Adobe Digital Roadblock Report 2015 - Germany

© Copyright 2015 Adobe Systems Incorporated. All rights reserved.

DIGITAL ROADBLOCK:2015 EMEA Refresh

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 INSIGHTS


KEY FINDINGSGerman marketers see the industry changing rapidly; they’re optimistic and see it as an opportunity• Though Marketers feel confident in their skills and abilities (67%)1, they are less excited about the changes than their

European counterparts (DE 34%, FR 52%, UK 46%) 2

• Adapting to new technologies (73%) 3, organizational change (59%) 3, and delivering more compelling content (80%) 4 are important to staying relevant as the industry evolves

Though technological advancements are seen as necessary, German Marketers prioritize privacy • New technologies are seen as impacting how audiences are reached and how marketing effectiveness is analyzed

(63%) 5. However, Marketing is still seen as interruptive (34% [welcome],) 6 and marketers are not embracing hyper personalization – (52% [embrace]) 7

• Marketers agree it is critical for marketers to be skilled in mobile (69%) 3. Despite their popularity, the need to deliver across wearables (45%) 8 is not as important

• German marketers are mixed about how they use data - while some primarily rely on data when making strategy (37%) 1, others primarily rely on intuition (42%) 1. Still, big data and marketing measurement are seen as critical marketing functions 3 years from now (46%) 9

Questions Referenced: 1 (Q1) 2 (Q20) 3 (Q27) 4 (Q22) 5 (T5) 6 (Q16) 7 (T12) 8 (Q28) 9 (Q9)


KEY FINDINGS (continued)As IoT enables marketing to permeate consumers’ lives, marketers are looking to adapt to new technology to stay relevant for consumers• Delivering a consistent customer experience on mobile and wearables 3 will be more important in the future for

German marketers (92% apps, 91% websites, 83% social media and 71% wearables)

• German marketers are ready to implement new technologies to stay ahead (UK 58%, FR 68%, DE 67%)8

As the marketing function increases in influence and new technology drives changes, German marketers see a shift in priorities • German marketers see marketing’s influence on strategy growing (FR 73%, DE 63%, UK 61%) 7

• The increase in influence of marketing in the past five years (71%) 1 is apparent; new technology implementation is key to success (79%)4

• Digital Marketers are the most underrepresented role (33%) 5 – and this role continues to be the top area for hiring need year over year 6

Questions Referenced: 1 (Q17) 2 (Q28) 3(Q29) 4 (Q16) 5 (Q12) 6 (T14) 7 (T1) 8 (Q1)

74% believe marketing is at the beginning of a golden age

72% of EMEA believe marketing is at the beginning

of a golden age


50%

11%

50%

89%

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…

AcceleratingSlowing

…and that change is happening

Gradually

86% of EMEA describe the pace of change as

accelerating while 49% of EMEA describe it as

dramatic


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

91% see the changes in marketing as an opportunity

87% of EMEA see the changes in marketing as an opportunity


… with almost 7 in 10 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

68%64%

34% 32%

10%

Top Descriptions Around Industry Changes

56% 55% 44% 32% 16%

EMEA


58% 48% 38% 38% 30% 20%

63%

52%

46%

39%

24%

13%

New technologies are a driving force behind industry change in Germany

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

Forces of ChangeEMEA


I am more open to experimenting and taking risks

I am more comfortable adopting new technologies once they become mainstream

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

The line between digital and traditional marketing is not as clear-cut anymore

Mobile is a critical element for marketers to get right

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

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

56%

57%

57%

57%

58%

60%

68%

…And impact 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 (% Top Two Box)

EMEA

69%

60%

57%

55%

59%

56%

57%


The advancements in tech, mobile and social are underscore the importance of change and adaption

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

Marketers need to be more data-focused to succeed

Marketing success is dependent on organizational change

Marketers need reassurance in their ability to deliver results

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

55%

59%

60%

62%

69%

73%

73%

Attitudes on Marketers (% Top Two Box)

EMEA

74%

70%

70%

61%

56%

53%

58%


Tech advancements also drive the change in consumers’ expectations as the need for more compelling content grows

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

Consumers expect an immediate response to any post or query

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

Consumers expect more compelling content

60%

64%

64%

68%

72%

73%

80%

EMEA

77%

72%

78%

69%

69%

65%

62%


As such, new technologies are key to success

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 permeating every aspect of consumers’ lives

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

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

Marketing is increasingly responsible for revenue contribution

Marketers need to be prepared to implement new technology to succeed

34%

53%

55%

66%

66%

67%

70%

71%

79%

Attitudes on Marketing/Marketers (% Top Two Box)

EMEA

78%

69%

70%

71%

72%

58%

55%

52%

39%


The marketing function has increased in influence in the past five years

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

Influence of Marketing

71%Increase

d

5%Decreas

ed

24%Unchange

d73% of EMEA note an increase

in marketing function

influence in the past five years


43%

24%

17%

7%4%

3%

Strongly/Very Strongly

Moderately

Slightly/Not At All7% 11%

36% 26%

57%63%

Influence on corporate strategy remains strong, with a quarter saying marketing contributes most 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

20152014

Strongly/Very Strongly 68% 65%

EMEA41% 25% 17% 7% 4% 4%

EMEA

17ADOBE | DIGITAL ROADBLOCK REFRESH 2015Q26. How do you feel about your own ability to keep up with the changes happening in marketing?

29% of marketers worry about their ability to keep up

37% of EMEA worry about their ability to keep up


German marketers are more worried about their company’s ability to keep up than their own

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?

63%Not

worried

37%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?

71%Not

worried

29%Worrie

d

43% of EMEA is

worried about their

company

37% of EMEA is

worried about themselves


Marketers struggle with a multitude of trends and technologies with big data being most challenging

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

Challenging Trends and Technologies

25%

19% 19% 18% 17% 17% 16% 15%

24% 19% 16% 17% 18% 18% 16% 12%

EMEA


14%

9%

10%

11%

12%

10%

11%

10%

10%

21%

22%

24%

26%

27%

29%

30%

32%

33%

Unsurprisingly then, 1 in 3 cite shortages in tech and data related roles

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

35% 28%

19% 25%

26% 22%

27% 21%

29% 28%

26% 26%

19% 20%

13% 15%

20% 17%

Need for Hires

2014 2015Overrepresented

Digital Marketer

Data Analyst

Mobile Marketer

SEO Marketer

Direct Marketer/Sales

Creative Services

eCommerce Manager

Content Marketer

Event Marketer

EMEA

31%

31%

33%

25%

25%

28%

27%

23%

22%


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

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

Perceptions of Ideal Marketer vs. Self

58%

37%

4%1% 0%

32%

61%

5%2% 0%

Ideal, successful marketer YourselfEMEA

38% 56%57% 30% 4% 11% 1% 2% 1% 0%

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.

45% of German marketers say it’s important to deliver a consistent customer experience on wearables

Only 8% are currently solving for it

53% of EMEA says it’s important to deliver a consistent customer

experience on wearables however only 9% are currently solving for it


50% 15%89% 51% 88% 65% 81% 49% 66% 20% 55% 10% 53% 9%87% 41%

90%86% 84% 81%

58% 56%

45% 45%

56%48%

66%

52%

13%9% 8%

12%

Importance Use

There is a disconnect between importance and delivery in cross-platform consistency

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)

EMEA


7 in 10 see delivery of consistent customer experience on wearables to be important in 3 years

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

92% 91%

83% 82%

71% 69%66% 65%

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

90% 89% 83% 85% 69% 71% 64% 64%

EMEA


The need to adapt is immediate: IOT and native advertising are projected to be more 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

45%

36%39% 41%

49% 48% 49%

55%51%

46%44% 43%

41% 40% 38% 38% 37% 37%

Next 12 months Next 3 years

46%

45%

52%

36%

41%

39%

55%

36%

44%

40%

48%

37%

49%

38%

40%

41%

52%

34%

EMEA


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)

19%

22% 22% 22%24% 25% 26% 27% 28%

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

EMEA


Lack of resources and company resistance 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

Not having a seat at the table when decisions are made

My company not experiencing market success

Organizational inability to adapt

Misalignment between company priorities and my professional goals

Lack of training in new marketing skills

Dysfunction and friction over priorities across the company

Company resistance trying new programs that may fail

Lack of resources/budget

12%

14%

14%

16%

21%

24%

28%

45%

Lack of resources/budget was also the top concern in

2014 EMEA

42%

22%

19%

28%

14%

15%

12%

9%

APPENDIX


32%

26%

26%

9%

68%

74%

74%

91%

Changes are 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

Opportunity: 87%Beginning: 72%

Well prepared: 64%Driver: 54%

EMEA


German marketers feel they have the skills needed 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 data when making decisions about marketing strategies

I primarily rely on my intuition 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

17%

21%

37%

42%

50%

67%

67%

67%

Self Assessment (% Top Two Box)

EMEA

65%

64%

61%

52%

45%

47%

30%

24%


49% 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?

10%

41%34%

12%

3%

Never

Past year

Past month

Past week

Yesterday

Familiarity with New Marketing Terms

53% of EMEA claim to have heard

about a new marketing channel or term within the

past month


German marketers see their company structures as 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?

71%Well set up

29%Not well set up

How well is your company’s organization structure set up to meet marketing changes?

66% of EMEA believe

company structures are

well set up


78% 77% 75%

64%

43% 43% 41%36%

54% 56%

49% 49%45%

52%

44%

57%

Confidence Delivery

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

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 in Devices/Channels (% Top Two Box)

68%

54%

73%

52%

66%

49%

77%

53%

44%

53%

49%

50%

43%

54%

39%

54%

EMEA


46%

37% 36% 35%32% 31% 30% 29%

27%

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)

44% 37% 35% 35% 31% 31% 33% 31% 30%

EMEA


80% of German 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?

66% of EMEA believe they have all the

skills and resources needed for

success as a marketer

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

80%Yes

20%No


Still, they realize the need for skill development – 46% 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 industry publications/websites

Learn from marketing colleagues in my company

Experimentation or trial and error

Learn from industry peers from other companies

Learn from attending training seminars

1%

7%

26%

29%

30%

31%

37%

41%

46%

Skills Training EMEA

44%

37%

36%

28%

29%

28%

26%

12%

3%


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

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

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

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

Change the way we communicate with our customers

5%

7%

7%

7%

8%

8%

10%

11%

12%

13%

Future Determinants of Marketing Effectiveness EMEA

11%

14%

9%

9%

8%

7%

9%

7%

7%

5%


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

Sales IT New product development Finance Human resources Other

44%

31%

10%7% 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)

37% 30% 16% 9% 6% 2%

EMEA


…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 IT New Product Development Finance Human Resources

9%16% 16%

24% 27%

38%

43% 45%

53% 50%

53%41% 39%

23% 23%

Poor Average ExcellentEMEA

Dynamic between Marketing and Other Departments

54% 42% 44% 33% 30%% Excellent

Date post:	14-Aug-2015
Category:	Documents
Upload:	adobe-marketing-cloud
View:	86 times
Download:	0 times

Adobe Digital Roadblock Report 2015 - Germany

Documents