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
Marketers 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 years5 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

8ADOBE | DIGITAL ROADBLOCKREFRESH 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

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 followingstatements about the state of your industry.
39%
52%
55%
58%
69%
70%
71%
72%
78%
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
Attitudes on Marketing/Marketers (% Top Two Box)

10ADOBE | DIGITAL ROADBLOCKREFRESH 2015 Q19. Which of the followingbest 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)
56% 55%
44%
32%
16%
Challenged Optimistic Excited Encouraged Struggling to
keep up
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%
Increased
6%
Decreased
22%
Unchanged
79%
Increased
71%
Increased
68%
IncreasedUK
DE
FR

41%
25%
17%
7%
4% 4%
Sales Marketing New product
development
IT Human
resources
Finance
Strongly/Very Strongly
Moderately
Slightly/Not At All
6% 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%
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
Increased recognition of
marketing's contribution to
business success
Transformation of the
marketing function
responsibilities
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)
57%
59%
60%
60%
61%
62%
69%
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

53%
56%
58%
61%
70%
70%
74%
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
…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)
62%
65%
69%
69%
72%
77%
78%
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

Marketers feel they have the necessary skills and are
prepared to implement new technologies
Q1. How well does each of the followingstatements apply to you and your career as a marketer?
24%
30%
45%
47%
52%
61%
64%
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 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
Self Assessment (% Top Two Box)

Q26. 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
FR
Those 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%
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
Other
Ideal, successful marketer Yourself
Perceptions of Ideal Marketer vs. Self

Q28. How important is it to deliver a consistent customer experience for each of the following devicesor channels today?
Q30. Which of the followingdevices 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 followingtrends and technologies is most challenging for you as a marketer? (Select up to 3)
Trends and Technologies Challenges
24%
19%
18% 18%
17% 17% 16% 16%
Big data and
Marketing
measurement
Social marketing Real-time marketing Personalization and
Targeting
Mobile marketing Creativity and
Innovation in
marketing programs
E-Commerce Cross-channel
marketing

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 devicesor channels three years from now?
90% 89%
85% 83%
71% 69%
64% 64%
Mobile apps for a
smartphone or tablet
Mobile websites for a
A laptop or a desktop
computer
Mobile social media
sites
POS screens Wearables Embedded screens Internet-connected
devices and appliances
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
46%
40%
44%
41%
49%
52%
48%
55%
52%
45%
41% 40% 39% 38% 37% 37% 36% 36%
Big data and
Marketing
Measurement
IoT marketing Digital Asset
Management
Native advertising Mobile marketing Cross-channel
marketing
Media Mix
Planning
E-Commerce Personalization
and Targeting
Next 12 months Next 3 years

44%
37%
35% 35%
33%
31% 31% 31% 30%
Brand Building Customer Response
Management
Events Public Relations Content
Management
Creativity and
Innovation in
marketing programs
Digital Advertising Cross-channel
marketing
E-Commerce
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
14%
14%
14%
15%
19%
22%
28%
42%
Misalignment between company priorities and my professional
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
2015
Lack of resources/budget was
also the top concern in 2014

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 followingbest 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%
Worried
71% 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 followingroles 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
Underrepresented
Underrepresented
25% 26%
25% 25%
31% 26%
23% 26%
21% 20%
23% 17%
18% 23%
20% 18%
15% 15%
Need for Hires
2014 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 devicesor channels today?
Q30. Which of the followingdevices 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%
computer
Mobile apps for a
Mobile social media
sites
POS screens Embedded screens Wearables Internet-connected
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 devicesor 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%
computer
Mobile apps for a
Mobile social media
sites
POS screens Embedded screens Wearables Internet-connected
Confidence Delivery

23%
23%
25%
26% 27% 28% 28% 28%
29%
Native advertising or
endemic marketing
Internet-connected
everyday devices and
wearables, and
contextual marketing
Mobile marketing Big data and
Marketing
Measurement
Real-time marketing Personalization and
Targeting
Digital Asset
Management
Media Mix Planning Social Marketing
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.
3%
12%
26%
28%
28%
29%
36%
37%
44%
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
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)
5%
7%
7%
7%
8%
9%
9%
9%
11%
14%
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.
Future Determinants of Marketing Effectiveness

Almost 2 in 5 believe that partnerships with sales are
critical in making digital marketing work…
37%
30%
16%
9%
6%
2%
Sales IT New product development Finance Human resources Other
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 businessfunctions?
7%
12% 14% 17% 20%
39%
43% 44%
51%
50%
54%
44% 42%
33% 30%
Sales New product development IT Finance Human Resources
Poor Average Excellent
Dynamic between Marketing and Other Departments

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 followingstatements about the state of your industry.
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%
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
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 followingstatements apply to you and your career as a marketer?
Self Assessment (% Top Two Box)
23%
36%
44%
55%
53%
63%
68%
68%
17%
21%
42%
37%
50%
67%
67%
67%
31%
33%
50%
47%
53%
55%
58%
61%
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

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)
69%
62%
60%
63%
70%
52%
60%
60%
63%
68%
60%
58%
63%
60%
70%
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

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)
67%
63%
77%
68%
77%
55%
62%
69%
73%
73%
53%
60%
63%
70%
73%
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

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

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?
25%
33%
44%
27%
40%
50%
13%
24%
39%
46%
52%
63%
23%
34%
30%
40%
51%
61%
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
Forces of Change (% Top Two Box)

Adobe Digital Roadblock Report 2015 - EMEA

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (18)

Ähnlich wie Adobe Digital Roadblock Report 2015 - EMEA

Ähnlich wie Adobe Digital Roadblock Report 2015 - EMEA (20)

Mehr von Adobe Marketing Cloud

Mehr von Adobe Marketing Cloud (14)

Adobe Digital Roadblock Report 2015 - EMEA