© 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
Margin of Error = +/- 4.7
Language: U.K. English
Margin of Error = +/- 4.6
Margin of error (total sample) = +/- 2.6
4ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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)
5ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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)
6ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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)
8ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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
9ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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
11ADOBE | DIGITAL ROADBLOCK REFRESH 2015
… 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
12ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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
13ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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
14ADOBE | DIGITAL ROADBLOCK REFRESH 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
15ADOBE | DIGITAL ROADBLOCK REFRESH 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%
16ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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)
17ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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%
18ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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
20ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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
21ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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
23ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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%
24ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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)
25ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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
26ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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)
27ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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
29ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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)
30ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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
31ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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
32ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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
33ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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
34ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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
35ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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)
36ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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
37ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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
38ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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
39ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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)
40ADOBE | DIGITAL ROADBLOCK REFRESH 2015
…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
42ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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)
43ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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)
44ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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
45ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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)
46ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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%
United Kingdom Germany France
47ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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%
United Kingdom Germany France
48ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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%
United Kingdom Germany France
49ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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%
UK 79% Germany 72% France 82%
Rise of mobile/wearable taking marketing to new levels
UK 65% Germany 73% France 78%
72% Expect brands to communicate directly
UK 73% Germany 64% France 70%
69%
Demand marketing tailored to them
UK 62% Germany 68% France 76%
69%
77%
UK 74% Germany 80% France 78%
Compelling content
UK 62% Germany 60% France 64%
62%Industry leaders setting the bar high
51ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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%
United Kingdom Germany France
Forces of Change (% Top Two Box)