65%
Marketers struggle to reinvent themselves.
Marketers expect their roles tochange quickly—and change won't stop.
Companies need more digital talent.
Companies are doing signi�cantly moredigital marketing than last year.
Personalization, social, and mobileare increasing in importance.
33% of marketers believe that personalization is mostimportant to their company’s marketing moving forward
% of companies increasing above activities over last year
�e bo�om line: Future marketersneed to take more risks.
65% of marketers say they are more comfortable adopting new technologies
once they become mainstream
54% of marketers believe the ideal marketer should take more risks; 45% hope to take
more risks themselves
DIGITAL ROADBLOCK:
21% of marketers believe it’s social
64% 81%Will your rolechange in the next
12 months?
Will your rolechange in the next
3 years? YesYes
21%
33%
11% of marketers believe it’s mobile
11%
#AdobeSummit
adobe.com/go/digitalroadblock
40% of marketers want to reinvent themselves
40% 14%
Barriers to change:30% don’t have the training,
30% cite organizational inability to adapt
30%
Only 14% of thosemarketers know how
Social marketing-creating communities
on social media
*63%
Direct customerengagement through email
*51%Digital
data analytics
*51%Digital ads
such as display advertising
*46%
Creatingmobile apps &
campaigns
*44%
36%
36% are searching formobile marketers
47%47% need digital and
social marketers38% need morecreative services
38% 38%
38% wantdata analysts
45%
54%
