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© Copyright 2013 Adobe Systems Incorporated. All rights reserved. 1
DIGITAL DISTRESS:
What Keeps Marketers Up at Night?
ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 2
•  Online survey among a total of 1,000 US marketers.
•  Data collected between August 26 and September 11, 2013 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:
•  Marketing Staff (n=499) vs. Marketing Decision Makers (n=436)
•  Digital Marketers (n=263) vs. Marketing Generalists (n=754)
Methodology
ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 3
Staff
Decision
Makers
lower-level, execution
employees
higher-level employees
vs.
Digital
Marketers
Marketing
Generalists
primarily digital-
focused
mostly traditional,
some digital
vs.
&
All data self-reported by respondents.
For the purposes of this study,
we divided marketers into four categories:
4© Copyright 2013 Adobe Systems Incorporated. All rights reserved.
WHAT WE LEARNED
ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 5
The marketing profession has changed dramatically
•  Seventy-six percent of marketers think marketing has changed more in the past two years
than the past 50. (slide 10)
Marketers express doubt about their skills,
effectiveness and ability to measure impact
•  Marketers are not confident in their digital ability. Only 48% of digital marketers feel
highly proficient in digital marketing. (slide 14)
•  Marketers have low confidence in their companies’ marketing performance. Only 40%
think their company’s marketing is effective. (slide 9)
•  Sixty-eight percent of marketing professionals feel more pressured to show return on
investment on marketing spend. (slide 22)
•  Most digital marketers don’t have formal training; 82% learn on the job. (slide 27)
1
2
ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 6
Strong business performance is highly correlated with
digital marketing proficiency
•  High-performing companies are twice as likely to rate their company as highly proficient in
digital marketing (50%) than lower performing companies (25%). (slide 45)
•  Only 9% of respondents strongly agree with the statement “I know our digital marketing is
working.” (slide 23)
•  There is a significant gap (47%) between perceived importance and actual performance
when it comes to marketing measurement. Seventy-six percent of marketers believe
measurement is important vs. 29% who believe they are doing it well. (slide 34)
Marketers are most concerned about…
•  The issues of the greatest concern for marketers are: reaching their customers (82%),
understanding whether their campaigns are working (79%), followed closely by proving campaign
effectiveness (77%) and demonstrating marketing return on investment (75%). (slide 49)
•  Sixty-six percent of all marketers think companies won’t succeed unless they have a digital
marketing approach. (slide 51)
3
4
7© Copyright 2013 Adobe Systems Incorporated. All rights reserved.
1. THE CHANGING
MARKETING LANDSCAPE
8ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Q5. How much does your marketing department influence your organization's overall
business strategy? Base: TOTAL (n=1017)
Only 44% say their marketing
departments have a great deal of
influence over their organization’s
overall business strategy
Marketers do not think they
significantly influence
business strategy.
9ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Q4. On a 0 to 10 scale where 0 is NOT AT ALL EFFECTIVE and 10 is EXTREMELY
EFFECTIVE how effective is your company overall in terms of marketing? TOP 3 BOX
Base: TOTAL (n=1017)
Only 40% think their company’s
marketing is effective.
They have low confidence
in their companies’
marketing performance.
10ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Most marketers agree:
1 Marketing
has value and
that value can
be measured
AREEMENT:
ALL MARKETERS: 81%
MARKETING STAFF: 83%
DECISION MAKERS: 78%
DIGITAL MARKETERS: 81%
MARKETING GENERALISTS: 81%
2 Marketing
has changed
more in the
last 2 years
than in the
last 50
AREEMENT:
ALL MARKETERS: 76%
MARKETING STAFF: 77%
DECISION MAKERS: 76%
DIGITAL MARKETERS: 77%
MARKETING GENERALISTS: 76%
3 For most
companies,
digital
marketing
approaches
are in a
constant cycle
of trial and
error
AREEMENT:
ALL MARKETERS: 61%
MARKETING STAFF: 61%
DECISION MAKERS: 62%
DIGITAL MARKETERS: 60%
MARKETING GENERALISTS: 61%
Q10. Please indicate whether you agree or disagree with the following statements: TOP 2 BOX Base: TOTAL
(n=1017) MARKETING STAFF (n=499) MKTING DECISION MAKERS (n=436) DIGITAL MARKETERS (n=263)
MARKETING GENERALISTS (n=754)
11© Copyright 2013 Adobe Systems Incorporated. All rights reserved.
2. MARKETERS’ CONCERNS
12ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
2%
2%
4%
5%
6%
7%
8%
8%
10%
11%
11%
12%
13%
0% 2% 4% 6% 8% 10% 12% 14%
Public Relations
Events
Brand Building
Content Marketing
Customer Response Management
Marketing Measurement
Media Mix Planning
E-Commerce
Cross-channel marketing
Digital Advertising
Creativity and Innovation in marketing programs
Personalization and Targeting
Social Media Marketing
MARKETING
STAFF
n=499
MARKETING
DECISION
MAKERS
n=436
DIGITAL
MARKETERS
n=263
MARKETING
GENERALISTS
n=754
14% 12% 16% 12%
13% 12% 13% 12%
10% 12% 9% 12%
13% 9% 11% 11%
10% 9% 11% 9%
7% 9% 12% 7%
9% 7% 7% 9%
7% 7% 7% 7%
5% 6% 4% 7%
5% 6% 3% 6%
3% 6% 5% 4%
2% 3% 1% 2%
1% 3% 2% 2%
Q16. Which one area do you think will be the most important to
marketers in the next 3 years? (Select ONE only)
Base: TOTAL (n=1017)
ALL MARKETERS: WHAT DO YOU THINK WILL BE THE MOST
IMPORTANT TO MARKETERS IN THE NEXT 3 YEARS?
Marketers do not have a clear consensus on
what areas to focus on in the future
13ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
60% of marketers
expect their companies
will invest more in digital
marketing technology
this year.
That investment is not being
matched with marketer
confidence.
Q18. 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. Base: TOTAL (n=1017)
14ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Q15. How proficient do you feel each of the following are in terms of digital marketing expertise?
TOP 2 BOX Base: DIGITAL MARKETERS (n=263) MARKETING GENERALISTS (n=754)
Generalists are even less confident.
•  48% of digital marketers feel highly proficient (BOTTOM 2 BOX)
•  37% of marketing generalists feel highly proficient (BOTTOM 2 BOX)
Less than half of digital
marketers feel highly proficient
in digital marketing.
15ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Q15. How proficient do you feel each of the following are in terms of digital marketing expertise?
TOP 2 BOX Base: ALL MARKETERS (n=1,017)
Just one in three marketers
think their companies are highly
proficient in digital marketing.
16ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Q15. How proficient do you feel each of the following are in terms of digital marketing expertise?
TOP 2 BOX Base: ALL MARKETERS (n=1,017)
Only two out of five marketers
think their colleagues and
peers are highly proficient in
digital marketing.
17ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Of all marketers...
•  39% say that they are highly
proficient in digital marketing.
•  40% say that their marketing
colleagues/team are highly
proficient in digital marketing.
Q15. How proficient do you feel each of the following are in terms of digital marketing expertise?
TOP 2 BOX Base: DIGITAL MARKETERS (n=263) MARKETING GENERALISTS (n=754)
Marketers skeptical
of team proficiency MARKETING STAFF
n=499
MARKETING DECISION
MAKERS
n=436
40% 40%
DIGITAL MARKETERS
n=263
MARKETING GENERALISTS
n=754
48% 37%
MARKETING STAFF
n=499
MARKETING DECISION
MAKERS
n=436
43% 35%
DIGITAL MARKETERS
n=263
MARKETING GENERALISTS
n=754
45% 39%
SELF
MARKETING COLLEAGUES/TEAM
18ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
MARKETING STAFF
n=499
MARKETING DECISION
MAKERS
n=436
35% 31%
DIGITAL MARKETERS
n=263
MARKETING GENERALISTS
n=754
38% 33%
MARKETING STAFF
n=499
MARKETING DECISION
MAKERS
n=436
47% 41%
DIGITAL MARKETERS
n=263
MARKETING GENERALISTS
n=754
48% 44%
Of all marketers...
•  34% say that their company
is highly proficient in digital
marketing.
•  40% say that their industry
peers are highly proficient in
digital marketing.
Q15. How proficient do you feel each of the following are in terms of digital marketing expertise?
TOP 2 BOX Base: TOTAL (n=1017)
Confidence in
companies even lower
COMPANY
INDUSTRY PEERS
19ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
43%
53%
54%
55%
55%
57%
58%
58%
59%
62%
62%
63%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
E-Commerce
Personalization and Targeting
Marketing Measurement
Cross-channel marketing
Customer Response Management
Social Marketing
Media Mix Planning
Digital Advertising
Public Relations
Events
Content Marketing
Creativity and Innovation in marketing
Brand Building
MARKETING
STAFF
n=499
MARKETING
DECISION
MAKERS
n=436
DIGITAL
MARKETERS
n=263
MARKETING
GENERALISTS
n=754
70% 70% 66% 71%
61% 64% 61% 63%
61% 62% 64% 61%
59% 63% 53% 65%
57% 60% 54% 61%
59% 56% 62% 56%
58% 59% 58% 58%
58% 56% 56% 57%
54% 55% 50% 56%
56% 53% 57% 54%
56% 53% 56% 53%
53% 51% 52% 53%
42% 45% 48% 42%
Q14. How well equipped do you feel to execute the following?
TOP 2 BOX Base: TOTAL (n=1017)
Differences that are statistically significant are indicated in bold
Low confidence in e-commerce, targeting and measurement
ALL MARKETERS: HOW WELL EQUIPPED DO YOU FEEL TO
EXECUTE THE FOLLOWING? (WELL-EQUIPPED, TOP 2 BOX)
20ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Q18. 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. Base: TOTAL (n=1017)
58%
60%
45%
36% 35%
46%
5% 6%
9%
0%
10%
20%
30%
40%
50%
60%
70%
Investing in digital channels/programs Investing in digital marketing technology Hiring staff with digital expertise
More than last year Same as last year Less than last year
Digital capital investment expected to increase
21ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Ultimately, 61%
of all marketers
think that, for
most companies,
digital marketing
approaches are a
constant cycle of
trial and error.
Q10. Please indicate whether you agree or disagree with
the following statements: TOP & BOTTOM 2 BOX
Base: TOTAL (n=1017)
22ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Q17. Please rate each of the following statements based on whether you agree or disagree: TOP 2 BOX Base: TOTAL (1017)
19%
25%
34%
37%
44%
48%
50%
58%
59%
66%
68%
0% 10% 20% 30% 40% 50% 60% 70% 80%
My marketing colleagues don't really know what
they're doing.
People who work for me know more about digital
marketing than I do.
My boss doesn't want to invest enough in digital
marketing.
I feel overwhelmed by the pace of change in digital.
I know more about digital marketing than my
manager.
I know our digital marketing is working.
We are under pressure to move to digital faster.
I have the digital skills and tools necessary to do my
job effectively.
I know our marketing is working.
We won't succeed unless we have a successful
digital marketing approach.
There is more pressure to show return on
investment on marketing spend.
MARKETING STAFF
n=499
MARKETING
DECISION
MAKERS
n=436
DIGITAL
MARKETERS
n=263
MARKETING
GENERALISTS
n=754
72% 66% 69% 68%
68% 62% 72% 63%
58% 61% 59% 59%
59% 58% 62% 57%
54% 47% 54% 49%
47% 48% 53% 46%
41% 49% 46% 43%
34% 40% 41% 36%
32% 38% 35% 33%
20% 33% 26% 25%
20% 19% 23% 18%
Differences that are statistically significant are indicated in bold
ALL MARKETERS: DO YOU AGREE WITH THESE
STATEMENTS? (YES, TOP 2 BOX)
Marketers feeling pressure of ROI emphasis
23ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
14%
9%
22%
45%
39%
43%
27%
35%
24%
12%
14%
8%
2%
3%
2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
I know our marketing is working I know our digital marketing is working We won't succeed unless we have a
successful digital marketing approach
Strongly agree
Somewhat agree
Neither agree nor disagree
Somewhat disagree
Strongly disagree
While almost half of respondents claim to know their
digital marketing is working, only 9% strongly agree
Q17. Please rate each of the following statements based on
whether you agree or disagree: Base: TOTAL (1017)
Confidence in
digital is notably
lower…
But marketers
recognize its
importance.
24ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Marketers overwhelmingly place importance on ROI
Extremely
Important
39%
Somewhat
Important
44%
Neither
12%
Not That
Important
4%
Not At All
Important
1%
24
Q20. How important is it to your management for your marketing function/team to prove business
impact and/or return on its financial investment (ROI)? Base:TOTAL (n=1017)
42%
36% 36%
41%41%
46%
44% 43%
11%
13%
16%
11%
5% 4%
3%
5%
1% 1% 1% 1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Marketing Staff Marketing Decision
Makers
Digital Marketers Marketing Generalists
Extremely Important Somewhat Important Neither Not That Important Not At All Important
n=499 n=436 n=263 n=754ALL MARKETERS: HOW IMPORTANT IS IT TO PROVE
BUSINESS IMPACT AND/OR ROI?
25ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
And expect it to be more important in the next year
29%
30%
28%
30%
28%
50%
52%
48%
45%
52%
19%
16%
22% 22%
19%
2% 2% 2%
4%
1%
0% 0% 1% 0% 0%
0%
10%
20%
30%
40%
50%
60%
Marketing Staff Marketing Decision Makers Digital Marketers Marketing GeneralistsAll
Marketers
Much More
Important
Somewhat More
Important
Neither
Somewhat Less
Important
Much Less
Important
Q21. Looking ahead to the next 12 months, do you think it will be more or less important for your
marketing function/team to prove business impact and/or return on its financial investment (ROI)?
n=499 n=436 n=263 n=754
n=1,017
HOW IMPORTANT WILL IT TO BE TO PROVE IMPACT/ROI IN 12 MONTHS?
26ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Marketers, regardless of focus or stature, turn first to their
marketing colleagues for digital marketing advice.
MARKETING
STAFF
MARKETING
DECISION MAKERS
DIGITAL
MARKETERS
MARKETING
GENERALISTSMARKETERS
TURN TO TURN TO TURN TO TURN TO TURN TO
Marketing
colleagues
(same company)
32%
Marketing
colleagues
(same company)
39%
Marketing
colleagues
(same company)
23%
Marketing
colleagues
(same company)
34%
Q19. Who do you turn to first for digital marketing advice? TOP 2 BOX Base: TOTAL (n=1017)
MARKETING STAFF (n=499) MKTING DECISION MAKERS (n=436) DIGITAL MARKETERS (n=263) MARKETING GENERALISTS (n=754)
Marketing
colleagues
(same company)
32%
Agencies
18%
Agencies
18%
Agencies
20%
Industry publications/
Websites
18%
Agencies
19%
27ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
5%
4%
16%
18%
18%
20%
25%
36%
85%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
I don't have any specialized digital marketing
knowledge
In school: Part-time program (e.g., night school)
In school: Full-time program (i.e., learned digital
marketing in college or grad school)
In-person training courses/classes (outside of
school)
Online training courses/classes (outside of school)
Professional industry groups/communities
Trade conferences/seminars
Watching what other brands/companies do
On-the-job experience
MARKETING
STAFF
n=499
MARKETING
DECISION
MAKERS
n=436
DIGITAL
MARKETERS
n=263
MARKETING
GENERALISTS
n=754
88% 81% 82% 86%
37% 36% 34% 37%
22% 29% 26% 25%
17% 24% 19% 20%
17% 20% 18% 18%
17% 18% 17% 18%
20% 12% 16% 16%
4% 5% 5% 5%
3% 5% 6% 4%
Differences that are statistically significant are indicated in bold
Q8. How have you acquired your digital marketing
knowledge? Base: TOTAL (n=1017)
ALL MARKETERS: HOW HAVE YOU ACQUIRED YOUR
DIGITAL MARKETING KNOWLEDGE?
Most marketers don’t have formal digital training
Knowledge overwhelmingly gained on the job
28ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
1.
Reaching
Customers
2.
Keeping
Current
“The fast pace of changing technology,
and finding what works on different platforms.”
“Just keeping up.”
“Learning new technology
while on the job.”
“Getting ahead of curve - no longer
enough just to keep up.”
“Keeping up with changes
in digital/Social Media
Marketing and the
level of creativity
out there.”“Reaching the right
customer at the right
time with the right
message.”
“Reaching consumers in
an over-saturated
market.”
Q24b. In your opinion, what is the most important concern or issue for marketers today? (n=1017)
In your own words, what is
the most important concern
or issue for marketers today
29ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
How do you keep up with the pace of marketing and
stay in touch with latest trends and information?
0
20
40
60
80
100
120
140
160
180
200
Internet
(general)
Magazines/
trade
publications
Colleagues/
networking/
internal
meetings
Reading
(general)
Research
Q25. How do you keep up with the pace of marketing and stay in touch with latest trends and information? (n=1017)
(# mentions)
30© Copyright 2013 Adobe Systems Incorporated. All rights reserved.
3. KEY DRIVERS ANALYSIS
© Copyright 2013 Daniel J Edelman Inc. 31ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Importance
“How important should
this be to your
company?”
Performance
“How well is your
company performing
on this?
We asked respondents how they were performing across a number of key
areas. Then we asked them to rate the importance of each of those.
Where there’s a gap, there’s a shortcoming.
32ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
#1 most important topic is
brand building.
See next slide for methodology
#1 biggest gap is
marketing
measurement.
33ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Large gaps in measurement, but also creativity, CRM
32%
47%
40%
42%
42%
40%
38%
38%
33%
36%
33%
19%
26%26%
39%
31%
33%
35%
31%
33%
31%
33%
33%
36%
29%
47%
52%
58%
64%
68%
68%
69%
71%
71%
75%
75%
76%
76%
79%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
E-Commerce
Events
Social Marketing
Media Mix Planning
Public Relations
Digital Advertising
Cross-channel marketing
Personalization and Targeting
Customer Response Management
Creativity and Innovation in marketing programs
Content Management
Marketing Measurement
Brand Building
Importance
Performance
Importance vs. Performance: All Marketers
Q14. On a 1 to 10 scale where 1 is NOT AT ALL IMPORTANT and 10 is EXTREMELY IMPORTANT, how
important should each of the following be to your company? TOP 3 BOX Base: TOTAL (n=1017)
Q12. Please tell us how well you feel your company
is currently performing on each of the following.
TOP 3 BOX Base: TOTAL (n=1017)
(GAP)
34ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Introduction to Correlation Analysis
Stated Marketing
Importance
(what marketers said
is important)
Derived Marketing
Importance
(what actually correlates
with digital marketing performance)
Ultimately, we compared
and determined
whether marketers’ perceptions of importance
matched up with what actually drove their digital
marketing effectiveness.
35ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
ALL MARKETERS
Digital advertising– not brand building – is a key
driver of digital marketing effectiveness
1. Digital Advertising
2. Content Management
3. Cross-channel marketing
4. Media Mix Planning
4. Creativity & Innovation in marketing programs
4. Marketing Measurement
5. Social Media Marketing
5. E-Commerce
6. Personalization and Targeting
7. Customer Response Management
8. Public Relations
9. Brand Building
10. Events
1 Digital Advertising
2 Cross-channel marketing
3 Content Management
4 E-Commerce
5 Media Mix Planning
6 Marketing Measurement
7 Creativity & Innovation in marketing programs
7 Personalization and Targeting
8 Social Media Marketing
9 Customer Response Management
9 Public Relations
10 Events
11 Brand Building
1 Digital Advertising
2 Content Management
3 Social Media Marketing
4 Creativity & Innovation in marketing programs
5 Media Mix Planning
5 Marketing Measurement
6 Cross-channel marketing
6 Personalization and Targeting
7 E-Commerce
8 Customer Response Management
9 Brand Building
10 Public Relations
11 Events
DERIVED IMPORTANCE: HOW IMPORTANT IS EACH CATEGORY TO OVERALL DIGITAL MARKETING EFFECTIVENESS?
DIGITAL MARKETERS MARKETING GENERALISTS
10. How effective is your company overall in terms of digital marketing? 12. Please tell us
how well you feel your company is currently performing on each of the following. Base: TOTAL (n=804-934)
Vs.
36ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
0.29
0.44
0.45
0.49
0.54
0.55
0.55
0.56
0.56
0.56
0.57
0.58
0.68
0.00 0.10 0.20 0.30 0.40 0.50 0.60 0.70 0.80
Events
Brand Building
Public Relations
Customer Response Management
Personalization and Targeting
E-Commerce
Social Media Marketing
Marketing Measurement
Creativity and Innovation in marketing
Media Mix Planning
Cross-channel marketing
Content Management
Digital Advertising
MARKETING
STAFF
n=399-472
MARKETING
DECISION
MAKERS
n=359 - 419
DIGITAL
MARKETERS
n=208-246
MARKETING
GENERALISTS
n=596-714
0.72 0.65 0.64 0.69
0.60 0.58 0.52 0.61
0.57 0.58 0.58 0.57
0.56 0.54 0.50 0.58
0.54 0.57 0.48 0.59
0.59 0.55 0.49 0.58
0.56 0.57 0.41 0.60
0.52 0.57 0.51 0.56
0.54 0.54 0.48 0.57
0.51 0.47 0.39 0.54
0.46 0.41 0.39 0.48
0.46 0.38 0.27 0.5
0.25 0.33 0.29 0.30
Differences that are statistically significant are indicated in bold
N varies due to some respondents indicating DK or NA.
Each number indicates actual correlation –
the closer to 1, the more it is correlated with success.
ALL MARKETERS
10. How effective is your company overall in terms of digital marketing? 12. Please tell us
how well you feel your company is currently performing on each of the following. Base: TOTAL (n=804-934)
Values are correlations.
37ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Content management maintains strong
importance across both stated and derived
Brand Building
Content
Management
Creativity and
Innovation in
marketing
programs
Cross-channel
marketing
Customer
Response
Management
Digital
Advertising
E-Commerce
Events
Marketing
Measurement
Media Mix
Planning
Personalization
and Targeting
Public Relations
Social Media
Marketing
StatedImportance
(%top2boxscore)
Derived Importance
(Correlation to overall performance)
ALL MARKETERS
10. How effective is your company overall in terms of digital marketing? 12. Please tell us
how well you feel your company is currently performing on each of the following. Base: TOTAL (n=804-1017)
STATED IMPORTANCE
1. Brand Building
2. Marketing Measurement
3. Content Management
4. Creativity and Innovation in marketing programs
5. Customer Response Management
6. Personalization and Targeting
7. Cross-channel marketing
8. Digital Advertising
9. Public Relations
10. Media Mix Planning
11. Social Media Marketing
12. Events
13. E-Commerce
1. Digital Advertising
2. Content Management
3. Cross-channel marketing
4. Media Mix Planning
4. Creativity & Innovation in marketing programs
4. Marketing Measurement
5. Social Media Marketing
5. E-Commerce
6. Personalization and Targeting
7. Customer Response Management
8. Public Relations
9. Brand Building
10. Events
DERIVED IMPORTANCE
38ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Cross-channel marketing is a stronger driver of
success among digital marketers.
Brand Building
Content
Management
Creativity and
Innovation in
marketing
programs
Cross-channel
marketing
Customer
Response
Management
Digital
Advertising
E-Commerce
Events
Marketing
Measurement
Media Mix
Planning
Personalization
and Targeting
Public Relations
Social Media
Marketing
StatedImportance
(%top2boxscore)
Derived Importance
(Correlation to overall performance)
Digital Marketers
10. How effective is your company overall in terms of digital marketing? 12. Please tell us
how well you feel your company is currently performing on each of the following: Base: TOTAL (n=804-1017
. Base: n=399-499
STATED IMPORTANCE
1. Content Management
2. Creativity and Innovation in marketing programs
3. Brand Building
4. Marketing Measurement
5. Digital Advertising
6. Customer Response Management
7. Cross-channel marketing
8. Personalization and Targeting
9. Social Media Marketing
10. Public Relations
11. Media Mix Planning
12. E-Commerce
13. Events
1 Digital Advertising
2 Cross-channel marketing
3 Content Management
4 E-Commerce
5 Media Mix Planning
6 Marketing Measurement
7 Creativity & Innovation in marketing programs
7 Personalization and Targeting
8 Social Media Marketing
9 Customer Response Management
9 Public Relations
10 Events
11 Brand Building
DERIVED IMPORTANCE
39ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Marketing Generalists are more likely to rate everything as
important and have less differentiated derived importance.
Brand Building
Content
Management
Creativity and
Innovation in
marketing
programsCross-channel
marketing
Customer
Response
Management
Digital
Advertising
E-Commerce
Events
Marketing
Measurement
Media Mix
Planning
Personalization
and Targeting
Public Relations
Social Media
Marketing
StatedImportance
(%top2boxscore)
Derived Importance
(Correlation to overall performance)
10. How effective is your company overall in terms of digital marketing? 12. Please tell us
how well you feel your company is currently performing on each of the following: Base: TOTAL (n=804-1017
. Base: n=359-436
Marketing Generalists STATED IMPORTANCE
1. Brand Building
2. Marketing Measurement
3. Customer Response Management
4. Content Management
5. Creativity and Innovation in marketing programs
6. Personalization and Targeting
7. Cross-channel marketing
8. Public Relations
9. Media Mix Planning
10. Digital Advertising
11. Social Media Marketing
12. Events
13. E-Commerce
1 Digital Advertising
2 Content Management
3 Social Media Marketing
4 Creativity & Innovation in marketing programs
5 Media Mix Planning
5 Marketing Measurement
6 Cross-channel marketing
6 Personalization and Targeting
7 E-Commerce
8 Customer Response Management
9 Brand Building
10 Public Relations
11 Events
DERIVED IMPORTANCE
40© Copyright 2013 Adobe Systems Incorporated. All rights reserved.
4. THE ROADMAP TO SUCCESS
41ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
We also wanted to see what high performing
companies are doing and how they differ from
companies that performed at or below average.
Base: Superior business performance (n=371); Average OR below business performance (n=646)
a. Superior business performance (i.e. your
company has out-performed key competitors in
terms of sales or revenue)
b. Average business performance (i.e. your
company performed similarly to key competitors)
c. Below average business performance (i.e. your
company has recorded lower sales or revenue
than key competitors)
We call these “High Performers”
We call these “Lower Performers”
We asked respondents:
Q. “In the last twelve months, would you categorize your company as delivering...
(Please select one only)
42ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Q17. Please rate each of the following statements based on whether you agree or disagree: TOP 2 BOX
Base: Superior business performance (n=371); Average OR below business performance (n=646)
16%
28%
25%
31%
43%
64%
53%
69%
76%
68%
66%
21%
24%
39%
41%
44%
38%
49%
52%
50%
64%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
My marketing colleagues don't really know what they're doing.
People who work for me know more about digital marketing than I do.
My boss doesn't want to invest enough in digital marketing.
I feel overwhelmed by the pace of change in digital.
I know more about digital marketing than my manager.
I know our digital marketing is working.
We are under pressure to move to digital faster.
I have the digital skills and tools necessary to do my job effectively.
I know our marketing is working.
We won't succeed unless we have a successful digital marketing approach.
There is more pressure to show return on investment on marketing spend.
Lower Performers
High Performers
DO YOU AGREE WITH THESE STATEMENTS? (YES, TOP 2 BOX)
Marketers from high performing companies have a higher
opinion of their marketing effectiveness and feel more
prepared for digital marketing
43ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
High performing companies are investing more in digital
Q18. 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.
Base: Superior business performance (n=371); Average OR below business performance (n=646)
71%
53%
73%
52%
40%
53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Investing in digital channels/programs Hiring staff with digital expertise Investing in digital marketing
technology
High Performers
Lower Performers
SHOWN: MORE THAN LAST YEAR (TOP 2 BOX)
44ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
At high performing companies,
half of marketers think the
company’s digital marketing expertise is
proficient. That’s still not particularly high.
It’s still better than lower performing
companies… where it’s only
one in four.
Q15. How proficient do you feel each of the following are in terms of digital marketing expertise? TOP 2 BOX
BASE: Superior business performance (n=371); Average OR below business performance (n=646)
45ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
High-performers are twice as likely to rate their
company as proficient – and more likely to rate
themselves and their colleagues as such
Q15. How proficient do you feel each of the following are in terms of digital marketing expertise? TOP 2 BOX
Base: Superior business performance (n=371); Average OR below business performance (n=646)
48%
Say that they are
proficient in
digital marketing
56%
Say that their
marketing
colleagues/team
are proficient in
digital marketing
41%
Say that their
industry peers
are proficient in
digital marketing
Say that their
company is
proficient in
digital marketing
HIGH
PERFORMERS
LOWER
PERFORMERS 34% 31% 47% 25%
50%
46ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
High performing companies have more faith in
their company’s marketing – but still less than
half think their digital marketing is effective.
Q4. On a 0 to 10 scale where 0 is NOT AT ALL EFFECTIVE and 10 is EXTREMELY EFFECTIVE how effective is your
company overall in terms of marketing?
Q10. Please indicate whether you agree or disagree with the following statements TOP 2 BOX
Base: Superior business performance (n=371); Average OR below business performance (n=646)
62%
Say their
company is
effective in
overall
marketing
70%
Say “I know
which of my
marketing
channels are
most effective”
86%
Are satisfied
with current
marketing mix
68%
Say “I know
that our digital
marketing is
working”
28% 52% 60% 43%
Say their
company is
effective in
digital
marketing
22%
49%HIGH
PERFORMERS
LOWER
PERFORMERS
47© Copyright 2013 Adobe Systems Incorporated. All rights reserved.
5. WHAT’S ON MARKETERS’ MINDS?
48ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Unsurprisingly, the number one concern for marketers
is reaching customers. (It is, after all, their job.)
However, their next three concerns are interesting,
and they all deal with two broad topics:
Measurement & ROI.
See next slide for methodology
49ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
54%
59%
65%
70%
75%
77%
79%
82%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Shrinking budgets
Keeping up with digitally-savvy competitors
Keeping up with all the changes in marketing
Using digital tools effectively
Demonstrating marketing return on investment
Proving campaign effectiveness
Understanding whether campaigns are working
Reaching customers
MARKETING
STAFF
n=499
MARKETING
DECISION
MAKERS
n=436
DIGITAL
MARKETERS
n=263
MARKETING
GENERALISTS
n=754
82% 81% 76% 84%
80% 77% 73% 81%
82% 72% 75% 78%
78% 72% 71% 77%
73% 66% 70% 71%
66% 63% 61% 67%
61% 56% 63% 58%
55% 51% 52% 55%
Differences that are statistically significant are indicated in bold
ALL MARKETERS: ARE YOU CONCERNED ABOUT…
Q2. As a marketer, how concerned are you about the following issues? Top 2 Box (Extremely concerned/Very
concerned/Extremely concerned) Base: TOTAL (n=1017)
Marketers want to know if they’re on the right track
50ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
When given a list of
options, surprisingly few
chose “keeping current” as
the top concern – but
when asked the same
question free-form, it
was the second most-
specified issue.
Q3. Of those you just identified, which one do you find the most concerning? Base: TOTAL (n=1017)
MARKETING
STAFF
n=499
MARKETING
DECISION
MAKERS
n=436
DIGITAL
MARKETERS
n=263
MARKETING
GENERALISTS
n=754
1 1 1 1
2 4 2 2
3 3 2 3
5 2 4 2
4 5 3 4
6 6 5 5
7 7 7 6
7 8 6 7
ALL MARKETERS: WHAT ARE YOU MOST CONCERNED ABOUT?
1. Reaching customers
2. Understanding whether campaigns are working
3. Demonstrating marketing return on investment
4. Shrinking budgets
5. Proving campaign effectiveness
6. Using digital tools effectively
7. Keeping up with all the changes in marketing
8. Keeping up with digitally-savvy competitors
Digital marketers more concerned about ROI
51ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
66% of all marketers state
companies won’t succeed
unless they have a digital
marketing approach.
52© Copyright 2013 Adobe Systems Incorporated. All rights reserved.
APPENDIX
53© Copyright 2013 Adobe Systems Incorporated. All rights reserved.
DEMOGRAPHICS
54ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Demographics
S5a. Please indicate your title from the list below: Base: TOTAL (n=1017)
43%
49%
8%
Marketing Decision Makers
vs. Staff
Senior Manager/Marketing Decision Maker
Marketing Staff
Other
TOP TITLES
Senior Manager/Marketing Decision Maker
16% Director/Department Head
6% Partner/Principle
5% VP/Assistant VP
Marketing Staff
28% Manager/Senior Manager
21% Coordinator/Specialist/Associate
55ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
D9. Did you study marketing in school? Base: TOTAL (n=1017)
S3. Please indicate below which option more closely describes your marketing role in your current company: “Marketing that is predominantly digitally focused”/”
More traditional marketing but may employ some digital marketing tools (Generalist)” Base: TOTAL (n=1017)
D6. Which ONE of the following best describes your role in DECIDING WHICH digital marketing solutions (e.g., software products and services) you and/or your
department will use for work? Base: TOTAL (n=1017)
59%
Marketing Generalists
41%
Digital Marketers
60%
Studied marketing in school
40%
Did not study marketing in school
13%
38%
25%
16%
8%
I am the sole decision
maker when it comes to
choosing digital
marketing solutions for
my organization
I am one of several
decision makers
I am not a decision
maker, but I have
significant influence on
decisions on digital
marketing solutions
I can request solutions,
but I do not have
significant influence on
what is purchased
I have no influence in
the decision-making
process
Software/Products/Services Authority
51%
Decision
makers
Demographics
56ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
S2. What percent of your company's marketing efforts are spent on online and digital marketing activities? Base: TOTAL (n=1017)
S6. Which of the following ranges would most closely describe the number of full-time employees working across your organization,
including all locations? Base: TOTAL (n=1017)
Organization Marketing Efforts
38% Traditional (25% or less digital marketing)
51% Mix (Between 26-75% digital marketing)
11% Mostly (76% + digital marketing)
Small (Fewer than 100 employees)
Medium (100-999 employees)
Large (1,000-9,999 employees)
Enterprise (9,999 + employees)
41%
24%
20%
16%
Company Size
Demographics
57© Copyright 2013 Adobe Systems Incorporated. All rights reserved.
ADDITIONAL INFORMATION
58ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Who do you turn to?
32%
39%
23%
34%
32%
18% 18%
20%
16%
19%
13%
10%
17%
13% 13%12%
10%
15%
13% 12%
8%
7%
10%
7%
8%
16%
17%
15%
18%
16%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
ALL MARKETERS Marketing Staff Marketing Decision Makers Digital Marketers Marketing Generalists
Marketing colleagues in your company Agencies
Professional industry associations/communities Industry peers from other companies
Industry analysts/research reports Industry publications/websites
Q19. Who do you turn to first for digital marketing advice? TOP 2 BOX Base: TOTAL (n=1017)
MARKETING STAFF (n=499) MKTING DECISION MAKERS (n=436) DIGITAL MARKETERS (n=263) MARKETING GENERALISTS (n=754)
WHO DO YOU TURN TO FIRST FOR DIGITAL MARKETING ADVICE?
59ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
81%
76%
61%
59%
56%
54%
52%
50% 49%
43%
37%
28%
7% 7%
10%
15% 14%
18%
15%
24%
17%
33% 33% 33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Marketing has
value and that
value can be
measured
Marketing has
changed more in
the last 2 years
than in the last 50
For most
companies, digital
marketing
approaches are in
a constant cycle
of trial and error
I know which of
my marketing
channels are
most effective
I feel well armed
with the
information to be
an effective
marketer
My company's
digital marketing
approach is in a
constant cycle of
trial and error
I know that our
digital marketing
is working
Our company has
the right
technology to be
effective
Marketers are
more likely than
other professions
to feel unsure
about the
effectiveness of
their work
Consumers have
become harder to
reach
I feel outgunned
by other
companies'
marketing
I don't know if my
industry peers are
ahead of me in
terms of digital
marketing
ALL MARKETERS
Q10. Please indicate whether you agree or disagree with the following statements: TOP & BOTTOM 2 BOX Base: TOTAL (n=1017)
More than ½ think digital marketing is trial and error
60ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
•  69% are satisfied with current marketing mix
•  17% are not satisfied with current marketing mix
Marketers want to boost investments in:
Marketing mix satisfaction
1. TV 2. Print 3. Social
Q7a. How satisfied are you with your current marketing mix? TOP 2 BOX/BOTTOM 2 BOX Base: TOTAL (n=1017)
Q7b. You indicated you are not satisfied with your current makrting mix. Please select the areas where you wish you
could invest more. Base: TOTAL (n=1017)
61ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
How easy is it to prove ROI to management?
0%
5%
10%
15%
20%
25%
30%
35%
40%
All Marketers Marketing Staff Marketing Decision Makers Digital Marketers Marketing Generalists
Extremely Easy Somewhat Easy
Neither Easy
Nor Difficult
Somewhat
Difficult
Extremely
Difficult
Q21. Looking ahead to the next 12 months, do you think it will be more or less important for your
marketing function/team to prove business impact and/or return on its financial investment (ROI)?
n=1,017 n=499 n=436 n=263 n=754
62ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
33%
43%
44%
47%
47%
40%
41%
42%
40%
34%
34%
25%
28%25%
36%
32%
35%
31%
30%
31%
34%
30%
31%
34%
36%
48%
53%
60%
66%
69%
71%
72%
72%
74%
77%
77%
78%
79%
81%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
E-Commerce
Events
Social Marketing
Public Relations
Media Mix Planning
Personalization and Targeting
Digital Advertising
Cross-channel marketing
Marketing Measurement
Creativity and Innovation in marketing programs
Customer Response Management
Content Management
Brand Building
Importance vs. Performance: Marketing Staff (GAP)
Marketing measurement and creativity fall short among staff
Q14. On a 1 to 10 scale where 1 is NOT AT ALL IMPORTANT and 10 is EXTREMELY IMPORTANT, how
important should each of the following be to your company? TOP 3 BOX Base: TOTAL (n=499)
Q12. Please tell us how well you feel your company
is currently performing on each of the following.
TOP 3 BOX Base: TOTAL (n=499)
63ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
32%
48%
37%
37%
38%
38%
32%
34%
31%
35%
33%
14%
24%26%
40%
28%
27%
34%
31%
35%
29%
31%
34%
35%
26%
45%
49%
55%
61%
62%
64%
65%
67%
67%
69%
72%
72%
74%
77%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
E-Commerce
Events
Social Marketing
Digital Advertising
Media Mix Planning
Cross-channel marketing
Public Relations
Personalization and Targeting
Customer Response Management
Content Management
Creativity and Innovation in marketing programs
Marketing Measurement
Brand Building
Importance vs. Performance: Marketing Decision Makers (GAP)
Decision Makers see opportunity in
customer response management and targeting
Q14. On a 1 to 10 scale where 1 is NOT AT ALL IMPORTANT and 10 is EXTREMELY IMPORTANT, how
important should each of the following be to your company? TOP 3 BOX Base: TOTAL (n=436)
Q12. Please tell us how well you feel your company
is currently performing on each of the following.
TOP 3 BOX Base: TOTAL (n=436)
64ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
40%
40%
32%
43%
36%
43%
39%
43%
36%
32%
33%
25%
18%35%
32%
33%
34%
32%
28%
33%
28%
36%
31%
41%
35%
37%
54%
57%
65%
66%
68%
71%
72%
72%
72%
74%
74%
75%
76%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Events
E-Commerce
Media Mix Planning
Public Relations
Social Marketing
Personalization and Targeting
Cross-channel marketing
Customer Response Management
Digital Advertising
Marketing Measurement
Brand Building
Creativity and Innovation in marketing programs
Content Management
Importance vs. Performance: Digital Marketers (GAP)
Digital Marketers see opportunity in
customer response management and targeting
Q14. On a 1 to 10 scale where 1 is NOT AT ALL IMPORTANT and 10 is EXTREMELY IMPORTANT, how
important should each of the following be to your company? TOP 3 BOX Base: TOTAL (n=263)
Q12. Please tell us how well you feel your company
is currently performing on each of the following.
TOP 3 BOX Base: TOTAL (n=263)
65ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
32%
48%
41%
40%
43%
40%
37%
33%
37%
39%
32%
20%
27%23%
40%
31%
29%
33%
36%
33%
31%
33%
36%
35%
29%
50%
50%
60%
63%
67%
69%
69%
70%
71%
75%
76%
76%
77%
81%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
E-Commerce
Events
Social Marketing
Digital Advertising
Media Mix Planning
Public Relations
Cross-channel marketing
Personalization and Targeting
Creativity and Innovation in marketing programs
Content Management
Customer Response Management
Marketing Measurement
Brand Building
Q14. On a 1 to 10 scale where 1 is NOT AT ALL IMPORTANT and 10 is
EXTREMELY IMPORTANT, how important should each of the following be to
your company? TOP 3 BOX Base: TOTAL (n=754)
Q12. Please tell us how well you feel your
company is currently performing on each of the
following. TOP 3 BOX Base: TOTAL (n=754)
Importance vs. Performance: Marketing Generalists (GAP)
Generalists see opportunity in creativity and
customer response management
66ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Q16. Which one area do you think will be the most important to
marketers in the next 3 years? (Select ONE only) Base: TOTAL (n=1017)
2%
2%
4%
6%
7%
6%
7%
9%
8%
11%
12%
13%
14%
0% 2% 4% 6% 8% 10% 12% 14% 16%
Public Relations
Events
Brand Building
Content Marketing
Customer Response Management
Marketing Measurement
Media Mix Planning
E-Commerce
Cross-channel marketing
Digital Advertising
Creativity and Innovation in marketing
programs
Personalization and Targeting
Social Marketing
Social media on the rise
WHAT DO YOU THINK WILL BE THE MOST IMPORTANT TO MARKETERS IN THE NEXT 3 YEARS?
2%
2%
5%
5%
6%
8%
9%
8%
11%
11%
11%
12%
13%
0% 2% 4% 6% 8% 10% 12% 14%
Public Relations
Events
Brand Building
Content Marketing
Customer Response Management
Marketing Measurement
Media Mix Planning
E-Commerce
Cross-channel marketing
Digital Advertising
Creativity and Innovation in marketing
programs
Personalization and Targeting
Social Marketing
SUPERIOR PERFORMANCE AVG/BELOW AVG PERFORMANCE
67ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
Greater gap between importance and performance
among lower performing companies
22%
38%
27%
34%
33%
30%
26%
29%
27%
30%
29%
14%
20%36%
51%
43%
47%
49%
46%
50%
46%
48%
47%
52%
45%
62%
56%
65%
72%
77%
76%
75%
76%
76%
81%
81%
79%
83%
84%
0% 20% 40% 60% 80% 100%
E-Commerce
Events
Social Marketing
Media Mix Planning
Public Relations
Digital Advertising
Cross-channel marketing
Personalization and Targeting
Customer Response
Management
Creativity and Innovation in
marketing programs
Content Management
Marketing Measurement
Brand Building
SUPERIOR PERFORMANCE
Q14. On a 1 to 10 scale where 1 is NOT AT ALL IMPORTANT and 10 is EXTREMELY IMPORTANT, how important should each of the following
be to your company? TOP 3 BOX; Q12. Please tell us how well you feel your company is currently performing on each of the following. TOP 3
BOX Base: Superior business performance (n=371); Average OR below business performance (n=646)
(GAP)
38%
52%
47%
46%
46%
46%
44%
43%
36%
37%
36%
23%
30%19%
32%
24%
24%
28%
22%
24%
22%
25%
26%
27%
21%
39%
49%
55%
60%
63%
64%
65%
68%
68%
71%
72%
74%
73%
77%
0% 20% 40% 60% 80% 100%
E-Commerce
Events
Social Marketing
Media Mix Planning
Public Relations
Digital Advertising
Cross-channel marketing
Personalization and Targeting
Customer Response
Management
Creativity and Innovation in
marketing programs
Content Management
Marketing Measurement
Brand Building
(GAP) AVG/BELOW AVG PERFORMANCE

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Digital Distress: What Keeps Marketers Up at Night?

  • 1. © Copyright 2013 Adobe Systems Incorporated. All rights reserved. 1 DIGITAL DISTRESS: What Keeps Marketers Up at Night?
  • 2. ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 2 •  Online survey among a total of 1,000 US marketers. •  Data collected between August 26 and September 11, 2013 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: •  Marketing Staff (n=499) vs. Marketing Decision Makers (n=436) •  Digital Marketers (n=263) vs. Marketing Generalists (n=754) Methodology
  • 3. ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 3 Staff Decision Makers lower-level, execution employees higher-level employees vs. Digital Marketers Marketing Generalists primarily digital- focused mostly traditional, some digital vs. & All data self-reported by respondents. For the purposes of this study, we divided marketers into four categories:
  • 4. 4© Copyright 2013 Adobe Systems Incorporated. All rights reserved. WHAT WE LEARNED
  • 5. ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 5 The marketing profession has changed dramatically •  Seventy-six percent of marketers think marketing has changed more in the past two years than the past 50. (slide 10) Marketers express doubt about their skills, effectiveness and ability to measure impact •  Marketers are not confident in their digital ability. Only 48% of digital marketers feel highly proficient in digital marketing. (slide 14) •  Marketers have low confidence in their companies’ marketing performance. Only 40% think their company’s marketing is effective. (slide 9) •  Sixty-eight percent of marketing professionals feel more pressured to show return on investment on marketing spend. (slide 22) •  Most digital marketers don’t have formal training; 82% learn on the job. (slide 27) 1 2
  • 6. ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 6 Strong business performance is highly correlated with digital marketing proficiency •  High-performing companies are twice as likely to rate their company as highly proficient in digital marketing (50%) than lower performing companies (25%). (slide 45) •  Only 9% of respondents strongly agree with the statement “I know our digital marketing is working.” (slide 23) •  There is a significant gap (47%) between perceived importance and actual performance when it comes to marketing measurement. Seventy-six percent of marketers believe measurement is important vs. 29% who believe they are doing it well. (slide 34) Marketers are most concerned about… •  The issues of the greatest concern for marketers are: reaching their customers (82%), understanding whether their campaigns are working (79%), followed closely by proving campaign effectiveness (77%) and demonstrating marketing return on investment (75%). (slide 49) •  Sixty-six percent of all marketers think companies won’t succeed unless they have a digital marketing approach. (slide 51) 3 4
  • 7. 7© Copyright 2013 Adobe Systems Incorporated. All rights reserved. 1. THE CHANGING MARKETING LANDSCAPE
  • 8. 8ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Q5. How much does your marketing department influence your organization's overall business strategy? Base: TOTAL (n=1017) Only 44% say their marketing departments have a great deal of influence over their organization’s overall business strategy Marketers do not think they significantly influence business strategy.
  • 9. 9ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Q4. On a 0 to 10 scale where 0 is NOT AT ALL EFFECTIVE and 10 is EXTREMELY EFFECTIVE how effective is your company overall in terms of marketing? TOP 3 BOX Base: TOTAL (n=1017) Only 40% think their company’s marketing is effective. They have low confidence in their companies’ marketing performance.
  • 10. 10ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Most marketers agree: 1 Marketing has value and that value can be measured AREEMENT: ALL MARKETERS: 81% MARKETING STAFF: 83% DECISION MAKERS: 78% DIGITAL MARKETERS: 81% MARKETING GENERALISTS: 81% 2 Marketing has changed more in the last 2 years than in the last 50 AREEMENT: ALL MARKETERS: 76% MARKETING STAFF: 77% DECISION MAKERS: 76% DIGITAL MARKETERS: 77% MARKETING GENERALISTS: 76% 3 For most companies, digital marketing approaches are in a constant cycle of trial and error AREEMENT: ALL MARKETERS: 61% MARKETING STAFF: 61% DECISION MAKERS: 62% DIGITAL MARKETERS: 60% MARKETING GENERALISTS: 61% Q10. Please indicate whether you agree or disagree with the following statements: TOP 2 BOX Base: TOTAL (n=1017) MARKETING STAFF (n=499) MKTING DECISION MAKERS (n=436) DIGITAL MARKETERS (n=263) MARKETING GENERALISTS (n=754)
  • 11. 11© Copyright 2013 Adobe Systems Incorporated. All rights reserved. 2. MARKETERS’ CONCERNS
  • 12. 12ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 2% 2% 4% 5% 6% 7% 8% 8% 10% 11% 11% 12% 13% 0% 2% 4% 6% 8% 10% 12% 14% Public Relations Events Brand Building Content Marketing Customer Response Management Marketing Measurement Media Mix Planning E-Commerce Cross-channel marketing Digital Advertising Creativity and Innovation in marketing programs Personalization and Targeting Social Media Marketing MARKETING STAFF n=499 MARKETING DECISION MAKERS n=436 DIGITAL MARKETERS n=263 MARKETING GENERALISTS n=754 14% 12% 16% 12% 13% 12% 13% 12% 10% 12% 9% 12% 13% 9% 11% 11% 10% 9% 11% 9% 7% 9% 12% 7% 9% 7% 7% 9% 7% 7% 7% 7% 5% 6% 4% 7% 5% 6% 3% 6% 3% 6% 5% 4% 2% 3% 1% 2% 1% 3% 2% 2% Q16. Which one area do you think will be the most important to marketers in the next 3 years? (Select ONE only) Base: TOTAL (n=1017) ALL MARKETERS: WHAT DO YOU THINK WILL BE THE MOST IMPORTANT TO MARKETERS IN THE NEXT 3 YEARS? Marketers do not have a clear consensus on what areas to focus on in the future
  • 13. 13ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 60% of marketers expect their companies will invest more in digital marketing technology this year. That investment is not being matched with marketer confidence. Q18. 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. Base: TOTAL (n=1017)
  • 14. 14ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Q15. How proficient do you feel each of the following are in terms of digital marketing expertise? TOP 2 BOX Base: DIGITAL MARKETERS (n=263) MARKETING GENERALISTS (n=754) Generalists are even less confident. •  48% of digital marketers feel highly proficient (BOTTOM 2 BOX) •  37% of marketing generalists feel highly proficient (BOTTOM 2 BOX) Less than half of digital marketers feel highly proficient in digital marketing.
  • 15. 15ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Q15. How proficient do you feel each of the following are in terms of digital marketing expertise? TOP 2 BOX Base: ALL MARKETERS (n=1,017) Just one in three marketers think their companies are highly proficient in digital marketing.
  • 16. 16ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Q15. How proficient do you feel each of the following are in terms of digital marketing expertise? TOP 2 BOX Base: ALL MARKETERS (n=1,017) Only two out of five marketers think their colleagues and peers are highly proficient in digital marketing.
  • 17. 17ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Of all marketers... •  39% say that they are highly proficient in digital marketing. •  40% say that their marketing colleagues/team are highly proficient in digital marketing. Q15. How proficient do you feel each of the following are in terms of digital marketing expertise? TOP 2 BOX Base: DIGITAL MARKETERS (n=263) MARKETING GENERALISTS (n=754) Marketers skeptical of team proficiency MARKETING STAFF n=499 MARKETING DECISION MAKERS n=436 40% 40% DIGITAL MARKETERS n=263 MARKETING GENERALISTS n=754 48% 37% MARKETING STAFF n=499 MARKETING DECISION MAKERS n=436 43% 35% DIGITAL MARKETERS n=263 MARKETING GENERALISTS n=754 45% 39% SELF MARKETING COLLEAGUES/TEAM
  • 18. 18ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? MARKETING STAFF n=499 MARKETING DECISION MAKERS n=436 35% 31% DIGITAL MARKETERS n=263 MARKETING GENERALISTS n=754 38% 33% MARKETING STAFF n=499 MARKETING DECISION MAKERS n=436 47% 41% DIGITAL MARKETERS n=263 MARKETING GENERALISTS n=754 48% 44% Of all marketers... •  34% say that their company is highly proficient in digital marketing. •  40% say that their industry peers are highly proficient in digital marketing. Q15. How proficient do you feel each of the following are in terms of digital marketing expertise? TOP 2 BOX Base: TOTAL (n=1017) Confidence in companies even lower COMPANY INDUSTRY PEERS
  • 19. 19ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 43% 53% 54% 55% 55% 57% 58% 58% 59% 62% 62% 63% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80% E-Commerce Personalization and Targeting Marketing Measurement Cross-channel marketing Customer Response Management Social Marketing Media Mix Planning Digital Advertising Public Relations Events Content Marketing Creativity and Innovation in marketing Brand Building MARKETING STAFF n=499 MARKETING DECISION MAKERS n=436 DIGITAL MARKETERS n=263 MARKETING GENERALISTS n=754 70% 70% 66% 71% 61% 64% 61% 63% 61% 62% 64% 61% 59% 63% 53% 65% 57% 60% 54% 61% 59% 56% 62% 56% 58% 59% 58% 58% 58% 56% 56% 57% 54% 55% 50% 56% 56% 53% 57% 54% 56% 53% 56% 53% 53% 51% 52% 53% 42% 45% 48% 42% Q14. How well equipped do you feel to execute the following? TOP 2 BOX Base: TOTAL (n=1017) Differences that are statistically significant are indicated in bold Low confidence in e-commerce, targeting and measurement ALL MARKETERS: HOW WELL EQUIPPED DO YOU FEEL TO EXECUTE THE FOLLOWING? (WELL-EQUIPPED, TOP 2 BOX)
  • 20. 20ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Q18. 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. Base: TOTAL (n=1017) 58% 60% 45% 36% 35% 46% 5% 6% 9% 0% 10% 20% 30% 40% 50% 60% 70% Investing in digital channels/programs Investing in digital marketing technology Hiring staff with digital expertise More than last year Same as last year Less than last year Digital capital investment expected to increase
  • 21. 21ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Ultimately, 61% of all marketers think that, for most companies, digital marketing approaches are a constant cycle of trial and error. Q10. Please indicate whether you agree or disagree with the following statements: TOP & BOTTOM 2 BOX Base: TOTAL (n=1017)
  • 22. 22ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Q17. Please rate each of the following statements based on whether you agree or disagree: TOP 2 BOX Base: TOTAL (1017) 19% 25% 34% 37% 44% 48% 50% 58% 59% 66% 68% 0% 10% 20% 30% 40% 50% 60% 70% 80% My marketing colleagues don't really know what they're doing. People who work for me know more about digital marketing than I do. My boss doesn't want to invest enough in digital marketing. I feel overwhelmed by the pace of change in digital. I know more about digital marketing than my manager. I know our digital marketing is working. We are under pressure to move to digital faster. I have the digital skills and tools necessary to do my job effectively. I know our marketing is working. We won't succeed unless we have a successful digital marketing approach. There is more pressure to show return on investment on marketing spend. MARKETING STAFF n=499 MARKETING DECISION MAKERS n=436 DIGITAL MARKETERS n=263 MARKETING GENERALISTS n=754 72% 66% 69% 68% 68% 62% 72% 63% 58% 61% 59% 59% 59% 58% 62% 57% 54% 47% 54% 49% 47% 48% 53% 46% 41% 49% 46% 43% 34% 40% 41% 36% 32% 38% 35% 33% 20% 33% 26% 25% 20% 19% 23% 18% Differences that are statistically significant are indicated in bold ALL MARKETERS: DO YOU AGREE WITH THESE STATEMENTS? (YES, TOP 2 BOX) Marketers feeling pressure of ROI emphasis
  • 23. 23ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 14% 9% 22% 45% 39% 43% 27% 35% 24% 12% 14% 8% 2% 3% 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% I know our marketing is working I know our digital marketing is working We won't succeed unless we have a successful digital marketing approach Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree While almost half of respondents claim to know their digital marketing is working, only 9% strongly agree Q17. Please rate each of the following statements based on whether you agree or disagree: Base: TOTAL (1017) Confidence in digital is notably lower… But marketers recognize its importance.
  • 24. 24ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Marketers overwhelmingly place importance on ROI Extremely Important 39% Somewhat Important 44% Neither 12% Not That Important 4% Not At All Important 1% 24 Q20. How important is it to your management for your marketing function/team to prove business impact and/or return on its financial investment (ROI)? Base:TOTAL (n=1017) 42% 36% 36% 41%41% 46% 44% 43% 11% 13% 16% 11% 5% 4% 3% 5% 1% 1% 1% 1% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Marketing Staff Marketing Decision Makers Digital Marketers Marketing Generalists Extremely Important Somewhat Important Neither Not That Important Not At All Important n=499 n=436 n=263 n=754ALL MARKETERS: HOW IMPORTANT IS IT TO PROVE BUSINESS IMPACT AND/OR ROI?
  • 25. 25ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? And expect it to be more important in the next year 29% 30% 28% 30% 28% 50% 52% 48% 45% 52% 19% 16% 22% 22% 19% 2% 2% 2% 4% 1% 0% 0% 1% 0% 0% 0% 10% 20% 30% 40% 50% 60% Marketing Staff Marketing Decision Makers Digital Marketers Marketing GeneralistsAll Marketers Much More Important Somewhat More Important Neither Somewhat Less Important Much Less Important Q21. Looking ahead to the next 12 months, do you think it will be more or less important for your marketing function/team to prove business impact and/or return on its financial investment (ROI)? n=499 n=436 n=263 n=754 n=1,017 HOW IMPORTANT WILL IT TO BE TO PROVE IMPACT/ROI IN 12 MONTHS?
  • 26. 26ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Marketers, regardless of focus or stature, turn first to their marketing colleagues for digital marketing advice. MARKETING STAFF MARKETING DECISION MAKERS DIGITAL MARKETERS MARKETING GENERALISTSMARKETERS TURN TO TURN TO TURN TO TURN TO TURN TO Marketing colleagues (same company) 32% Marketing colleagues (same company) 39% Marketing colleagues (same company) 23% Marketing colleagues (same company) 34% Q19. Who do you turn to first for digital marketing advice? TOP 2 BOX Base: TOTAL (n=1017) MARKETING STAFF (n=499) MKTING DECISION MAKERS (n=436) DIGITAL MARKETERS (n=263) MARKETING GENERALISTS (n=754) Marketing colleagues (same company) 32% Agencies 18% Agencies 18% Agencies 20% Industry publications/ Websites 18% Agencies 19%
  • 27. 27ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 5% 4% 16% 18% 18% 20% 25% 36% 85% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% I don't have any specialized digital marketing knowledge In school: Part-time program (e.g., night school) In school: Full-time program (i.e., learned digital marketing in college or grad school) In-person training courses/classes (outside of school) Online training courses/classes (outside of school) Professional industry groups/communities Trade conferences/seminars Watching what other brands/companies do On-the-job experience MARKETING STAFF n=499 MARKETING DECISION MAKERS n=436 DIGITAL MARKETERS n=263 MARKETING GENERALISTS n=754 88% 81% 82% 86% 37% 36% 34% 37% 22% 29% 26% 25% 17% 24% 19% 20% 17% 20% 18% 18% 17% 18% 17% 18% 20% 12% 16% 16% 4% 5% 5% 5% 3% 5% 6% 4% Differences that are statistically significant are indicated in bold Q8. How have you acquired your digital marketing knowledge? Base: TOTAL (n=1017) ALL MARKETERS: HOW HAVE YOU ACQUIRED YOUR DIGITAL MARKETING KNOWLEDGE? Most marketers don’t have formal digital training Knowledge overwhelmingly gained on the job
  • 28. 28ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 1. Reaching Customers 2. Keeping Current “The fast pace of changing technology, and finding what works on different platforms.” “Just keeping up.” “Learning new technology while on the job.” “Getting ahead of curve - no longer enough just to keep up.” “Keeping up with changes in digital/Social Media Marketing and the level of creativity out there.”“Reaching the right customer at the right time with the right message.” “Reaching consumers in an over-saturated market.” Q24b. In your opinion, what is the most important concern or issue for marketers today? (n=1017) In your own words, what is the most important concern or issue for marketers today
  • 29. 29ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? How do you keep up with the pace of marketing and stay in touch with latest trends and information? 0 20 40 60 80 100 120 140 160 180 200 Internet (general) Magazines/ trade publications Colleagues/ networking/ internal meetings Reading (general) Research Q25. How do you keep up with the pace of marketing and stay in touch with latest trends and information? (n=1017) (# mentions)
  • 30. 30© Copyright 2013 Adobe Systems Incorporated. All rights reserved. 3. KEY DRIVERS ANALYSIS
  • 31. © Copyright 2013 Daniel J Edelman Inc. 31ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Importance “How important should this be to your company?” Performance “How well is your company performing on this? We asked respondents how they were performing across a number of key areas. Then we asked them to rate the importance of each of those. Where there’s a gap, there’s a shortcoming.
  • 32. 32ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? #1 most important topic is brand building. See next slide for methodology #1 biggest gap is marketing measurement.
  • 33. 33ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Large gaps in measurement, but also creativity, CRM 32% 47% 40% 42% 42% 40% 38% 38% 33% 36% 33% 19% 26%26% 39% 31% 33% 35% 31% 33% 31% 33% 33% 36% 29% 47% 52% 58% 64% 68% 68% 69% 71% 71% 75% 75% 76% 76% 79% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% E-Commerce Events Social Marketing Media Mix Planning Public Relations Digital Advertising Cross-channel marketing Personalization and Targeting Customer Response Management Creativity and Innovation in marketing programs Content Management Marketing Measurement Brand Building Importance Performance Importance vs. Performance: All Marketers Q14. On a 1 to 10 scale where 1 is NOT AT ALL IMPORTANT and 10 is EXTREMELY IMPORTANT, how important should each of the following be to your company? TOP 3 BOX Base: TOTAL (n=1017) Q12. Please tell us how well you feel your company is currently performing on each of the following. TOP 3 BOX Base: TOTAL (n=1017) (GAP)
  • 34. 34ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Introduction to Correlation Analysis Stated Marketing Importance (what marketers said is important) Derived Marketing Importance (what actually correlates with digital marketing performance) Ultimately, we compared and determined whether marketers’ perceptions of importance matched up with what actually drove their digital marketing effectiveness.
  • 35. 35ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? ALL MARKETERS Digital advertising– not brand building – is a key driver of digital marketing effectiveness 1. Digital Advertising 2. Content Management 3. Cross-channel marketing 4. Media Mix Planning 4. Creativity & Innovation in marketing programs 4. Marketing Measurement 5. Social Media Marketing 5. E-Commerce 6. Personalization and Targeting 7. Customer Response Management 8. Public Relations 9. Brand Building 10. Events 1 Digital Advertising 2 Cross-channel marketing 3 Content Management 4 E-Commerce 5 Media Mix Planning 6 Marketing Measurement 7 Creativity & Innovation in marketing programs 7 Personalization and Targeting 8 Social Media Marketing 9 Customer Response Management 9 Public Relations 10 Events 11 Brand Building 1 Digital Advertising 2 Content Management 3 Social Media Marketing 4 Creativity & Innovation in marketing programs 5 Media Mix Planning 5 Marketing Measurement 6 Cross-channel marketing 6 Personalization and Targeting 7 E-Commerce 8 Customer Response Management 9 Brand Building 10 Public Relations 11 Events DERIVED IMPORTANCE: HOW IMPORTANT IS EACH CATEGORY TO OVERALL DIGITAL MARKETING EFFECTIVENESS? DIGITAL MARKETERS MARKETING GENERALISTS 10. How effective is your company overall in terms of digital marketing? 12. Please tell us how well you feel your company is currently performing on each of the following. Base: TOTAL (n=804-934) Vs.
  • 36. 36ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 0.29 0.44 0.45 0.49 0.54 0.55 0.55 0.56 0.56 0.56 0.57 0.58 0.68 0.00 0.10 0.20 0.30 0.40 0.50 0.60 0.70 0.80 Events Brand Building Public Relations Customer Response Management Personalization and Targeting E-Commerce Social Media Marketing Marketing Measurement Creativity and Innovation in marketing Media Mix Planning Cross-channel marketing Content Management Digital Advertising MARKETING STAFF n=399-472 MARKETING DECISION MAKERS n=359 - 419 DIGITAL MARKETERS n=208-246 MARKETING GENERALISTS n=596-714 0.72 0.65 0.64 0.69 0.60 0.58 0.52 0.61 0.57 0.58 0.58 0.57 0.56 0.54 0.50 0.58 0.54 0.57 0.48 0.59 0.59 0.55 0.49 0.58 0.56 0.57 0.41 0.60 0.52 0.57 0.51 0.56 0.54 0.54 0.48 0.57 0.51 0.47 0.39 0.54 0.46 0.41 0.39 0.48 0.46 0.38 0.27 0.5 0.25 0.33 0.29 0.30 Differences that are statistically significant are indicated in bold N varies due to some respondents indicating DK or NA. Each number indicates actual correlation – the closer to 1, the more it is correlated with success. ALL MARKETERS 10. How effective is your company overall in terms of digital marketing? 12. Please tell us how well you feel your company is currently performing on each of the following. Base: TOTAL (n=804-934) Values are correlations.
  • 37. 37ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Content management maintains strong importance across both stated and derived Brand Building Content Management Creativity and Innovation in marketing programs Cross-channel marketing Customer Response Management Digital Advertising E-Commerce Events Marketing Measurement Media Mix Planning Personalization and Targeting Public Relations Social Media Marketing StatedImportance (%top2boxscore) Derived Importance (Correlation to overall performance) ALL MARKETERS 10. How effective is your company overall in terms of digital marketing? 12. Please tell us how well you feel your company is currently performing on each of the following. Base: TOTAL (n=804-1017) STATED IMPORTANCE 1. Brand Building 2. Marketing Measurement 3. Content Management 4. Creativity and Innovation in marketing programs 5. Customer Response Management 6. Personalization and Targeting 7. Cross-channel marketing 8. Digital Advertising 9. Public Relations 10. Media Mix Planning 11. Social Media Marketing 12. Events 13. E-Commerce 1. Digital Advertising 2. Content Management 3. Cross-channel marketing 4. Media Mix Planning 4. Creativity & Innovation in marketing programs 4. Marketing Measurement 5. Social Media Marketing 5. E-Commerce 6. Personalization and Targeting 7. Customer Response Management 8. Public Relations 9. Brand Building 10. Events DERIVED IMPORTANCE
  • 38. 38ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Cross-channel marketing is a stronger driver of success among digital marketers. Brand Building Content Management Creativity and Innovation in marketing programs Cross-channel marketing Customer Response Management Digital Advertising E-Commerce Events Marketing Measurement Media Mix Planning Personalization and Targeting Public Relations Social Media Marketing StatedImportance (%top2boxscore) Derived Importance (Correlation to overall performance) Digital Marketers 10. How effective is your company overall in terms of digital marketing? 12. Please tell us how well you feel your company is currently performing on each of the following: Base: TOTAL (n=804-1017 . Base: n=399-499 STATED IMPORTANCE 1. Content Management 2. Creativity and Innovation in marketing programs 3. Brand Building 4. Marketing Measurement 5. Digital Advertising 6. Customer Response Management 7. Cross-channel marketing 8. Personalization and Targeting 9. Social Media Marketing 10. Public Relations 11. Media Mix Planning 12. E-Commerce 13. Events 1 Digital Advertising 2 Cross-channel marketing 3 Content Management 4 E-Commerce 5 Media Mix Planning 6 Marketing Measurement 7 Creativity & Innovation in marketing programs 7 Personalization and Targeting 8 Social Media Marketing 9 Customer Response Management 9 Public Relations 10 Events 11 Brand Building DERIVED IMPORTANCE
  • 39. 39ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Marketing Generalists are more likely to rate everything as important and have less differentiated derived importance. Brand Building Content Management Creativity and Innovation in marketing programsCross-channel marketing Customer Response Management Digital Advertising E-Commerce Events Marketing Measurement Media Mix Planning Personalization and Targeting Public Relations Social Media Marketing StatedImportance (%top2boxscore) Derived Importance (Correlation to overall performance) 10. How effective is your company overall in terms of digital marketing? 12. Please tell us how well you feel your company is currently performing on each of the following: Base: TOTAL (n=804-1017 . Base: n=359-436 Marketing Generalists STATED IMPORTANCE 1. Brand Building 2. Marketing Measurement 3. Customer Response Management 4. Content Management 5. Creativity and Innovation in marketing programs 6. Personalization and Targeting 7. Cross-channel marketing 8. Public Relations 9. Media Mix Planning 10. Digital Advertising 11. Social Media Marketing 12. Events 13. E-Commerce 1 Digital Advertising 2 Content Management 3 Social Media Marketing 4 Creativity & Innovation in marketing programs 5 Media Mix Planning 5 Marketing Measurement 6 Cross-channel marketing 6 Personalization and Targeting 7 E-Commerce 8 Customer Response Management 9 Brand Building 10 Public Relations 11 Events DERIVED IMPORTANCE
  • 40. 40© Copyright 2013 Adobe Systems Incorporated. All rights reserved. 4. THE ROADMAP TO SUCCESS
  • 41. 41ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? We also wanted to see what high performing companies are doing and how they differ from companies that performed at or below average. Base: Superior business performance (n=371); Average OR below business performance (n=646) a. Superior business performance (i.e. your company has out-performed key competitors in terms of sales or revenue) b. Average business performance (i.e. your company performed similarly to key competitors) c. Below average business performance (i.e. your company has recorded lower sales or revenue than key competitors) We call these “High Performers” We call these “Lower Performers” We asked respondents: Q. “In the last twelve months, would you categorize your company as delivering... (Please select one only)
  • 42. 42ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Q17. Please rate each of the following statements based on whether you agree or disagree: TOP 2 BOX Base: Superior business performance (n=371); Average OR below business performance (n=646) 16% 28% 25% 31% 43% 64% 53% 69% 76% 68% 66% 21% 24% 39% 41% 44% 38% 49% 52% 50% 64% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80% My marketing colleagues don't really know what they're doing. People who work for me know more about digital marketing than I do. My boss doesn't want to invest enough in digital marketing. I feel overwhelmed by the pace of change in digital. I know more about digital marketing than my manager. I know our digital marketing is working. We are under pressure to move to digital faster. I have the digital skills and tools necessary to do my job effectively. I know our marketing is working. We won't succeed unless we have a successful digital marketing approach. There is more pressure to show return on investment on marketing spend. Lower Performers High Performers DO YOU AGREE WITH THESE STATEMENTS? (YES, TOP 2 BOX) Marketers from high performing companies have a higher opinion of their marketing effectiveness and feel more prepared for digital marketing
  • 43. 43ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? High performing companies are investing more in digital Q18. 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. Base: Superior business performance (n=371); Average OR below business performance (n=646) 71% 53% 73% 52% 40% 53% 0% 10% 20% 30% 40% 50% 60% 70% 80% Investing in digital channels/programs Hiring staff with digital expertise Investing in digital marketing technology High Performers Lower Performers SHOWN: MORE THAN LAST YEAR (TOP 2 BOX)
  • 44. 44ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? At high performing companies, half of marketers think the company’s digital marketing expertise is proficient. That’s still not particularly high. It’s still better than lower performing companies… where it’s only one in four. Q15. How proficient do you feel each of the following are in terms of digital marketing expertise? TOP 2 BOX BASE: Superior business performance (n=371); Average OR below business performance (n=646)
  • 45. 45ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? High-performers are twice as likely to rate their company as proficient – and more likely to rate themselves and their colleagues as such Q15. How proficient do you feel each of the following are in terms of digital marketing expertise? TOP 2 BOX Base: Superior business performance (n=371); Average OR below business performance (n=646) 48% Say that they are proficient in digital marketing 56% Say that their marketing colleagues/team are proficient in digital marketing 41% Say that their industry peers are proficient in digital marketing Say that their company is proficient in digital marketing HIGH PERFORMERS LOWER PERFORMERS 34% 31% 47% 25% 50%
  • 46. 46ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? High performing companies have more faith in their company’s marketing – but still less than half think their digital marketing is effective. Q4. On a 0 to 10 scale where 0 is NOT AT ALL EFFECTIVE and 10 is EXTREMELY EFFECTIVE how effective is your company overall in terms of marketing? Q10. Please indicate whether you agree or disagree with the following statements TOP 2 BOX Base: Superior business performance (n=371); Average OR below business performance (n=646) 62% Say their company is effective in overall marketing 70% Say “I know which of my marketing channels are most effective” 86% Are satisfied with current marketing mix 68% Say “I know that our digital marketing is working” 28% 52% 60% 43% Say their company is effective in digital marketing 22% 49%HIGH PERFORMERS LOWER PERFORMERS
  • 47. 47© Copyright 2013 Adobe Systems Incorporated. All rights reserved. 5. WHAT’S ON MARKETERS’ MINDS?
  • 48. 48ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Unsurprisingly, the number one concern for marketers is reaching customers. (It is, after all, their job.) However, their next three concerns are interesting, and they all deal with two broad topics: Measurement & ROI. See next slide for methodology
  • 49. 49ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 54% 59% 65% 70% 75% 77% 79% 82% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Shrinking budgets Keeping up with digitally-savvy competitors Keeping up with all the changes in marketing Using digital tools effectively Demonstrating marketing return on investment Proving campaign effectiveness Understanding whether campaigns are working Reaching customers MARKETING STAFF n=499 MARKETING DECISION MAKERS n=436 DIGITAL MARKETERS n=263 MARKETING GENERALISTS n=754 82% 81% 76% 84% 80% 77% 73% 81% 82% 72% 75% 78% 78% 72% 71% 77% 73% 66% 70% 71% 66% 63% 61% 67% 61% 56% 63% 58% 55% 51% 52% 55% Differences that are statistically significant are indicated in bold ALL MARKETERS: ARE YOU CONCERNED ABOUT… Q2. As a marketer, how concerned are you about the following issues? Top 2 Box (Extremely concerned/Very concerned/Extremely concerned) Base: TOTAL (n=1017) Marketers want to know if they’re on the right track
  • 50. 50ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? When given a list of options, surprisingly few chose “keeping current” as the top concern – but when asked the same question free-form, it was the second most- specified issue. Q3. Of those you just identified, which one do you find the most concerning? Base: TOTAL (n=1017) MARKETING STAFF n=499 MARKETING DECISION MAKERS n=436 DIGITAL MARKETERS n=263 MARKETING GENERALISTS n=754 1 1 1 1 2 4 2 2 3 3 2 3 5 2 4 2 4 5 3 4 6 6 5 5 7 7 7 6 7 8 6 7 ALL MARKETERS: WHAT ARE YOU MOST CONCERNED ABOUT? 1. Reaching customers 2. Understanding whether campaigns are working 3. Demonstrating marketing return on investment 4. Shrinking budgets 5. Proving campaign effectiveness 6. Using digital tools effectively 7. Keeping up with all the changes in marketing 8. Keeping up with digitally-savvy competitors Digital marketers more concerned about ROI
  • 51. 51ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 66% of all marketers state companies won’t succeed unless they have a digital marketing approach.
  • 52. 52© Copyright 2013 Adobe Systems Incorporated. All rights reserved. APPENDIX
  • 53. 53© Copyright 2013 Adobe Systems Incorporated. All rights reserved. DEMOGRAPHICS
  • 54. 54ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Demographics S5a. Please indicate your title from the list below: Base: TOTAL (n=1017) 43% 49% 8% Marketing Decision Makers vs. Staff Senior Manager/Marketing Decision Maker Marketing Staff Other TOP TITLES Senior Manager/Marketing Decision Maker 16% Director/Department Head 6% Partner/Principle 5% VP/Assistant VP Marketing Staff 28% Manager/Senior Manager 21% Coordinator/Specialist/Associate
  • 55. 55ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? D9. Did you study marketing in school? Base: TOTAL (n=1017) S3. Please indicate below which option more closely describes your marketing role in your current company: “Marketing that is predominantly digitally focused”/” More traditional marketing but may employ some digital marketing tools (Generalist)” Base: TOTAL (n=1017) D6. Which ONE of the following best describes your role in DECIDING WHICH digital marketing solutions (e.g., software products and services) you and/or your department will use for work? Base: TOTAL (n=1017) 59% Marketing Generalists 41% Digital Marketers 60% Studied marketing in school 40% Did not study marketing in school 13% 38% 25% 16% 8% I am the sole decision maker when it comes to choosing digital marketing solutions for my organization I am one of several decision makers I am not a decision maker, but I have significant influence on decisions on digital marketing solutions I can request solutions, but I do not have significant influence on what is purchased I have no influence in the decision-making process Software/Products/Services Authority 51% Decision makers Demographics
  • 56. 56ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? S2. What percent of your company's marketing efforts are spent on online and digital marketing activities? Base: TOTAL (n=1017) S6. Which of the following ranges would most closely describe the number of full-time employees working across your organization, including all locations? Base: TOTAL (n=1017) Organization Marketing Efforts 38% Traditional (25% or less digital marketing) 51% Mix (Between 26-75% digital marketing) 11% Mostly (76% + digital marketing) Small (Fewer than 100 employees) Medium (100-999 employees) Large (1,000-9,999 employees) Enterprise (9,999 + employees) 41% 24% 20% 16% Company Size Demographics
  • 57. 57© Copyright 2013 Adobe Systems Incorporated. All rights reserved. ADDITIONAL INFORMATION
  • 58. 58ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Who do you turn to? 32% 39% 23% 34% 32% 18% 18% 20% 16% 19% 13% 10% 17% 13% 13%12% 10% 15% 13% 12% 8% 7% 10% 7% 8% 16% 17% 15% 18% 16% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% ALL MARKETERS Marketing Staff Marketing Decision Makers Digital Marketers Marketing Generalists Marketing colleagues in your company Agencies Professional industry associations/communities Industry peers from other companies Industry analysts/research reports Industry publications/websites Q19. Who do you turn to first for digital marketing advice? TOP 2 BOX Base: TOTAL (n=1017) MARKETING STAFF (n=499) MKTING DECISION MAKERS (n=436) DIGITAL MARKETERS (n=263) MARKETING GENERALISTS (n=754) WHO DO YOU TURN TO FIRST FOR DIGITAL MARKETING ADVICE?
  • 59. 59ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 81% 76% 61% 59% 56% 54% 52% 50% 49% 43% 37% 28% 7% 7% 10% 15% 14% 18% 15% 24% 17% 33% 33% 33% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Marketing has value and that value can be measured Marketing has changed more in the last 2 years than in the last 50 For most companies, digital marketing approaches are in a constant cycle of trial and error I know which of my marketing channels are most effective I feel well armed with the information to be an effective marketer My company's digital marketing approach is in a constant cycle of trial and error I know that our digital marketing is working Our company has the right technology to be effective Marketers are more likely than other professions to feel unsure about the effectiveness of their work Consumers have become harder to reach I feel outgunned by other companies' marketing I don't know if my industry peers are ahead of me in terms of digital marketing ALL MARKETERS Q10. Please indicate whether you agree or disagree with the following statements: TOP & BOTTOM 2 BOX Base: TOTAL (n=1017) More than ½ think digital marketing is trial and error
  • 60. 60ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? •  69% are satisfied with current marketing mix •  17% are not satisfied with current marketing mix Marketers want to boost investments in: Marketing mix satisfaction 1. TV 2. Print 3. Social Q7a. How satisfied are you with your current marketing mix? TOP 2 BOX/BOTTOM 2 BOX Base: TOTAL (n=1017) Q7b. You indicated you are not satisfied with your current makrting mix. Please select the areas where you wish you could invest more. Base: TOTAL (n=1017)
  • 61. 61ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? How easy is it to prove ROI to management? 0% 5% 10% 15% 20% 25% 30% 35% 40% All Marketers Marketing Staff Marketing Decision Makers Digital Marketers Marketing Generalists Extremely Easy Somewhat Easy Neither Easy Nor Difficult Somewhat Difficult Extremely Difficult Q21. Looking ahead to the next 12 months, do you think it will be more or less important for your marketing function/team to prove business impact and/or return on its financial investment (ROI)? n=1,017 n=499 n=436 n=263 n=754
  • 62. 62ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 33% 43% 44% 47% 47% 40% 41% 42% 40% 34% 34% 25% 28%25% 36% 32% 35% 31% 30% 31% 34% 30% 31% 34% 36% 48% 53% 60% 66% 69% 71% 72% 72% 74% 77% 77% 78% 79% 81% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% E-Commerce Events Social Marketing Public Relations Media Mix Planning Personalization and Targeting Digital Advertising Cross-channel marketing Marketing Measurement Creativity and Innovation in marketing programs Customer Response Management Content Management Brand Building Importance vs. Performance: Marketing Staff (GAP) Marketing measurement and creativity fall short among staff Q14. On a 1 to 10 scale where 1 is NOT AT ALL IMPORTANT and 10 is EXTREMELY IMPORTANT, how important should each of the following be to your company? TOP 3 BOX Base: TOTAL (n=499) Q12. Please tell us how well you feel your company is currently performing on each of the following. TOP 3 BOX Base: TOTAL (n=499)
  • 63. 63ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 32% 48% 37% 37% 38% 38% 32% 34% 31% 35% 33% 14% 24%26% 40% 28% 27% 34% 31% 35% 29% 31% 34% 35% 26% 45% 49% 55% 61% 62% 64% 65% 67% 67% 69% 72% 72% 74% 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% E-Commerce Events Social Marketing Digital Advertising Media Mix Planning Cross-channel marketing Public Relations Personalization and Targeting Customer Response Management Content Management Creativity and Innovation in marketing programs Marketing Measurement Brand Building Importance vs. Performance: Marketing Decision Makers (GAP) Decision Makers see opportunity in customer response management and targeting Q14. On a 1 to 10 scale where 1 is NOT AT ALL IMPORTANT and 10 is EXTREMELY IMPORTANT, how important should each of the following be to your company? TOP 3 BOX Base: TOTAL (n=436) Q12. Please tell us how well you feel your company is currently performing on each of the following. TOP 3 BOX Base: TOTAL (n=436)
  • 64. 64ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 40% 40% 32% 43% 36% 43% 39% 43% 36% 32% 33% 25% 18%35% 32% 33% 34% 32% 28% 33% 28% 36% 31% 41% 35% 37% 54% 57% 65% 66% 68% 71% 72% 72% 72% 74% 74% 75% 76% 0% 10% 20% 30% 40% 50% 60% 70% 80% Events E-Commerce Media Mix Planning Public Relations Social Marketing Personalization and Targeting Cross-channel marketing Customer Response Management Digital Advertising Marketing Measurement Brand Building Creativity and Innovation in marketing programs Content Management Importance vs. Performance: Digital Marketers (GAP) Digital Marketers see opportunity in customer response management and targeting Q14. On a 1 to 10 scale where 1 is NOT AT ALL IMPORTANT and 10 is EXTREMELY IMPORTANT, how important should each of the following be to your company? TOP 3 BOX Base: TOTAL (n=263) Q12. Please tell us how well you feel your company is currently performing on each of the following. TOP 3 BOX Base: TOTAL (n=263)
  • 65. 65ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 32% 48% 41% 40% 43% 40% 37% 33% 37% 39% 32% 20% 27%23% 40% 31% 29% 33% 36% 33% 31% 33% 36% 35% 29% 50% 50% 60% 63% 67% 69% 69% 70% 71% 75% 76% 76% 77% 81% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% E-Commerce Events Social Marketing Digital Advertising Media Mix Planning Public Relations Cross-channel marketing Personalization and Targeting Creativity and Innovation in marketing programs Content Management Customer Response Management Marketing Measurement Brand Building Q14. On a 1 to 10 scale where 1 is NOT AT ALL IMPORTANT and 10 is EXTREMELY IMPORTANT, how important should each of the following be to your company? TOP 3 BOX Base: TOTAL (n=754) Q12. Please tell us how well you feel your company is currently performing on each of the following. TOP 3 BOX Base: TOTAL (n=754) Importance vs. Performance: Marketing Generalists (GAP) Generalists see opportunity in creativity and customer response management
  • 66. 66ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Q16. Which one area do you think will be the most important to marketers in the next 3 years? (Select ONE only) Base: TOTAL (n=1017) 2% 2% 4% 6% 7% 6% 7% 9% 8% 11% 12% 13% 14% 0% 2% 4% 6% 8% 10% 12% 14% 16% Public Relations Events Brand Building Content Marketing Customer Response Management Marketing Measurement Media Mix Planning E-Commerce Cross-channel marketing Digital Advertising Creativity and Innovation in marketing programs Personalization and Targeting Social Marketing Social media on the rise WHAT DO YOU THINK WILL BE THE MOST IMPORTANT TO MARKETERS IN THE NEXT 3 YEARS? 2% 2% 5% 5% 6% 8% 9% 8% 11% 11% 11% 12% 13% 0% 2% 4% 6% 8% 10% 12% 14% Public Relations Events Brand Building Content Marketing Customer Response Management Marketing Measurement Media Mix Planning E-Commerce Cross-channel marketing Digital Advertising Creativity and Innovation in marketing programs Personalization and Targeting Social Marketing SUPERIOR PERFORMANCE AVG/BELOW AVG PERFORMANCE
  • 67. 67ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? Greater gap between importance and performance among lower performing companies 22% 38% 27% 34% 33% 30% 26% 29% 27% 30% 29% 14% 20%36% 51% 43% 47% 49% 46% 50% 46% 48% 47% 52% 45% 62% 56% 65% 72% 77% 76% 75% 76% 76% 81% 81% 79% 83% 84% 0% 20% 40% 60% 80% 100% E-Commerce Events Social Marketing Media Mix Planning Public Relations Digital Advertising Cross-channel marketing Personalization and Targeting Customer Response Management Creativity and Innovation in marketing programs Content Management Marketing Measurement Brand Building SUPERIOR PERFORMANCE Q14. On a 1 to 10 scale where 1 is NOT AT ALL IMPORTANT and 10 is EXTREMELY IMPORTANT, how important should each of the following be to your company? TOP 3 BOX; Q12. Please tell us how well you feel your company is currently performing on each of the following. TOP 3 BOX Base: Superior business performance (n=371); Average OR below business performance (n=646) (GAP) 38% 52% 47% 46% 46% 46% 44% 43% 36% 37% 36% 23% 30%19% 32% 24% 24% 28% 22% 24% 22% 25% 26% 27% 21% 39% 49% 55% 60% 63% 64% 65% 68% 68% 71% 72% 74% 73% 77% 0% 20% 40% 60% 80% 100% E-Commerce Events Social Marketing Media Mix Planning Public Relations Digital Advertising Cross-channel marketing Personalization and Targeting Customer Response Management Creativity and Innovation in marketing programs Content Management Marketing Measurement Brand Building (GAP) AVG/BELOW AVG PERFORMANCE