmark, Finland
Southern Europe: Spain, Italy, Portugal , Greece
Western Europe: UK, France, Germany, Belgium, Switzerland, Netherlands, Austria, Ireland
Informe de eMarketer sobre las tendencias en Marketing Technology para 2016. Da buenas pistas para entender por donde se mueve internet y que áreas son las relevantes para la industria de media.
This research set out to investigate the emphasis companies are putting on CEM and what steps, if any, they are taking to address this area. It also aimed to measure where customer expectations currently sit with respect to how they are treated by organisations.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
Which future trends will have the biggest impact on marketers by 2020? This report, sponsored by Marketo, explores. For more information please see: futureofmarketing.eiu.com
IAB Netherlands report: Report on Digital Marketing Innovation IAB Europe
With this survey, IAB Netherlands charts the digital innovation agenda of leading marketers in the Netherlands. In cooperation with Deloitte Digital we had interviews with 22 top marketers about the state of digital marketing in their organizations and we spoke about their expectations for the coming 3 years.
IAB Europe Virtual Programmatic Day DeckIAB Europe
The Virtual Programmatic Day is an online event that explored the growth drivers and barriers of programmatic in Europe and provided guidance on areas such as mobile, data and transparency.
This is the deck used at the first edition of this event held on November 9, 2017.
Similar to Adobe Digital Roadblock Report 2015 - Germany (20)
Global computing leader Acer decided to put the marketing power of social media to the test by creating an integrated marketing campaign. Hear from Jamie Mulligan, social media consultant at Adobe (formerly Efficient Frontier) about how the company integrated targeted paid media via social ad buys; owned media with Acer-issued press releases and Web site cross-linking, e-mail campaigns, and other activities; and earned media through word of mouth. Learn how Acer manages its Facebook ads, including placements, performance monitoring, and spend optimization.
The collision of data and advanced learning algorithms is no more apparent than in search marketing. And that requires effective and flexible models aligned with accurate data. Hear how the digital gurus at TUI First Choice think about campaign optimisation and how you can apply it to your business.
Businesses are now using paid media in social to complement earned media efforts to create visibility, drive scale and maintain momentum. This session is for social media strategists and digital marketers across all industries. Learn about Paddy Power’s approach to paid social, what goals they set and how social fits into their marketing mix. Also hear how they use Adobe’s Social Media Solution to help them evolve.
The collision of data and advanced learning algorithms is no more apparent than in search marketing. And that requires effective and flexible models aligned with accurate data. Check out how the digital gurus at TUI First Choice think about campaign optimisation and how you can apply it to your business.
These slides were first presented at the Adobe Digital Marketing Summit EMEA 2012 (15-16 May).
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 = +/- 4.6
Language: U.K. English
Margin of Error = +/- 4.6
Margin of Error (total sample) = +/- 2.6
4. 4ADOBE | DIGITAL ROADBLOCK REFRESH 2015
KEY FINDINGS
German marketers see the industry changing rapidly; they’re optimistic and
see it as an opportunity
• Though Marketers feel confident in their skills and abilities (67%)1, they are less excited about the changes than their European
counterparts (DE 34%, FR 52%, UK 46%) 2
• Adapting to new technologies (73%) 3, organizational change (59%) 3, and delivering more compelling content (80%) 4 are important to
staying relevant as the industry evolves
Though technological advancements are seen as necessary, German
Marketers prioritize privacy
• New technologies are seen as impacting how audiences are reached and how marketing effectiveness is analyzed (63%) 5. However,
Marketing is still seen as interruptive (34% [welcome],) 6 and marketers are not embracing hyper personalization – (52% [embrace]) 7
• Marketers agree it is critical for marketers to be skilled in mobile (69%) 3. Despite their popularity, the need to deliver across wearables
(45%) 8 is not as important
• German marketers are mixed about how they use data - while some primarily rely on data when making strategy (37%) 1, others
primarily rely on intuition (42%) 1. Still, big data and marketing measurement are seen as critical marketing functions 3 years from now
(46%) 9
Questions Referenced: 1 (Q1) 2 (Q20) 3 (Q27) 4 (Q22) 5 (T5) 6 (Q16) 7 (T12) 8 (Q28) 9 (Q9)
5. 5ADOBE | DIGITAL ROADBLOCK REFRESH 2015
KEY FINDINGS (continued)
As IoT enables marketing to permeate consumers’ lives, marketers are
looking to adapt to new technology to stay relevant for consumers
• Delivering a consistent customer experience on mobile and wearables 3 will be more important in the future for German marketers (92%
apps, 91% websites, 83% social media and 71% wearables)
• German marketers are ready to implement new technologies to stay ahead (UK 58%, FR 68%, DE 67%)8
As the marketing function increases in influence and new technology drives
changes, German marketers see a shift in priorities
• German marketers see marketing’s influence on strategy growing (FR 73%, DE 63%, UK 61%) 7
• The increase in influence of marketing in the past five years (71%) 1 is apparent; new technology implementation is key to success
(79%)4
• Digital Marketers are the most underrepresented role (33%) 5 – and this role continues to be the top area for hiring need year over year 6
Questions Referenced: 1 (Q17) 2 (Q28) 3(Q29) 4 (Q16) 5 (Q12) 6 (T14) 7 (T1) 8 (Q1)
6. 74% believe marketing is at the
beginning of a golden age
72% of EMEA believe marketing is at
the beginning of a golden age
7. 7ADOBE | DIGITAL ROADBLOCKREFRESH 2015
50%
11%
50%
89%
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…
AcceleratingSlowing
…and that change is happening
Gradually
86% of EMEA describe the pace
of change as accelerating while
49% of EMEA describe it as
dramatic
8. 8ADOBE | DIGITAL ROADBLOCKREFRESH 2015
Q19. Which of the followingbest describes how you feel about the changes happening within the marketing industry?
91% see the changes in marketing
as an opportunity
87% of EMEA see the changes
in marketing as an opportunity
9. 9ADOBE | DIGITAL ROADBLOCKREFRESH 2015
… with almost 7 in 10 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)
68%
64%
34% 32%
10%
Challenged Optimistic Excited Encouraged Struggling to keep
up
Top Descriptions Around Industry Changes
56% 55% 44% 32% 16%
EMEA
10. 10ADOBE | DIGITAL ROADBLOCKREFRESH 2015
58% 48% 38% 38% 30% 20%
63%
52%
46%
39%
24%
13%
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
New technologies are a driving force behind industry change
in Germany
QT5. What are some of the driving forces behind the change in the marketing industry? (Select all that apply)
Forces of Change
EMEA
11. 11ADOBE | DIGITAL ROADBLOCKREFRESH 2015
56%
57%
57%
57%
58%
60%
68%
I am more open to experimenting and taking risks
I am more comfortable adopting new technologies once they become mainstream
Data (metrics from digital ads, campaigns,website, etc.) are informative in evolving my
company’s marketing creative
The line between digital and traditional marketing is not as clear-cut anymore
Mobile is a critical element for marketers to get right
Capturing and applying data to inform and drive marketing activities is the new reality
Internet-connected devices enable marketing to permeate every aspect of consumer’s
life
…And impact 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 (% Top Two Box)
EMEA
69%
60%
57%
55%
59%
56%
57%
12. 12ADOBE | DIGITAL ROADBLOCKREFRESH 2015
The advancements in tech, mobile and social are underscore
the importance of change and adaption
Q27. Please indicate whether you disagree or agree with the following statements
55%
59%
60%
62%
69%
73%
73%
Marketers need to be more data-focused to succeed
Marketing success is dependent on organizational change
Marketers need reassurance in their ability to deliver results
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%
56%
53%
58%
13. 13ADOBE | DIGITAL ROADBLOCKREFRESH 2015
Tech advancements also drive the change in consumers’
expectations as the need for more compelling content grows
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)
60%
64%
64%
68%
72%
73%
80%
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
Consumers expect an immediate response to any post or query
The rise of mobile and wearable technology has taken marketing where it has
never been before
Consumers expect more compelling content
EMEA
77%
72%
78%
69%
69%
65%
62%
14. 14ADOBE | DIGITAL ROADBLOCKREFRESH 2015
As such, new technologies are key to success
Q16. Please indicate whether you disagree or agree with the followingstatements about the state of your industry.
34%
53%
55%
66%
66%
67%
70%
71%
79%
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 permeating every aspect of consumers’ lives
Digital tools and proliferation of channels are fundamentally changing the
nature of marketing
Marketing is entirely different today than when I started my marketing career
Marketing is increasingly responsible for revenue contribution
Marketers need to be prepared to implement new technology to succeed
Attitudes on Marketing/Marketers (% Top Two Box)
EMEA
78%
69%
70%
71%
72%
58%
55%
52%
39%
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
71%
Increased
5%
Decreased
24%
Unchanged73% of EMEA
note an increase in
marketing function
influence in the past
five years
16. 16ADOBE | DIGITAL ROADBLOCKREFRESH 2015
43%
24%
17%
7%
4%
3%
Sales Marketing New product
development
IT Human
resources
Finance
Strongly/Very Strongly
Moderately
Slightly/Not At All 7% 11%
36% 26%
57%
63%
Influence on corporate 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
20152014
Strongly/Very Strongly 68% 65%
EMEA
41% 25% 17% 7% 4% 4%
EMEA
17. 17ADOBE | DIGITAL ROADBLOCKREFRESH 2015
Q26. How do you feel about your own ability to keep up with the changes happening in marketing?
29% of marketers worry about
their ability to keep up
37% of EMEA worry
about their ability to
keep up
18. 18ADOBE | DIGITAL ROADBLOCKREFRESH 2015
German marketers are more worried about their company’s
ability to keep up than their own
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?
63%
Not
worried
37%
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?
71%
Not
worried
29%
Worried
43% of EMEA is
worried about
their company
37% of EMEA is
worried about
themselves
19. 19ADOBE | DIGITAL ROADBLOCKREFRESH 2015
Marketers struggle with a multitude of trends and
technologies with big data being most challenging
Q10. Which of the followingtrends and technologies is most challenging for you as a marketer? (Select up to 3)
Challenging Trends and Technologies
25%
19% 19% 18%
17% 17%
16% 15%
Big data and
Marketing
measurement
Social marketing Cross-channel
marketing
Creativity and
Innovation in
marketing programs
Real-time marketing Personalization and
Targeting
E-Commerce Media mix planning
24% 19% 16% 17% 18% 18% 16% 12%
EMEA
20. 20ADOBE | DIGITAL ROADBLOCKREFRESH 2015
14%
9%
10%
11%
12%
10%
11%
10%
10%
21%
22%
24%
26%
27%
29%
30%
32%
33%
Unsurprisingly then, 1 in 3 cite shortages in tech and data related
roles
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
35% 28%
19% 25%
26% 22%
27% 21%
29% 28%
26% 26%
19% 20%
13% 15%
20% 17%
Need for Hires
2014 2015
Overrepresented
Digital Marketer
Data Analyst
Mobile Marketer
SEO Marketer
Direct Marketer/Sales
Creative Services
eCommerce Manager
Content Marketer
Event Marketer
EMEA
31%
31%
33%
25%
25%
28%
27%
23%
22%
21. 21ADOBE | DIGITAL ROADBLOCKREFRESH 2015
A successful marketer is seen as tech savvy, but only a third 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?
Perceptions of Ideal Marketer vs. Self
58%
37%
4%
1% 0%
32%
61%
5%
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
EMEA
38% 56%57% 30% 4% 11% 1% 2% 1% 0%
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.
45% of German 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. 23ADOBE | DIGITAL ROADBLOCKREFRESH 2015
50% 15%89% 51% 88% 65% 81% 49% 66% 20% 55% 10% 53% 9%87% 41%
90%
86% 84% 81%
58% 56%
45% 45%
56%
48%
66%
52%
13%
9% 8%
12%
Mobile websites for a
smartphone or tablet
Mobile apps for a
smartphone or tablet
A laptop or a desktop
computer
Mobile social media
sites
Point of Sale (POS)
screens
Embedded screens Wearables Internet-connected
devices and
appliances
Importance Use
There is a disconnect between importance and delivery in cross-
platform consistency
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)
EMEA
24. 24ADOBE | DIGITAL ROADBLOCKREFRESH 2015
7 in 10 see delivery of consistent customer experience on
wearables to be important in 3 years
Q29. How important will it be to deliver a consistent customer experience for each of the following devicesor channels three years from now?
92% 91%
83% 82%
71% 69%
66% 65%
Mobile apps for a
smartphone or tablet
Mobile websites for a
smartphone or tablet
Mobile social media
sites
A laptop or a desktop
computer
Wearables POS screens Embedded screens Internet-connected
devices and appliances
Future Importance in Customer Experience Delivery Across Devices (% Top Two Box)
90% 89% 83% 85% 69% 71% 64% 64%
EMEA
25. 25ADOBE | DIGITAL ROADBLOCKREFRESH 2015
The need to adapt is immediate: IOT and native advertising are
projected to be more 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
45%
36%
39%
41%
49% 48% 49%
55%
51%
46%
44% 43%
41% 40% 38% 38% 37% 37%
Big data and
Marketing
Measurement
IoT marketing Native advertising Digital Asset
Management
Personalization and
Targeting
Mobile marketing Media Mix Planning E-Commerce Real-time
marketing
Next 12 months Next 3 years
46% 45% 52% 36%41% 39% 55% 36%44% 40% 48% 37%49% 38%40% 41% 52% 34%
EMEA
26. 26ADOBE | DIGITAL ROADBLOCKREFRESH 2015
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)
19%
22% 22% 22%
24%
25%
26%
27%
28%
Native advertising IoT marketing Mobile marketing Digital Asset
Management
Big data and
Marketing
Measurement
Personalization and
Targeting
Social Marketing Real-time marketing Media Mix Planning
23% 23% 25% 28% 26% 28% 29% 27% 28%
EMEA
27. 27ADOBE | DIGITAL ROADBLOCKREFRESH 2015
Lack of resources and company resistance 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
12%
14%
14%
16%
21%
24%
28%
45%
Not having a seat at the table when decisions are made
My company not experiencing market success
Organizational inability to adapt
Misalignment between company priorities and my professional
goals
Lack of training in new marketing skills
Dysfunction and friction over priorities across the company
Company resistance trying new programs that may fail
Lack of resources/budget
Lack of resources/budget was
also the top concern in 2014
EMEA
42%
22%
19%
28%
14%
15%
12%
9%
29. 29ADOBE | DIGITAL ROADBLOCKREFRESH 2015
32%
26%
26%
9%
68%
74%
74%
91%
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. 30ADOBE | DIGITAL ROADBLOCKREFRESH 2015
German marketers feel they have the skills needed and are
prepared to implement new technologies
Q1. How well does each of the followingstatements apply to you and your career as a marketer?
17%
21%
37%
42%
50%
67%
67%
67%
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. 31ADOBE | DIGITAL ROADBLOCKREFRESH 2015
49% 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?
10%
41%
34%
12%
3%
Never
Past year
Past month
Past week
Yesterday
Familiarity with New Marketing Terms
53% of EMEA claim to
have heard about a new
marketing channel or
term within the past
month
32. 32ADOBE | DIGITAL ROADBLOCKREFRESH 2015
German marketers see their company structures as 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?
71%
Well set up
29%
Not well set up
How well is your company’s organization structure set up to meet marketing changes?
66% of EMEA
believe company
structures are
well set up
33. 33ADOBE | DIGITAL ROADBLOCKREFRESH 2015
78% 77% 75%
64%
43% 43% 41%
36%
54% 56%
49% 49%
45%
52%
44%
57%
Mobile websites for a
smartphone or tablet
Mobile apps for a
smartphone or tablet
A laptop or a desktop
computer
Mobile social media
sites
Embedded screens Wearables POS screens Internet-connected
devices and appliances
Confidence Delivery
For new technologies, marketers’ confidence in preparedness
to deliver falls below actual delivery
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)
68% 54%73% 52% 66% 49%77% 53% 44% 53% 49% 50%43% 54% 39% 54%
EMEA
34. 34ADOBE | DIGITAL ROADBLOCKREFRESH 2015
46%
37% 36% 35%
32% 31% 30% 29%
27%
Brand building Customer response
management
Public relations Events Creativity and
innovation in
marketing programs
Digital advertising Content
management
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)
44% 37% 35% 35% 31% 31% 33% 31% 30%
EMEA
35. 35ADOBE | DIGITAL ROADBLOCKREFRESH 2015
80% of German 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?
66% of EMEA
believe they have all
the skills and
resources needed
for success as a
marketer
Do you feel you have the necessary skills and tools to perform your job successfully?
80%
Yes
20%
No
36. 36ADOBE | DIGITAL ROADBLOCKREFRESH 2015
Still, they realize the need for skill development – 46% 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.
1%
7%
26%
29%
30%
31%
37%
41%
46%
Other
Follow established process - "how things have always been done"
Learn from professional industry associations/communities
Learn from industry analysts/research reports
Learn from industry publications/websites
Learn from marketing colleagues in my company
Experimentation or trial and error
Learn from industry peers from other companies
Learn from attending training seminars
Skills Training
EMEA
44%
37%
36%
28%
29%
28%
26%
12%
3%
37. 37ADOBE | 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%
8%
10%
11%
12%
13%
Ability to develop campaigns faster
Willingness to take more risks
Ability to train on new skills
Hire the right talent to fill in gaps in experience or expertise
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
Ability to work better across channels - web, mobile, social, etc.
Change the way we communicate with our customers
Future Determinants of Marketing Effectiveness
EMEA
11%
14%
9%
9%
8%
7%
9%
7%
7%
5%
38. 38ADOBE | DIGITAL ROADBLOCKREFRESH 2015
More than 2 in 5 believe that partnerships with sales are
critical in making digital marketing work…
44%
31%
10%
7% 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)
37% 30% 16% 9% 6% 2%
EMEA
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?
9%
16% 16%
24% 27%
38%
43% 45%
53% 50%
53%
41% 39%
23% 23%
Sales IT New Product Development Finance Human Resources
Poor Average ExcellentEMEA
Dynamic between Marketing and Other Departments
54% 42% 44% 33% 30%% Excellent