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© Copyright 2014 Adobe Systems Incorporated. All rights reserved.
DIGITAL ROADBLOCK:
Marketers struggle to reinvent themselves.
March 2014
2ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves.
•  Online survey among a total of 1,004 U.S. marketers
•  Data collected February 19-27, 2014 by ResearchNow
•  Margin of error at the 95% confidence level for the total sample is +/- 3.1%
•  Data was also broken out by the following sub-groups:
•  Companies with (self-reported) below average or average business performance, i.e. had performed
similarly to key competitors or had recorded lower sales or revenue than key competitors (n=595) vs.
companies with superior business performance, i.e. had out-performed key competitors in terms of
sales or revenue (n=409)
•  Companies with high digital spend, or where digital spend was >25% of total marketing budget
(n=465), vs. companies with low digital spend, or where digital spend was <10% of total marketing
budget (n=153)
Methodology
3ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves.
Top 10 Findings
Marketers know they must reinvent themselves, but don’t know how.
1.  Sixty-four percent of marketers expect their role to change in the next year; 81% in the next 3 years.
2.  While two in five (40%) marketers surveyed stated that they wanted to reinvent themselves, only 14% of those marketers
actually know how to go about it.
3.  Lack of training in new marketing skills (30%) and organizational inability to adapt (30%) are cited as key obstacles to
becoming the marketers they aspire to be.
Future marketers need to take more risks.
4.  Fifty-four percent of marketers believe the ideal marketer should take more risks and 45% hope to take more risks
themselves.
5.  Sixty-five percent of marketers say they are more comfortable adopting new technologies once they become mainstream.
Companies need to hire more digital talent.
6.  Marketers cite digital/social marketers (47%), data analysts (38%), creatives (38%) and mobile marketers (36%) as the key
roles companies need to invest in over the next 12 months.
4ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves.
Marketers recognize the importance of data, but aren’t widely using it to
make informed decisions.
7.  The majority of marketers (76%) agree they need to be more data-focused to succeed.
8.  Forty-nine percent of marketers report “trusting my gut” to guide decisions on where to invest their marketing
budgets.
9.  Seventy-two percent of marketers agree that long-term success at their company is tied to proving marketing
return on investment.
Mobile and personalization are becoming bigger priorities.
10.  Sixty-one percent of marketers see social media as the most critical marketing vehicle to focus on a year from now,
followed closely by mobile at 51%. When asked to prioritize one capability that will be most important to their company’s
marketing moving forward, personalization ranked highest.
Top 10 Findings
5ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves.
Marketers expect their roles to
change quickly...and change won’t stop
Q4.On a 0 to 10 scale where 0 is NOT AT ALL DIFFERENT and 10 is EXTREMELY DIFFERENT how different do you think your role as a marketer will be 12 months from now as
well as 3 years from now? (0-5 is NO CHANGE; 6-10 is CHANGE) Data will not add up to 100% due to “Don’t Know” choices. n=1,004
WILL YOUR ROLE
CHANGE IN THE
NEXT 12 MONTHS?
WILL YOUR ROLE
CHANGE IN THE
NEXT 3 YEARS?
6ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves.
of marketers want to
reinvent their role as
a marketer.
Q24. Please indicate what statement best reflects how you feel about your role?  (“I want to reinvent or redefine my role as a marketer”) n=1004
Q25. Which of the following statements best describe how you feel? (“I know exactly how to reinvent myself as a marketer”) n=406
of those marketers know
how to do it.
44% High digital spend
33% Low digital spend
only
7ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves.
Companies with high digital spend are more likely to
believe that marketers need to reinvent themselves
84% 82% 85%
71%
67%
77%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Marketing is undergoing a revolution Marketers need to reinvent themselves to succeed Succeeding today involves a fundamental change in the
approach to marketing
High digital spend
Low digital spend
Q3. Please indicate whether you agree or disagree with the following statements:
Summary of Top 2 Box, n = 618
8ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves.
Changing role of marketers driven by increased
channels and platforms, new technologies
Q5. What are some of the driving forces behind the change in the role of marketers? n=850
WHAT ARE THE DRIVING FORCES BEHIND THIS CHANGE?
(RESPONDENTS WHO INDICATED CHANGE IN NEXT 12 MONTHS)
40%
44%
50%
61%
71%
71%
73%
0% 10% 20% 30% 40% 50% 60% 70% 80%
G
F
E
D
C
B
AExpanded number of channels and platforms to reach audiences
New ways of thinking about audience engagement
New technologies for analyzing marketing effectiveness
Challenge of 'breaking through the noise' to reach target audiences
The pace of change
New responsibilities for the marketing function
Increased recognition of marketing's contribution to business success
9ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. Q20. What are some of the barriers to becoming the marketer that you aspire to be? n=1,004
Beyond the age-old issue of budget and resource constraints,
marketers cite lack of training in new skills and organizations’
inability to adapt as key obstacles
WHAT PREVENTS YOU FROM BECOMING THE MARKETER YOU ASPIRE TO BE?
7%
12%
12%
14%
14%
16%
20%
26%
28%
30%
30%
32%
33%
53%
0% 10% 20% 30% 40% 50% 60%
My marketing specialty becoming less valuable/sought-after
My company not experiencing market success
Risk of failing/losing my job
My marketing skills falling behind
Manager expectations
Demands outside of work
Misalignment between company priorities and my professional goals
Company resistance to trying new programs that may fail
Not having a seat at the table when decisions are made
Organizational inability to adapt
Lack of training in new marketing skills
Dysfunction and friction over priorities across the company
Confusion over roles and responsibilities
Lack of resources/budget
10ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves.
Real vs. Ideal marketers
Q7. For each of the personality traits below, select the option that best describes you.
Q8. Think about the ideal, successful marketer 12 months from now. What personality traits would you expect them to exhibit? n=1,004
of marketers
characterize
themselves as
CAUTIOUS
(vs. Risk takers)
say the ideal
marketer should
take more
RISKS
Surprisingly
11ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves.
31%
49%
51%
52%
65%
65%
0% 10% 20% 30% 40% 50% 60% 70%
G
F
E
D
C
B
Q12. 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 agree or disagree with each statement. (TOP BOX) n=1,004
Half of marketers ‘trust their gut’ on marketing spend
HOW MUCH DO YOU AGREE WITH…? (AGREE NET)
The line between digital and traditional marketing is
not as clear-cut anymore
I am more comfortable adopting new technologies
once they become mainstream
I rely more on data and analytics to
guide my creative decisions
I am currently using social media to
build my own professional brand
I trust my gut to guide my decisions on where to
invest my marketing budget
I am making use of new technology even
before it's proven
12ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves.
47%
38% 38%
36%
33%
32%
29%
24% 23% 23% 22%
19% 18%
15%
48%
56% 57% 57%
60% 59%
62%
66%
68%
70%
65% 65%
69% 70%
5% 6% 6%
7% 7%
9% 9%
11%
9%
8%
13%
16%
14%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Digital/ Social
Marketer
Data Analyst Creative ServicesMobile Marketer Content
Producer
Copywriter/
Content
Marketer
Search/ SEO
Marketer
eCommerce
Manager
Product, Brand,
or Category
Management
Marketing
Manager
Direct Marketer/
Sales
Events Marketer PR Manager Advertising/
Paid Marketing/
Media Buying
Manager
Digital talent seen as most critical for new hires
Q14. Where does your company need to hire more or less marketing talent in the next 12 months? n=1,004
HIRE MORE ABOUT THE SAME HIRE LESS
(next 12 months)
WHERE DOES YOUR COMPANY NEED TO HIRE MARKETING TALENT?
13ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves.
66%
66%
67%
67%
69%
69%
74%
60% 62% 64% 66% 68% 70% 72% 74% 76%
G
F
E
D
C
B
A
Q12. 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 agree or disagree with each statement. (TOP BOX) n=1,004
Marketers understand the importance of using data
HOW MUCH DO YOU AGREE WITH…? (AGREE NET)
Capturing and applying data to inform and drive marketing
activities is the new reality
Marketers need to embrace 'hyper-personalization' (i.e.
using data to provide the right products, services and
content at the right time)
Mobile is a critical element for marketers to get right
Digital marketing is more about driving and
rewarding engagement
Data (metrics from digital ads, campaigns, website, etc.) is
informative in evolving my company's marketing creative
Traditional marketing is more about driving brand
awareness, brand differentiation & creating demand
I am more open to experimenting and taking risks
14ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves.
Q22. Please review the list of activities below and select how much more or less of each activity your
company is doing compared to last year. (TOP & BOTTOM BOX) n=1,004
Companies are doing significantly more
digital marketing than last year
MUCH MORE
4%
5%
6%
7%
8%
9%
11%
10%
14%
14%
14%
14%
20%
15%
20%
29%
35%
36%
40%
44%
46%
48%
50%
51%
51%
63%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Broadcast and/or radio advertising
Print advertising
Sponsored content-sometimes referred to as 'native advertising'
PR
Events
Hiring staff with digital expertise
Creating mobile apps/ campaigns
Digital ads such as display advertising
Reorganizing marketing department functions
Reevaluating roles within marketing
Digital data analytics
Direct customer engagement through email
Social marketing-creating communities on social media such as
MUCH/SOMEWHAT MORE
15ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves.
61%
51%
37%
31%
27%
23%
9%
15%
7%
61%
57%
43%
33% 33%
18%
12%
6% 6%
64%
39%
28%
36%
17%
31%
22%
12%
5%
0%
10%
20%
30%
40%
50%
60%
70%
Social Mobile Online Ads Direct (including e-mail) Search Events PR Print TV
Total High Digital Spend Low Digital Spend
Social and mobile perceived as most
critical areas a year from now
Q30. Please select the marketing tactics you believe will be most critical for marketers to be focusing on a year from now. n=1,004
WHICH MARKETING TACTICS DO YOU THINK WILL BE MOST CRITICAL IN ONE YEAR? (CHOOSE UP TO THREE)
16ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. Q27. If you had to choose, which one area do you think will be most important to your company’s marketing moving forward? n=1,004
What will be most important to your
company’s marketing moving forward?
31% High digital spend
36% Low digital spend
22% High digital spend
17% Low digital spend
21% High digital spend
22% Low digital spend
12% High digital spend
18% Low digital spend
14% High digital spend
7% Low digital spend
© Copyright 2014 Adobe Systems Incorporated. All rights reserved.
Appendix: Additional Findings
Q22. Please review the list of activities below and select how much more or less of each activity your company is doing compared to last year. (TOP & BOTTOM BOX) n=1,004
18ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves.
Marketers need to become skilled
in more than one area
Digital tools and channels
are fundamentally changing the
nature of marketing
Marketing is increasingly accountable
for revenue contribution
Succeeding today involves a fundamental
change in the approach to marketing
Marketing is undergoing a revolution
Marketers need to reinvent
themselves to succeed 78%
80%
82%
83%
90%
91%
70% 75% 80% 85% 90% 95%
F
E
D
C
B
A
Q3. Please indicate whether you agree or disagree with the following statements. (TOP BOX) n=1,004
Marketers agree they need to
reinvent themselves to succeed
HOW MUCH DO YOU AGREE WITH…? (AGREE NET)
19ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves.
45%
38%
34%
45%
50%
50%
54%
58%
59%
29%
38%
38%
39%
42%
45%
52%
56%
63%
0% 10% 20% 30% 40% 50% 60% 70%
Take more risks
Advise on business decisions
Redefine my role
Use consumer data and behavior to shape my marketing strategies
Test and evolve my marketing strategies
Experiment more
Become more digitally sophisticated
Learn new skills
Try new things
Q10. As you work to make marketing more effective, which of the following have you been doing more of in the last 12 months?
Q11. As you work to make marketing more effective, which of the following do you hope to do more of in the next 12 months? n=1,004
Marketers not widely using data to make informed decisions;
they want to take more risks
DOING more of in the past 12 months
HOPE to do more of in the next 12 months
20ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves.
63%
65%
65%
72%
76%
76%
76%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
M
L
K
J
I
H
G
Q3. Please indicate whether you agree or disagree with the following statements. (TOP BOX) n=1,004
Three quarters of marketers believe that
success lies in being more data-focused
HOW MUCH DO YOU AGREE WITH…? (AGREE NET)
Marketing is becoming more important in my company
Marketers need to be more data-focused to succeed
The old marketing model (i.e. emphasizing big media buys for TV
and print advertising and direct mail) is no longer sufficient
My long-term success at my company is tied to proving
marketing return on investment
Marketing success is dependent on organizational change
My company's CEO understands marketing
Marketers have more confidence in their ability to deliver results
21ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves.
5%
6%
7%
7%
9%
9%
9%
12%
16%
21%
0% 5% 10% 15% 20% 25%
Ability to train on new skills
Ability to develop campaigns faster
Re-organize the marketing department
Openness to engaging directly with customers
Better story-telling
Willingness to take more risks
Elevating the visibility and influence of marketing within the company
Hiring and retaining the right talent
Ability to measure and learn from campaign effectiveness
Ability to work better across channels - web, mobile, social, etc.
Q28. Which specific behavior do you think will make the biggest difference in determining marketing effectiveness for your company 12 months from now? n=1,004
Marketers identify the ability to work across
channels as most important success factor
WHICH SPECIFIC BEHAVIOR WILL MAKE THE BIGGEST DIFFERENCE? (SELECT ONE)
22ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves.
High digital spend companies are
significantly more likely to say that that data
informs their approach to marketing
38%
Say that marketing
is making
significant advances
80%
Say that marketers
need to be more
data-focused to
succeed
94%
Say that digital tools
and channels are
fundamentally
changing the nature
of marketing
HIGH
DIGITAL SPEND
(>25%)
LOW
DIGITAL SPEND
(<10%) 22% 61% 82% 48%
73%
Say that data (metrics
from digital ads,
campaigns, website, etc.)
is informative in evolving
their marketing creative
23ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves.
High-performing companies are more likely to
focus on personalizing customer experiences
and use data to inform marketing creative
73%
Say that their
company’s CEO
understands
marketing
81%
Say that marketing
is becoming more
important in their
company
63%
Say that they are
completely or very
focused on
personalizing
experiences for
customers
HIGH
PERFORMERS
LOW
PERFORMERS 59% 73% 53%
28%
Say that data (metrics
from digital ads,
campaigns, website,
etc.) is strongly
informative in evolving
their marketing creative
21%
24ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves.
The majority of marketers say “thinking
social first” is something they know or say
they should do…but don’t
Q31. In terms of ‘thinking social first’ (i.e. making sure that engaging with your audiences via social media is at the forefront of all your
marketing efforts), please indicate how you would rate your company from the options below. n=1,004
TOTAL
High Digital
Spend
Low Digital
Spend
High
Performing
Low
Performing
Part of our company mindset
22% 30% 15% 28% 18%
Something we say, but do not do very well 39% 39% 30% 37% 40%
Something we know we should do,
but don’t
21% 19% 25% 19% 23%
Not something we think about at all 18% 12% 30% 16% 19%
Net (Don’t think social first) 78% 70% 85% 72% 82%

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Full Study - Digital Roadblock: Marketers Struggle to Reinvent Themselves

  • 1. © Copyright 2014 Adobe Systems Incorporated. All rights reserved. DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. March 2014
  • 2. 2ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. •  Online survey among a total of 1,004 U.S. marketers •  Data collected February 19-27, 2014 by ResearchNow •  Margin of error at the 95% confidence level for the total sample is +/- 3.1% •  Data was also broken out by the following sub-groups: •  Companies with (self-reported) below average or average business performance, i.e. had performed similarly to key competitors or had recorded lower sales or revenue than key competitors (n=595) vs. companies with superior business performance, i.e. had out-performed key competitors in terms of sales or revenue (n=409) •  Companies with high digital spend, or where digital spend was >25% of total marketing budget (n=465), vs. companies with low digital spend, or where digital spend was <10% of total marketing budget (n=153) Methodology
  • 3. 3ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. Top 10 Findings Marketers know they must reinvent themselves, but don’t know how. 1.  Sixty-four percent of marketers expect their role to change in the next year; 81% in the next 3 years. 2.  While two in five (40%) marketers surveyed stated that they wanted to reinvent themselves, only 14% of those marketers actually know how to go about it. 3.  Lack of training in new marketing skills (30%) and organizational inability to adapt (30%) are cited as key obstacles to becoming the marketers they aspire to be. Future marketers need to take more risks. 4.  Fifty-four percent of marketers believe the ideal marketer should take more risks and 45% hope to take more risks themselves. 5.  Sixty-five percent of marketers say they are more comfortable adopting new technologies once they become mainstream. Companies need to hire more digital talent. 6.  Marketers cite digital/social marketers (47%), data analysts (38%), creatives (38%) and mobile marketers (36%) as the key roles companies need to invest in over the next 12 months.
  • 4. 4ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. Marketers recognize the importance of data, but aren’t widely using it to make informed decisions. 7.  The majority of marketers (76%) agree they need to be more data-focused to succeed. 8.  Forty-nine percent of marketers report “trusting my gut” to guide decisions on where to invest their marketing budgets. 9.  Seventy-two percent of marketers agree that long-term success at their company is tied to proving marketing return on investment. Mobile and personalization are becoming bigger priorities. 10.  Sixty-one percent of marketers see social media as the most critical marketing vehicle to focus on a year from now, followed closely by mobile at 51%. When asked to prioritize one capability that will be most important to their company’s marketing moving forward, personalization ranked highest. Top 10 Findings
  • 5. 5ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. Marketers expect their roles to change quickly...and change won’t stop Q4.On a 0 to 10 scale where 0 is NOT AT ALL DIFFERENT and 10 is EXTREMELY DIFFERENT how different do you think your role as a marketer will be 12 months from now as well as 3 years from now? (0-5 is NO CHANGE; 6-10 is CHANGE) Data will not add up to 100% due to “Don’t Know” choices. n=1,004 WILL YOUR ROLE CHANGE IN THE NEXT 12 MONTHS? WILL YOUR ROLE CHANGE IN THE NEXT 3 YEARS?
  • 6. 6ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. of marketers want to reinvent their role as a marketer. Q24. Please indicate what statement best reflects how you feel about your role?  (“I want to reinvent or redefine my role as a marketer”) n=1004 Q25. Which of the following statements best describe how you feel? (“I know exactly how to reinvent myself as a marketer”) n=406 of those marketers know how to do it. 44% High digital spend 33% Low digital spend only
  • 7. 7ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. Companies with high digital spend are more likely to believe that marketers need to reinvent themselves 84% 82% 85% 71% 67% 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Marketing is undergoing a revolution Marketers need to reinvent themselves to succeed Succeeding today involves a fundamental change in the approach to marketing High digital spend Low digital spend Q3. Please indicate whether you agree or disagree with the following statements: Summary of Top 2 Box, n = 618
  • 8. 8ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. Changing role of marketers driven by increased channels and platforms, new technologies Q5. What are some of the driving forces behind the change in the role of marketers? n=850 WHAT ARE THE DRIVING FORCES BEHIND THIS CHANGE? (RESPONDENTS WHO INDICATED CHANGE IN NEXT 12 MONTHS) 40% 44% 50% 61% 71% 71% 73% 0% 10% 20% 30% 40% 50% 60% 70% 80% G F E D C B AExpanded number of channels and platforms to reach audiences New ways of thinking about audience engagement New technologies for analyzing marketing effectiveness Challenge of 'breaking through the noise' to reach target audiences The pace of change New responsibilities for the marketing function Increased recognition of marketing's contribution to business success
  • 9. 9ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. Q20. What are some of the barriers to becoming the marketer that you aspire to be? n=1,004 Beyond the age-old issue of budget and resource constraints, marketers cite lack of training in new skills and organizations’ inability to adapt as key obstacles WHAT PREVENTS YOU FROM BECOMING THE MARKETER YOU ASPIRE TO BE? 7% 12% 12% 14% 14% 16% 20% 26% 28% 30% 30% 32% 33% 53% 0% 10% 20% 30% 40% 50% 60% My marketing specialty becoming less valuable/sought-after My company not experiencing market success Risk of failing/losing my job My marketing skills falling behind Manager expectations Demands outside of work Misalignment between company priorities and my professional goals Company resistance to trying new programs that may fail Not having a seat at the table when decisions are made Organizational inability to adapt Lack of training in new marketing skills Dysfunction and friction over priorities across the company Confusion over roles and responsibilities Lack of resources/budget
  • 10. 10ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. Real vs. Ideal marketers Q7. For each of the personality traits below, select the option that best describes you. Q8. Think about the ideal, successful marketer 12 months from now. What personality traits would you expect them to exhibit? n=1,004 of marketers characterize themselves as CAUTIOUS (vs. Risk takers) say the ideal marketer should take more RISKS Surprisingly
  • 11. 11ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. 31% 49% 51% 52% 65% 65% 0% 10% 20% 30% 40% 50% 60% 70% G F E D C B Q12. 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 agree or disagree with each statement. (TOP BOX) n=1,004 Half of marketers ‘trust their gut’ on marketing spend HOW MUCH DO YOU AGREE WITH…? (AGREE NET) The line between digital and traditional marketing is not as clear-cut anymore I am more comfortable adopting new technologies once they become mainstream I rely more on data and analytics to guide my creative decisions I am currently using social media to build my own professional brand I trust my gut to guide my decisions on where to invest my marketing budget I am making use of new technology even before it's proven
  • 12. 12ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. 47% 38% 38% 36% 33% 32% 29% 24% 23% 23% 22% 19% 18% 15% 48% 56% 57% 57% 60% 59% 62% 66% 68% 70% 65% 65% 69% 70% 5% 6% 6% 7% 7% 9% 9% 11% 9% 8% 13% 16% 14% 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% Digital/ Social Marketer Data Analyst Creative ServicesMobile Marketer Content Producer Copywriter/ Content Marketer Search/ SEO Marketer eCommerce Manager Product, Brand, or Category Management Marketing Manager Direct Marketer/ Sales Events Marketer PR Manager Advertising/ Paid Marketing/ Media Buying Manager Digital talent seen as most critical for new hires Q14. Where does your company need to hire more or less marketing talent in the next 12 months? n=1,004 HIRE MORE ABOUT THE SAME HIRE LESS (next 12 months) WHERE DOES YOUR COMPANY NEED TO HIRE MARKETING TALENT?
  • 13. 13ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. 66% 66% 67% 67% 69% 69% 74% 60% 62% 64% 66% 68% 70% 72% 74% 76% G F E D C B A Q12. 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 agree or disagree with each statement. (TOP BOX) n=1,004 Marketers understand the importance of using data HOW MUCH DO YOU AGREE WITH…? (AGREE NET) Capturing and applying data to inform and drive marketing activities is the new reality Marketers need to embrace 'hyper-personalization' (i.e. using data to provide the right products, services and content at the right time) Mobile is a critical element for marketers to get right Digital marketing is more about driving and rewarding engagement Data (metrics from digital ads, campaigns, website, etc.) is informative in evolving my company's marketing creative Traditional marketing is more about driving brand awareness, brand differentiation & creating demand I am more open to experimenting and taking risks
  • 14. 14ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. Q22. Please review the list of activities below and select how much more or less of each activity your company is doing compared to last year. (TOP & BOTTOM BOX) n=1,004 Companies are doing significantly more digital marketing than last year MUCH MORE 4% 5% 6% 7% 8% 9% 11% 10% 14% 14% 14% 14% 20% 15% 20% 29% 35% 36% 40% 44% 46% 48% 50% 51% 51% 63% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Broadcast and/or radio advertising Print advertising Sponsored content-sometimes referred to as 'native advertising' PR Events Hiring staff with digital expertise Creating mobile apps/ campaigns Digital ads such as display advertising Reorganizing marketing department functions Reevaluating roles within marketing Digital data analytics Direct customer engagement through email Social marketing-creating communities on social media such as MUCH/SOMEWHAT MORE
  • 15. 15ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. 61% 51% 37% 31% 27% 23% 9% 15% 7% 61% 57% 43% 33% 33% 18% 12% 6% 6% 64% 39% 28% 36% 17% 31% 22% 12% 5% 0% 10% 20% 30% 40% 50% 60% 70% Social Mobile Online Ads Direct (including e-mail) Search Events PR Print TV Total High Digital Spend Low Digital Spend Social and mobile perceived as most critical areas a year from now Q30. Please select the marketing tactics you believe will be most critical for marketers to be focusing on a year from now. n=1,004 WHICH MARKETING TACTICS DO YOU THINK WILL BE MOST CRITICAL IN ONE YEAR? (CHOOSE UP TO THREE)
  • 16. 16ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. Q27. If you had to choose, which one area do you think will be most important to your company’s marketing moving forward? n=1,004 What will be most important to your company’s marketing moving forward? 31% High digital spend 36% Low digital spend 22% High digital spend 17% Low digital spend 21% High digital spend 22% Low digital spend 12% High digital spend 18% Low digital spend 14% High digital spend 7% Low digital spend
  • 17. © Copyright 2014 Adobe Systems Incorporated. All rights reserved. Appendix: Additional Findings Q22. Please review the list of activities below and select how much more or less of each activity your company is doing compared to last year. (TOP & BOTTOM BOX) n=1,004
  • 18. 18ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. Marketers need to become skilled in more than one area Digital tools and channels are fundamentally changing the nature of marketing Marketing is increasingly accountable for revenue contribution Succeeding today involves a fundamental change in the approach to marketing Marketing is undergoing a revolution Marketers need to reinvent themselves to succeed 78% 80% 82% 83% 90% 91% 70% 75% 80% 85% 90% 95% F E D C B A Q3. Please indicate whether you agree or disagree with the following statements. (TOP BOX) n=1,004 Marketers agree they need to reinvent themselves to succeed HOW MUCH DO YOU AGREE WITH…? (AGREE NET)
  • 19. 19ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. 45% 38% 34% 45% 50% 50% 54% 58% 59% 29% 38% 38% 39% 42% 45% 52% 56% 63% 0% 10% 20% 30% 40% 50% 60% 70% Take more risks Advise on business decisions Redefine my role Use consumer data and behavior to shape my marketing strategies Test and evolve my marketing strategies Experiment more Become more digitally sophisticated Learn new skills Try new things Q10. As you work to make marketing more effective, which of the following have you been doing more of in the last 12 months? Q11. As you work to make marketing more effective, which of the following do you hope to do more of in the next 12 months? n=1,004 Marketers not widely using data to make informed decisions; they want to take more risks DOING more of in the past 12 months HOPE to do more of in the next 12 months
  • 20. 20ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. 63% 65% 65% 72% 76% 76% 76% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% M L K J I H G Q3. Please indicate whether you agree or disagree with the following statements. (TOP BOX) n=1,004 Three quarters of marketers believe that success lies in being more data-focused HOW MUCH DO YOU AGREE WITH…? (AGREE NET) Marketing is becoming more important in my company Marketers need to be more data-focused to succeed The old marketing model (i.e. emphasizing big media buys for TV and print advertising and direct mail) is no longer sufficient My long-term success at my company is tied to proving marketing return on investment Marketing success is dependent on organizational change My company's CEO understands marketing Marketers have more confidence in their ability to deliver results
  • 21. 21ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. 5% 6% 7% 7% 9% 9% 9% 12% 16% 21% 0% 5% 10% 15% 20% 25% Ability to train on new skills Ability to develop campaigns faster Re-organize the marketing department Openness to engaging directly with customers Better story-telling Willingness to take more risks Elevating the visibility and influence of marketing within the company Hiring and retaining the right talent Ability to measure and learn from campaign effectiveness Ability to work better across channels - web, mobile, social, etc. Q28. Which specific behavior do you think will make the biggest difference in determining marketing effectiveness for your company 12 months from now? n=1,004 Marketers identify the ability to work across channels as most important success factor WHICH SPECIFIC BEHAVIOR WILL MAKE THE BIGGEST DIFFERENCE? (SELECT ONE)
  • 22. 22ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. High digital spend companies are significantly more likely to say that that data informs their approach to marketing 38% Say that marketing is making significant advances 80% Say that marketers need to be more data-focused to succeed 94% Say that digital tools and channels are fundamentally changing the nature of marketing HIGH DIGITAL SPEND (>25%) LOW DIGITAL SPEND (<10%) 22% 61% 82% 48% 73% Say that data (metrics from digital ads, campaigns, website, etc.) is informative in evolving their marketing creative
  • 23. 23ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. High-performing companies are more likely to focus on personalizing customer experiences and use data to inform marketing creative 73% Say that their company’s CEO understands marketing 81% Say that marketing is becoming more important in their company 63% Say that they are completely or very focused on personalizing experiences for customers HIGH PERFORMERS LOW PERFORMERS 59% 73% 53% 28% Say that data (metrics from digital ads, campaigns, website, etc.) is strongly informative in evolving their marketing creative 21%
  • 24. 24ADOBE | DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. The majority of marketers say “thinking social first” is something they know or say they should do…but don’t Q31. In terms of ‘thinking social first’ (i.e. making sure that engaging with your audiences via social media is at the forefront of all your marketing efforts), please indicate how you would rate your company from the options below. n=1,004 TOTAL High Digital Spend Low Digital Spend High Performing Low Performing Part of our company mindset 22% 30% 15% 28% 18% Something we say, but do not do very well 39% 39% 30% 37% 40% Something we know we should do, but don’t 21% 19% 25% 19% 23% Not something we think about at all 18% 12% 30% 16% 19% Net (Don’t think social first) 78% 70% 85% 72% 82%