65%

Marketers struggle to reinvent themselves.

Marketers expect their roles tochange quickly—and change won't stop.

Companies need more digital talent.

Companies are doing signi�cantly moredigital marketing than last year.

Personalization, social, and mobileare increasing in importance.

33% of marketers believe that personalization is mostimportant to their company’s marketing moving forward

% of companies increasing above activities over last year

�e bo�om line: Future marketersneed to take more risks.

65% of marketers say they are more comfortable adopting new technologies

once they become mainstream

54% of marketers believe the ideal marketer should take more risks; 45% hope to take

more risks themselves

DIGITAL ROADBLOCK:

21% of marketers believe it’s social

64% 81%Will your rolechange in the next

12 months?

Will your rolechange in the next

3 years? YesYes

21%

33%

11% of marketers believe it’s mobile

11%

#AdobeSummit

adobe.com/go/digitalroadblock

40% of marketers want to reinvent themselves

40% 14%

Barriers to change:30% don’t have the training,

30% cite organizational inability to adapt

30%

Only 14% of thosemarketers know how

Social marketing-creating communities

on social media

*63%

Direct customerengagement through email

*51%Digital

data analytics

*51%Digital ads

such as display advertising

*46%

Creatingmobile apps &

campaigns

*44%

36%

36% are searching formobile marketers

47%47% need digital and

social marketers38% need morecreative services

38% 38%

38% wantdata analysts

45%

54%