Adobe Digital Roadblock Report 2015 - EMEA

© Copyright 2015 Adobe Systems Incorporated. All rights reserved.

DIGITAL ROADBLOCK:2015 Refresh

(EMEA)

June 2015

2ADOBE | DIGITAL ROADBLOCK REFRESH 2015

• Online survey among a total of 1,311 European marketers• Research managed by Edelman Berland• Fieldwork: March 31- April 16, 2015• This study is a refresh of research conducted with a comparable audience

(350 European marketers) in May 2014

Methodology

FRANCE GERMANY U.K.

Language: French

Margin of Error = +/- 4.7

Sample n=433 Sample n=427 Sample n=451

Language: German


Language: U.K. English


Margin of error (total sample) = +/- 2.6

KEY FINDINGS


KEY FINDINGSMarketers see their industry transforming at a rapid pace – the face of marketing is changing • Roughly 5 in 6 marketers (86%) feel the pace of change is accelerating1 and over half (58%) believe marketing has

changed more in the past year than in the previous 5 years 2.

• 7 in 10 marketers believe marketing is entirely different today than when they started their marketing career and that digital tools and proliferation of channels are fundamentally changing the nature of marketing 2 .

The reaction to these changes is overwhelmingly positive • Seventy-two percent agree they are at the start of a golden age of marketing and most see this is an opportunity

rather than a threat3 (87%).

• Marketers describe feeling challenged (56%) and optimistic (55%) 4.

Marketing’s business influence and impact is seen as increasing• Seventy-three percent believe the marketing function has increased in influence in the past 5 years 5 and marketing is

seen to strongly influence overall business strategy (65%) 6.

• Sixty-nine percent agree that marketing is increasingly responsible for revenue contribution 7.

Questions Referenced: 1 (Q18) 2 (Q16) 3 (Q19) 4 (Q20) 5 (Q17) 6 (T1) 7 (Q16)


KEY FINDINGS (2)New technologies are transforming how marketers interact with their audiences; marketers must master these technologies to stay relevant • Marketers believe that internet-connected devices enable marketing to permeate every aspect of consumer life 1 (69%) and

marketers must become skilled in mobile 2 (70%) to reach these consumers.

• Technology is contributing to the change in consumer expectations – consumers now expect immediate responses (78%), compelling content (77%), uniquely tailored marketing (69%) and 24/7 engagement with brands (65%) 3.

Mobile is most important to marketers now. Wearable and the internet of things will be crucial in the future.• 72% believe the rise of mobile and wearable technology has taken marketing into new territory 4 and 52% believe marketing today

is all about mobile and internet-connected devices 5.

• While mobile and marketing for computers will continue to be important 3 years from now, it is wearables, IOT, and embedded screens that will see the largest shift in importance for marketers 6,7.

Technology has changed how marketing effectiveness is measured • Nearly 3 in 5 (58%) believe new technologies are changing how they reach audiences and analyze marketing effectiveness 8.

• 60% agree capturing and applying data to inform and drive marketing activities is the new reality 9.

• 59% agree that data (metrics from digital ads, campaigns, website, etc.) are informative in evolving their company’s marketing creative 10.

Questions Referenced: 1 (T12) 2 (Q27) 3 (Q22) 4 (Q22) 5 (Q16) 6 (Q28) 7 (Q29) 8 (T5) 9 (T12) 10( T12)


KEY FINDINGS (3)

Marketers are open to implementing technology (64%), and taking risks (57%) – however there is reluctance around adopting technology that is not yet mainstream 1,2 • Change is imperative. Marketers expect to adapt to tech advancements to keep pace with the industry (74%) 3.

Although these changes are welcome and many feel optimistic, there is still concern around both their companies and their own abilities to meet these changes• 66% say their company is somewhat to very well set up to deal with changes – of those only 10% say it is set up very

well to do so 4 .

• Being tech-savvy – an early adopter of technology – is seen as key for an ideal successful marketer (57%) 5, yet only 30% describe themselves in these terms 6.

• Marketers see their companies as performing well on traditional marketing activities, but they are underperforming on activities marketers identify as most critical in the years to come, (big data, IoT, endemic marketing, and mobile marketing)7,8. These areas are also among those found to be most challenging for marketers9.

Questions Referenced: 1 (Q1) 2 (T12) 3 (Q27) 4 (Q25) 5 (Q3) 6 (Q4) 7 (T9a) 8 (Q9) 9 (Q10)

58% say marketing has changed more in the past year than in the previous 5 years


51%

14%

49%

86%

Dramatically

Most agree the pace of change in marketing is accelerating, but they are divided on how that change is happening

Q18. How do you feel about the pace of change within the marketing industry? Please choose 1 from each pair

The pace of change in marketing is…

Gradually

AcceleratingSlowing

…and that change is happening


7 in 10 claim marketing is completely different today than when they began their career

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

Marketing is shifting from interruptive to welcomed according to consumers

Marketing today is all about mobile and internet-connected devices

Marketing is changing faster than any other business function

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

Marketing is increasingly responsible for revenue contribution

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

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

Marketing is increasingly permeating every aspect of consumers’ lives

Marketers need to be prepared to implement new technology to succeed

39%

52%

55%

58%

69%

70%

71%

72%

78%

Attitudes on Marketing/Marketers (% Top Two Box)

10ADOBE | DIGITAL ROADBLOCK REFRESH 2015 Q19. Which of the following best describes how you feel about the changes happening within the marketing industry?

87% see the changes in marketing as an opportunity

72% believe marketing is at the beginning of a golden age


… with more than half feeling challenged and optimistic about industry changes

Q20. Which of the following adjectives best describes how you feel about the changes happening within the marketing industry today? (Select up to 3 adjectives)

Challenged Optimistic Excited Encouraged Struggling to keep up

56% 55%

44%

32%

16%

Top Descriptions Around Industry Changes


The marketing function has increased in influence in the past five years, most notably in France

Q17. In your opinion, in the past 5 years has the marketing function:

Influence of Marketing

73%Increase

d

6%Decreas

ed

22%Unchange

d

79%Increase

d

71%Increase

d

68%Increase

dUK

DE

FR


Sales

Mar

ketin

g

New p

rodu

ct d

evelop

men

t IT

Human

reso

urce

s

Fina

nce

41%

25%

17%

7%4% 4%

Strongly/Very Strongly

Moderately

Slightly/Not At All6% 10%

26%25%

68% 65%

Influence on corporate strategy remains strong, with a quarter naming marketing as the largest contributor to future revenue

QT1. How much does your marketing department influence your company’s overall business strategy? (Please select one only)Q6. At your company, which function has the largest role in delivering future revenue for the company? (Select one)

Marketing Influence on Strategy Largest Contributor to Business Revenue

2014 2015


New technologies are a driving force behind industry change

QT5. What are some of the driving forces behind the change in the marketing industry? (Select all that apply)

Forces of Change

58%

48%

38% 38%

30%

20%

2015


These technology changes affect personal approaches to marketing…

T12. Below are some statements that may reflect the extent to which your personal approach to marketing may have changed over the last 12 months. Please indicate how much you either disagree or agree with each statement.

Changes in Personal Approaches – Trended (% Top Two Box)

I am more open to experimenting and taking risks

Data (metrics from digital ads, campaigns, website, etc.) are informative in evolving my company’s marketing creative

Marketers need to embrace ‘hyper-personalization’ (i.e., using data to provide the right products, services and content at the right time)

Capturing and applying data to inform and drive marketing activities is the new reality

Traditional marketing is more about driving brand awareness, brand differentiation, & creating demand

Digital marketing is more about driving and rewarding engagement

Internet-connected devices enable marketing to permeate every aspect of consumer’s life

57%

59%

60%

60%

61%

62%

69%


Marketing success is dependent on organizational change

Marketers need reassurance in their ability to deliver results

Marketers need to be more data-focused to succeed

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

It is critical for marketers to become skilled in mobile

The younger generation of marketers brings greater understanding of social and mobile marketing

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

53%

56%

58%

61%

70%

70%

74%

…And feed the expectation that marketers should keep up with advancements in tech, mobile, and social

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

Attitudes on Marketers (% Top Two Box)


Consumer expectations are higher than ever –immediate responses and compelling content are needed to deliver

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

Changes in Consumer Expectations (% Top Two Box)

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

Consumers expect to engage with brands 24/7

Consumers expect brands to communicate directly to them

Consumers demand marketing that is tailored uniquely to them

The rise of mobile and wearable technology has taken marketing where it has never been before

Consumers expect more compelling content

Consumers expect an immediate response to any post or query

62%

65%

69%

69%

72%

77%

78%


Marketers feel they have the necessary skills and are prepared to implement new technologies

Q1. How well does each of the following statements apply to you and your career as a marketer?

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 very happy in my career as a marketer

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

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

24%

30%

45%

47%

52%

61%

64%

65%

Self Assessment (% Top Two Box)

19ADOBE | DIGITAL ROADBLOCK REFRESH 2015Q26. How do you feel about your own ability to keep up with the changes happening in marketing?

37% of marketers worry about their ability to keep up


Many organization structures are not well set up to meet marketing changes

Q25. How well is your company’s organization structure set up to meet the changes happening within marketing today? What about for the changes in marketing 3 years from now?

66%Well set up

34%Not well set up

How well are company’s organization structures set up to meet marketing changes?

42%

29%

32%UK

DE

FRThose with the

highest digital spend and most tech savvy were most likely to say their company

was well set up


A successful marketer is seen as tech savvy, however only a third of marketers describe themselves as such

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

57%

38%

4% 1% 1%

30%

56%

11%2% 0%

Ideal, successful marketer Yourself

Perceptions of Ideal Marketer vs. Self

22ADOBE | DIGITAL ROADBLOCK REFRESH 2015Q28. 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.

53% of marketers say it’s important to deliver a consistent customer experience on wearables

Only 9% are currently solving for it


Marketers vary in the challenges they are faced with in trends and technologies

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

Trends and Technologies Challenges

Big

data

and

Mar

ketin

g m

easu

rem

ent

Social m

arke

ting

Real-ti

me

mar

ketin

g

Pers

onaliza

tion

and

Targ

etin

g

Mob

ile m

arke

ting

Crea

tivity

and

Inno

vatio

n in

mar

ketin

g pr

ogra

ms

E-Co

mm

erce

Cros

s-ch

anne

l mar

ketin

g

24%

19% 18% 18% 17% 17% 16% 16%


Delivery channels are bound to change in the future – nearly 7 in 10 believe that wearables will be important in delivering quality service

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

90% 89%85% 83%

71% 69%64% 64%

Future Importance in Customer Experience Delivery Across Devices (% Top Two Box)


The need to adapt is immediate: mobile marketing, e-commerce, and personalization and targeting are projected to be less important in 3 years

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

Future Marketing Tactics

Big

data

and

Mar

ketin

g Mea

sure

men

t

IoT

mar

ketin

g

Digita

l Ass

et M

anag

emen

t

Native

adve

rtisi

ng

Mob

ile m

arke

ting

Cros

s-ch

anne

l mar

ketin

g

Med

ia M

ix P

lann

ing

E-Co

mm

erce

Pers

onaliza

tion

and

Targ

etin

g

46%40%

44% 41%49% 52%

48%55% 52%

45% 41% 40% 39% 38% 37% 37% 36% 36%

Next 12 months Next 3 years


Brand

Bui

ldin

g

Custo

mer

Res

pons

e Man

agem

ent

Even

ts

Publ

ic R

elat

ions

Conte

nt M

anag

emen

t

Creat

ivity

and

Inno

vatio

n in

mar

ketin

g pr

ogra

ms

Digita

l Adv

ertis

ing

Cross

-cha

nnel

mar

ketin

g

E-Com

mer

ce

44%

37% 35% 35% 33% 31% 31% 31% 30%

Traditional marketing is where marketers feel performance is strongest

QT9a. Please tell us how well you feel your company is currently performing on each of the following.

Company Performance – TOP 9 (% Top Three Box)


Lack of resources and budget are the key barriers holding marketers back

QT20. What are some of the barriers to becoming the marketer that you aspire to be?

Barriers to Success

Misalignment between company priorities and my pro-fessional goals

Demands outside of work

Confusion over roles and responsibilities

Organizational inability to adapt

Dysfunction and friction over priorities across the company

Company resistance trying new programs that may fail

Lack of training in new marketing skills

Lack of resources/budget

14%

14%

14%

15%

19%

22%

28%

42%

2015

Lack of resources/budget was also the top concern in

2014

APPENDIX


46%

36%

28%

13%

54%

64%

72%

87%

Change in the industry is seen as an opportunity and the beginning of a golden age of marketing…

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

I see the marketing changes as…

OpportunityThreat

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

BeginningEnd

Well prepared

How prepared are you for the changes in marketing?

Underprepared

Driver

Are you a driver or passenger of change?

Passenger

Drivers of change are more likely to be:

German (68% vs 49% UK and 46% FR)Digital (61% vs 48% Generalist)Tech Savvy (71% vs 51% Tech Regular)


53% claim to have heard about a new marketing channel or term within the past month

Q2. When was the last time you heard about a marketing channel or term (technology, social media site, etc.) that you were not familiar with?

12%

35%

35%

14%

4%

Never

Past year

Past month

Past week

Yesterday

Familiarity with New Marketing Terms


Marketers are worried about their ability to keep up, and even more so about their company’s ability to do so

Q24. How do you feel about your company’s ability to keep up with the changes happening in marketing?Q26. How do you feel about your own ability to keep up with the changes happening in marketing?*Tech Challenged : Respondents who “tech-challenged” to Q4: How would you describe yourself?

57%Not

worried

43%Worried

How worried are you about your company’s ability to keep up with changes in marketing?

How worried are you about your ability to keep up with changes in marketing?

63%Not

worried

37%Worrie

d71% of tech challenged*

marketers are worried about themselves

70% of tech challenged*

marketers are worried about

their company


11%

13%

13%

11%

11%

13%

11%

13%

11%

23%

23%

25%

25%

27%

28%

31%

31%

33%

Unsurprisingly, roughly 1 in 3 cite shortages in tech and data related roles. Digital Marketers and Mobile Marketers are still highly sought after

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?

Representation of Roles

UnderrepresentedUnderrepresented

25% 26%

25% 25%

31% 26%

23% 26%

21% 20%

23% 17%

18% 23%

20% 18%

15% 15%

Need for Hires2014 2015

Overrepresented

Mobile Marketer

Data Analyst

Digital Marketer

Creative Services

eCommerce Manager

SEO Marketer

Direct Marketer/Sales

Content Producer

Content Marketer


Most marketers believe in the importance of delivering for mobile websites and computers, but there is a disconnect in solving for these devices

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.

Importance vs. Use of Devices/Channels (% Top Two Box)

89% 88% 87%81%

66%

55% 53%50%51%

65%

41%

49%

20%

10% 9%15%

Importance Use


For new technologies, marketers’ confidence in preparedness to deliver falls below actual performance

Q31. In your opinion, how well do you deliver a consistent customer experience across each of the following devices or channels?Q32. How confident are you that you are prepared to deliver a consistent customer experience across each of the following devices or channels?

Performance vs. Confidence of Devices/Channels (% Top Two Box)

77%73%

68% 66%

49%44% 43%

39%

53% 52% 54%49% 50%

53% 54% 54%

Confidence Delivery


23% 23% 25% 26% 27% 28% 28% 28% 29%

Areas identified as most critical in the years to come are the areas where performance is lowest

QT9a. Please tell us how well you feel your company is currently performing on each of the following.

Company Performance – Bottom 9 (% Top Three Box)


2 in 3 marketers feel they have the necessary skills to perform successfully

Q33. Do you feel you have all the necessary skills and tools to perform your job successfully?

Do you feel you have the necessary skills and tools to perform your job successfully?

66%Yes

34%No


Still, they realize the need for skill development – 44% plan to learn from attending training seminars

Q35. How do you plan to acquire the skills, tools, and resources needed to perform your job successfully? Select all that apply.

Other

Follow established process - "how things have always been done"

Learn from professional industry associations/communities

Learn from industry analysts/research reports

Learn from marketing colleagues in my company

Learn from industry publications/websites

Experimentation or trial and error

Learn from industry peers from other companies

Learn from attending training seminars

3%

12%

26%

28%

28%

29%

36%

37%

44%

Skills Training


Communication across channels and with customers rise to the top as key for effectiveness

QT28. Which specific behavior do you think will make the biggest difference in determining marketing effectiveness for your company 12 months from now? (Please select one only)

Ability to develop campaigns faster

Willingness to take more risks

Ability to train on new skills

Ability to measure and learn from campaign effectiveness

Better methods/data

Openness to engaging directly with customers

Elevating the visibility and influence of marketing within the company

Hire the right talent to fill in gaps in experience or expertise

Change the way we communicate with our customers

Ability to work better across channels - web, mobile, social, etc.

5%

7%

7%

7%

8%

9%

9%

9%

11%

14%

Future Determinants of Marketing Effectiveness


Almost 2 in 5 believe that partnerships with sales are critical in making digital marketing work…

Sales IT New product development Finance Human resources Other

37%

30%

16%

9%

6%

2%

Most Critical Partners in Digital Marketing

Q37. Which is the most critical business partner or business function you need to work with to make sure your digital marketing works? (Select one)


…And integration across business functions can be improved

Q38. How is your marketing department’s current working dynamic with each of the following business functions?

Sales New product development IT Finance Human Resources

7% 12% 14% 17% 20%

39%

43% 44%51%

50%

54%44% 42%

33% 30%

Poor Average Excellent

Dynamic between Marketing and Other Departments

Regional highlights


REGIONAL HIGHLIGHTS

British marketers recognize that a fundamental change to marketing is needed (59%, FR 54%, DE 42%) 1 but technological changes haven’t enticed them to abandon traditional marketing approaches • Delivering a consistent customer experience on a laptop/desktop computer is (93%) 2 and will continue (89%) 3 to be

most important channel for delivery (FR 88%, DE 84%) (FR 84%, DE 81%)

• British marketers are less likely to implement new technologies (UK 58%, FR 68%, DE 67%) 4 and are more likely trust their gut when making decisions 5 (UK 55% ,FR 41%, DE 38% )

• Lowest agreement: “Marketing functions increasingly responsible for contribute to future revenue” (UK 64% vs, FR 73%, DE 71%) 6

German marketers are most conscious of change (66%, FR 56%, UK 53%) 6. They are more sensitive to privacy issues - personalized/immersive marketing is not the key to success• Organizational change is key to success (DE 59%, FR 52%, UK 49%) 1

• Marketing is still seen as interruptive (34% [welcome], FR 43%, UK 40%)6 and marketers are not embracing hyper personalization – (52% [embrace] FR 69%, UK 60%) 5

Questions Referenced: 1 (Q27) 2 (Q28) 3(Q29) 4 (Q1) 5 (T12) 6 (Q16) 7 (T1) 8 (Q17)


REGIONAL HIGHLIGHTS (2)

French marketers are most bullish about the role of marketing across the organization; they are also most enthusiastic about technology and its impact on marketing• Increase in influence of marketing in the past five years (FR 79%, DE 71%, UK 68%) 7 and influence on strategy is

growing (FR 73%, DE 63%, UK 61%) 8

• New technology implementation is key to success (82% v DE 79%, UK 73%) 6 and it is critical for marketers to be skilled in mobile (FR 77% DE 69%, UK 63%) 1 and deliver across wearables (FR 60%, DE 45%, UK54%)2

Questions Referenced: 1 (Q27) 2 (Q28) 3(Q29) 4 (Q1) 5 (T12) 6 (Q16) 7 (T1) 8 (Q17)


7 in 10 French marketers believe that marketing strongly influences business strategy

T1. How much does your marketing department influence your company’s overall business strategy? (Please select one only)

Influence of Marketing on Business Strategy

61%Strongly

27%Moderately

13%Slightly

U.K. DE

63%Strongly

11%Slightly

26%Moderately

73%Strongly

6%Slightly

22%Moderately

FR


French marketers feel strongly about the need to implement new technologies in marketing

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

Shifting from interruptive to welcomed according to consumers

Is all about mobile and internet-connected devices [today]

Changing faster than any other business function

Has changed more in the past year than in the previous 5

Increasingly responsible for revenue contribution

Entirely different today than when I started my career

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

Increasingly permeating every aspect of consumers’ lives

Marketers need to be prepared to implement new technology to succeed

43%

49%

55%

56%

73%

72%

75%

79%

82%

34%

53%

55%

66%

71%

70%

67%

66%

79%

40%

54%

54%

53%

64%

70%

71%

71%

73%

United Kingdom Germany France

Attitudes on Marketing/Marketers (% Top Two Box)


German and French marketers are more confident in their skills and abilities to implement the latest technology

Q1. How well does each of the following statements apply to you and your career as a marketer?

Self Assessment (% Top Two Box)

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 very happy in my career as a marketer

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

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

23%

36%

44%

55%

53%

63%

68%

68%

17%

21%

42%

37%

50%

67%

67%

67%

31%

33%

50%

47%

53%

55%

58%

61%



European marketers widely acknowledge the role of IoT and digital marketing – 7 in 10 French marketers also believe in the need for “hyper-personalization”

T12. Below are some statements that may reflect the extent to which your personal approach to marketing may have changed over the last 12 months. Please indicate how much you either disagree or agree with each statement.

Changes in personal approach to marketing (% Top Two Box)

Marketers need to embrace ‘hyper-personalization’

Capturing and applying data to inform and drive marketing activities is the new reality

Traditional marketing is more about driving brand awareness, brand differentiation, & creating demand

Digital marketing is more about driving and rewarding engagement

Internet-connected devices enable marketing to permeate every aspect of consumer life

69%

62%

60%

63%

70%

52%

60%

60%

63%

68%

60%

58%

63%

60%

70%



French marketers strongly believe that adapting to tech and mobile advancement is critical for marketers

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

Attitudes on Marketers (% Top Two Box)

Marketers need to be more data-focused to succeed

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

It is critical for marketers to become skilled in mobile

The younger generation of marketers brings greater understanding of social and mobile marketing

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

67%

63%

77%

68%

77%

55%

62%

69%

73%

73%

53%

60%

63%

70%

73%



59% French marketers claim to have heard about a new marketing term within the past month

Q2. When was the last time you heard about a marketing channel or term (technology, social media site, etc.) that you were not familiar with?

14%

27%

38% 15%

6%

U.K.

10%

41%

34%

12%

3%

DE FR

13%

37%

33%

14%

3%

Never

Past year

Past month

Past week

Yesterday

Familiarity with New Marketing Terms

50ADOBE | DIGITAL ROADBLOCK REFRESH 2015 Q22. How much do you disagree or agree with each of the following statements relating to consumer expectations today?

While U.K. and France believe immediate response is most important to consumers, Germany believes that compelling content is of more importance

Engage with brands 24/765%

UK 66% Germany 64% France 66%

Immediate response78%


Rise of mobile/wearable taking marketing to new levels


72% Expect brands to communicate directly


69%

Demand marketing tailored to them


69%

77%


Compelling content


62%Industry leaders setting the bar high


Across Europe, new technology is seen as the main driver of change; France considers competition a close secondary driver

T5. What are some of the driving forces behind the change in the role of marketers?

Transformation of the marketing function responsibilities

Increased recognition of marketing's contribution to business success

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

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

New ways of thinking about audience engagement

New technologies impacting both how we reach audiences and analyze marketing effectiveness

25%

33%

44%

27%

40%

50%

13%

24%

39%

46%

52%

63%

23%

34%

30%

40%

51%

61%


Forces of Change (% Top Two Box)

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Adobe Digital Roadblock Report 2015 - EMEA

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