Adobe Digital Roadblock EMEA

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe Digital Roadblock Report 2016


Contents

I. MethodologyII. Key FindingsIII. Massive Change Imposed on MarketersIV. Mounting Pressure on MarketersV. The NEW way forwardVI. Challenges

2


Methodology

§ Online survey among a total of 1,301 European marketers§ Research managed by Edelman Intelligence§ Fieldwork: July 20 - August 2, 2016§ This study is a refresh of research conducted among comparable audiences in both

2014 and 2015

3

FRANCE GERMANY U.K.

Language: French

Margin of Error = +/- 4.9%

Sample n=400 Sample n=451 Sample n=450

Language: German


Language: UK English


Margin of error (total sample) = +/- 2.7%*

*While MOE stands at +/- 2.7% at the 95% confidence interval among total sample, results in the report only include wave-over-wave differences at or above 6% to ensure changes reported are meaningful. All significant differences below 6% are included in the notes section.


Massive Change Imposed on Marketers§ Pace of change is accelerating

§ Half of marketers still report feeling “challenged” and “optimistic” about the changes happening in the industry, but those feeling more “nervous” and “pessimistic” are increasing

§ Additionally, significantly more marketers report they are worried about their ability to keep up

Mounting Pressure§ Internally, a large majority report feeling more responsibility for revenue contribution and over time feel

marketing has less influence over their organization’s overall strategy

§ Externally, everyday marketers are dealing with high expectations from consumers

Key Findings

4


The New Way Forward§ New technologies are the #1 driver of change in the industry

§ Large majority of marketers say they need to be prepared to implement new technology to succeed

§ Big data is: • #1 challenge for marketers now• #1 determinant of future success for marketers• #1 most critical tactic marketers should be focusing on three years from now

§ Mobility, the need for customer-centricity, and personalization are considered critical factors in delivering standout customer experiences and shaping the direction of marketing going forward

Challenges§ Beyond budget limitations, delivering on mobile and Big Data still perceived as challenges

Key Findings (cont.)

5


Massive change imposed on marketers


Most marketers feel prepared and happy in their career

7

28%

33%

47%

48%

52%

60%

62%

65%

I feel intimidated by marketers with more advanced digital marketing skills

I worry about my ability to keep up with new technology

I primarily rely on my intuition when making decisions about marketing strategies

I primarily rely on data when making decisions about marketing strategies

I am proud to introduce myself as a marketer

I am prepared to implement latest technology into everything I do as a marketer

I am very happy in my career as a marketer

I feel I have all the necessary skills to perform my job successfully

Self Assessment (% Top Two Box)

Marketers with ‘High Digital Spend’ are more likely to be happy in their career

(67% vs 48% among ‘low digital spend’ marketers)Q1. How well does each of the following statements apply to you and your career as a marketer?


But, optimism peaked last year…

8

Q19. Which of the following best describes how you feel about the changes happening within the marketing industry? We are at the start of a golden age of

marketing / We are at the end of the golden age of marketing

The majority of marketers are optimistic about the profession...

66% believe marketing is at the beginning of a golden

age compared to 72% last year


Change is viewed optimistically, but there is slippage

9

Q19. Which of the following best describes how you feel about the changes happening within the marketing industry?

Arrows denote a statistically significant change from 2015 to 2016 at a 95% confidence interval

52%

41%

34%

20%

48%

59%

66%

80%

Feelings Towards Changes in the Marketing Industry

I see the marketing changes as…

Are we at the beginning or end of a golden age in marketing?

How prepared are you for the changes in marketing?

Are you a driver or passenger of change?

OpportunityThreat

BeginningEnd

Well preparedUnderprepared

DriverPassenger

-7%

-6%

-6%


Pace of change is still accelerating and is more dramatic

10

Q19. Which of the following best describes how you feel about the changes happening within the marketing industry?


Feelings Towards Changes in the Marketing Industry

The pace of change in marketing is… AcceleratingSlowing

BeginningEnd

Well preparedUnderprepared

DriverPassenger

44%

19%

56%

81%

DramaticallyGradually

AcceleratingSlowing

…and that change is happening

+7%

While ‘Marketing Decision Makers’ agree change is happening dramatically (56%), ‘Marketing Staff’ are more likely to say that

change is happening gradually (53%)

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11

44% of marketers worry about their ability to keep up

Up from 37% in 2015


Mounting Pressure on Marketers…


More revenue pressure

13

Attitudes on Marketing/Marketers (% Top Two Box <Somewhat/Strongly agree>)

Q16. Please indicate whether you disagree or agree with the following statements about the state of your industry.

64% agree that marketing is increasingly responsible for revenue contributionUp from #5 ranked statement in 2015 to #3 in 2016

Marketers with ‘low digital spend’ are less likely to say this compared to Marketers with ‘high digital spend’ (58% vs 69%)

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14



…and the industry is changing dramatically

67% agree that marketing is entirely different today than when I started my marketing career


Influence on corporate strategy remains positive, but is slipping

15

68%

65%63%

2014 2015 2016

Marketing Influence on Overall Business Strategy (% Top Two Box <Strongly/Very strongly>)

-5% from 2014 to 2016

QT1. How much does your marketing department influence your company’s overall business strategy?Arrows denote a statistically significant change from 2015 to 2016 at a 95% confidence interval


Consumer expectations are high

16

74%

73%

68%

66%

65%

64%

60%

Consumers expect an immediate response to any post or query

Consumers expect more compelling content

The rise of mobile & wearable technology has taken marketing where it's never been

Consumers expect brands to communicate directly to them

Consumers demand marketing that is tailored uniquely to them

Consumers expect to engage with brands 24/7

Industry leaders are setting the bar high for consumer expectations for all brands

Changes in Consumer Expectations (% Top Two Box <Somewhat/Strongly agree>)

Q22. How much do you disagree or agree with each of the following statements relating to consumer expectations today?


The New Way Forward


New technologies continue to be the #1 driving force behind industry change

18

51%

44%38% 37%

New technologies impacting both how we reach audiences and analyze marketing

effectiveness

New ways of thinking about audience engagement

Challenge of "breaking through the noise" to reach target audiences

Competition is driving a shift in my company's marketing organization and

strategies

QT5. What are some of the driving forces behind the change in the marketing industry? (Select all that apply)Not reported: Increased recognition of marketing's contribution to business success (29%), Transformation of the marketing function responsibilities (26%)


Forces of Change-7%


Marketers must adapt to technology advancements to keep pace

19

73%

68%

66%

60%

59%

Attitudes on Marketers (% Top Two Box <Somewhat/Strongly agree>)

Marketers are expected to adapt to tech advancements to keep pace with the industry

It is critical for marketers to become skilled in mobile

Younger generation of marketers brings greater understanding of social/mobile marketing

Marketers need to be more data-focused to succeed

We won’t succeed unless we have a successful digital marketing approach

Q27. Please indicate whether you disagree or agree with the following statements


Still, less than a third of marketers describe themselves as tech-savvy

20

52%

39%

7%2%

27%

55%

14%

4%

Tech savvy - early adopter of new technologies

Tech regular - regular user of current technologies

Tech challenged - find it hard to keep up with changing technologies

Tech indifferent - uninterested in new tech trends

Ideal, successful marketer Yourself

Perceptions of Ideal Marketer vs Self

Q3. Think about the ideal, successful marketer today. How would you describe them?Q4. How would you describe yourself?

Marketers with ‘low digital spend’ are less likely than marketers with ‘high

digital spend’ to consider themselves “tech savvy” (44% vs 58%)


Personalization and customer centricity considered critical to delivering standout experiences

21

33% 32%29%

21%19%

Strong brand identity

Employ a customer-centric view

Personalized experience

Has a clearly defined vision and brand

positioning

Content management

Top 5 Focuses to Deliver a Standout Customer Experience

Q44: How focused is your organization on providing your target audience a customer journey that fully embraces and utilizes digital technology?Q45: What are the top three things your organization focuses on to deliver a standout customer experience?*New questions added in 2016 – trending not available


Mobile growing as a critical customer channel

22

85% 85% 82% 81% 80%

64% 64% 64%59% 58% 58% 57%

Mobile websites for a smartphone or tablet

A laptop or a desktop computer

Live customer service Mobile apps for a smartphone or tablet

Mobile social media sites

POS screens Wearables Virtual Reality TV Internet-connected devices and appliances

Audio Embedded screens

Future Importance in Customer Experience Delivery Across Devices (% Top Two Box <Somewhat/Very important>)

-7%

-9%

-7%-6%

Q29. How important will it be to deliver a consistent customer experience for each of the following devices or channels three years from now?


Getting mobile and personalization right critical in the next year

23

42% 41% 41%

47%51%

47% 49% 51% 49%53%

45%41% 40% 38% 38% 37% 36% 36% 36% 36%

Big data and Marketing

Measurement

IoT marketing Native advertising

Media Mix Planning

E-Commerce Events Real-time marketing

Mobile marketing

Personalization and Targeting

Digital Advertising

Next 12 months Next 3 years

Q9. Please select the marketing tactics you believe will be most critical for marketers to be focusing on 12 months and three years from now.

Future Marketing Tactics(Showing Top 10 Choices)


Utilizing data more effectively and ability to work better across channels critical to future marketing effectiveness

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Future Determinants of Marketing Effectiveness

10%

10%

9%

9%

7%

7%

7%

6%

6%

6%

Utilize data more effectively*

Ability to work better across channels

Change the way we communicate with our customers

Openness to engaging directly with customers

Ability to personalize and customize

Faster time to market

Willingness to take more risks

Better story-telling

Elevating the visibility and influence of marketing within the company

Ability to train on new skills

QT28. Which specific behavior do you think will make the biggest difference in determining marketing effectiveness for your company 12 months from now? (Please select one only) *Response option reworded in 2016, trending data not available


Big data and IoT on the rise as tactical priorities

25

42% 41% 41%

47%51%

47% 49% 51% 49%53%

45%41% 40% 38% 38% 37% 36% 36% 36% 36%


Measurement

IoT marketing Native advertising

Media Mix Planning

E-Commerce Events Real-time marketing

Mobile marketing


Digital Advertising

Next 12 months Next 3 years

Q9. Please select the marketing tactics you believe will be most critical for marketers to be focusing on 12 months and three years from now.

Future Marketing Tactics(Showing Top 10 Choices)


Proliferation of channels a major force for change

26

73%

68%

68%

67%

64%

57%

54%

54%

42%


Marketers need to be prepared to implement new technology to succeed

Digital tools and proliferation of channels are fundamentally changing the nature of marketing

Marketing is increasingly responsible for revenue contribution

Marketing is entirely different today than when I started my marketing career

Marketing is increasingly permeating every aspect of consumers’ lives

Marketing has changed more in the past year than in the previous 5

Marketing is changing faster than any other business function

Marketing today is all about mobile and internet-connected devices

Marketing is shifting from interruptive to welcomed according to consumers


Down from #2 in 2015

Up from #5 in 2015


Challenges


Budget still a major perceived barrier

28

39%

18% 17% 16% 16% 16% 14% 14% 14% 14%

Budget too small

Lack of access to cutting-edge

tools

Unclear marketing

vision/strategy

Not enough focus on mobile

Unrealistic and exploding

demands on marketing

Not embracing cutting-edge technology

Lack of marketing

acumen

Not oriented to current speed

of business

Lack of alignment between

departments

Not utilizing big data

Barriers to Delivering a Standout Customer Service Experience

Q46: What’s keeping your organization from delivering a standout customer experience from its competitors?*New question added in 2016 – trending not available


Disconnect between perceived importance and performance in areas such as mobile

29

Importance vs. Use of Devices/Channels (% Top Two Box <Somewhat/Very important>)

86% 84% 83% 81% 80%

62%59%

54% 52% 51%53%

41% 42% 41%

31%

18% 18% 16%12% 10%

A laptop or a desktop computer

Mobile websites for a smartphone or tablet

*Live customer service interaction

Mobile social media sites

Mobile apps for a smartphone or tablet

POS screens *TV *Audio *Virtual Reality Embedded screens

Importance Use

*New category 2016

-10%

-12%

-8%

Q28. How important is it to deliver a consistent customer experience for each of the following devices or channels today?Q30. Which of the following devices and channels do you currently solve for (i.e., deliver content and consistent customer experience)? Select all that apply.



Despite focus on big data, its practice remains a challenge

30

Trends and Technologies Challenges

25%

17%16% 15% 14% 14% 14% 13% 13% 13%


measurement

Social marketing Real-time marketing Cross-channel marketing

Mobile marketing Customer response management


Internet-connected everyday devices

and wearables, and contextual marketing

Media mix planning Brand building

Q10. Which of the following trends and technologies is most challenging for you as a marketer? (Select up to 3)


1 in 3 cite shortages in Data Analysts as an issue…

31

14%

16%

16%

32%

31%

30%

Mobile Marketer

Digital/Social Marketer

Data Analyst

Representation of Roles

Underrepresented

25% 26% 25%

31% 26% 29%

25% 25% 27%

Need for Hires

2015 2016Overrepresented 2014

Q12. Are the following roles underrepresented or overrepresented within your company today?T14. Where does your company need to hire more or less marketing talent in the next 12 months?


Regional Highlights


FranceFrench marketers feel most strongly about the need to implement new technologies in marketing§ The majority (74%) believe that marketing strongly influences business strategy (compared to 55% in the UK and 60% in DE)

§ As a result, nearly 8 in 10 say marketers need to be prepared to implement new tech to succeed (compared to 74% in the UK and 69% in DE)

In addition to placing high importance on new tech, French marketers are most likely to see the need for understanding data§ 7 in 10 say marketers need to be more data - focused to succeed (compare to 60% in UK and 52% in DE) France

GermanyGerman marketers are the least likely to rely on data§ 40% report they rely on data when making decisions about marketing strategy (compared to 49% in the UK and 57% in FR)

UKLike French colleagues, majority of marketers in UK feel need to implement new tech for success§ 71% say digital tools and channels are changing the nature of marketing

§ More than half (54%) say one of the driving forces behind change in marketing is new tech impacting how they reach audiences and analyze market effectiveness

Regional Highlights

33

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