1. © Copyright 2015 Adobe Systems Incorporated. All rights reserved.
DIGITAL ROADBLOCK:
2015 EMEA Refresh
June 2015

2. 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 = +/- 4.6
Language: U.K. English
Margin of Error = +/- 4.6
Margin of Error (total sample) = +/- 2.6

3. KEY INSIGHTS

4. 4ADOBE | DIGITAL ROADBLOCK REFRESH 2015
KEY FINDINGS
German 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)

5. 5ADOBE | DIGITAL ROADBLOCK REFRESH 2015
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)

6. 74% believe marketing is at the
beginning of a golden age
72% of EMEA believe marketing is at
the beginning of a golden age

7. 7ADOBE | DIGITAL ROADBLOCKREFRESH 2015
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

8. 8ADOBE | DIGITAL ROADBLOCKREFRESH 2015
Q19. Which of the followingbest 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

9. 9ADOBE | DIGITAL ROADBLOCKREFRESH 2015
… 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)
68%
64%
34% 32%
10%
Challenged Optimistic Excited Encouraged Struggling to keep
up
Top Descriptions Around Industry Changes
56% 55% 44% 32% 16%
EMEA

10. 10ADOBE | DIGITAL ROADBLOCKREFRESH 2015
58% 48% 38% 38% 30% 20%
63%
52%
46%
39%
24%
13%
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
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 Change
EMEA

11. 11ADOBE | DIGITAL ROADBLOCKREFRESH 2015
56%
57%
57%
57%
58%
60%
68%
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
…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%

12. 12ADOBE | DIGITAL ROADBLOCKREFRESH 2015
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
55%
59%
60%
62%
69%
73%
73%
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
Attitudes on Marketers (% Top Two Box)
EMEA
74%
70%
70%
61%
56%
53%
58%

13. 13ADOBE | DIGITAL ROADBLOCKREFRESH 2015
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)
60%
64%
64%
68%
72%
73%
80%
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
EMEA
77%
72%
78%
69%
69%
65%
62%

14. 14ADOBE | DIGITAL ROADBLOCKREFRESH 2015
As such, new technologies are key to success
Q16. Please indicate whether you disagree or agree with the followingstatements about the state of your industry.
34%
53%
55%
66%
66%
67%
70%
71%
79%
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
Attitudes on Marketing/Marketers (% Top Two Box)
EMEA
78%
69%
70%
71%
72%
58%
55%
52%
39%

15. 15ADOBE | DIGITAL ROADBLOCKREFRESH 2015
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%
Increased
5%
Decreased
24%
Unchanged73% of EMEA
note an increase in
marketing function
influence in the past
five years

16. 16ADOBE | DIGITAL ROADBLOCKREFRESH 2015
43%
24%
17%
7%
4%
3%
Sales Marketing New product
development
IT Human
resources
Finance
Strongly/Very Strongly
Moderately
Slightly/Not At All 7% 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%
EMEA
41% 25% 17% 7% 4% 4%
EMEA

17. 17ADOBE | DIGITAL ROADBLOCKREFRESH 2015
Q26. 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

18. 18ADOBE | DIGITAL ROADBLOCKREFRESH 2015
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%
Worried
43% of EMEA is
worried about
their company
37% of EMEA is
worried about
themselves

19. 19ADOBE | DIGITAL ROADBLOCKREFRESH 2015
Marketers struggle with a multitude of trends and
technologies with big data being most challenging
Q10. Which of the followingtrends 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%
Big data and
Marketing
measurement
Social marketing Cross-channel
marketing
Creativity and
Innovation in
marketing programs
Real-time marketing Personalization and
Targeting
E-Commerce Media mix planning
24% 19% 16% 17% 18% 18% 16% 12%
EMEA

20. 20ADOBE | DIGITAL ROADBLOCKREFRESH 2015
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 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
35% 28%
19% 25%
26% 22%
27% 21%
29% 28%
26% 26%
19% 20%
13% 15%
20% 17%
Need for Hires
2014 2015
Overrepresented
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%

21. 21ADOBE | DIGITAL ROADBLOCKREFRESH 2015
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%
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
EMEA
38% 56%57% 30% 4% 11% 1% 2% 1% 0%

22. 22ADOBE | DIGITAL ROADBLOCKREFRESH 2015
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.
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

23. 23ADOBE | DIGITAL ROADBLOCKREFRESH 2015
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%
Mobile websites for a
smartphone or tablet
Mobile apps for a
smartphone or tablet
A laptop or a desktop
computer
Mobile social media
sites
Point of Sale (POS)
screens
Embedded screens Wearables Internet-connected
devices and
appliances
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 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)
EMEA

24. 24ADOBE | DIGITAL ROADBLOCKREFRESH 2015
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 devicesor channels three years from now?
92% 91%
83% 82%
71% 69%
66% 65%
Mobile apps for a
smartphone or tablet
Mobile websites for a
smartphone or tablet
Mobile social media
sites
A laptop or a desktop
computer
Wearables POS screens Embedded screens Internet-connected
devices and appliances
Future Importance in Customer Experience Delivery Across Devices (% Top Two Box)
90% 89% 83% 85% 69% 71% 64% 64%
EMEA

25. 25ADOBE | DIGITAL ROADBLOCKREFRESH 2015
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%
Big data and
Marketing
Measurement
IoT marketing Native advertising Digital Asset
Management
Personalization and
Targeting
Mobile marketing Media Mix Planning E-Commerce Real-time
marketing
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

26. 26ADOBE | DIGITAL ROADBLOCKREFRESH 2015
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%
Native advertising IoT marketing Mobile marketing Digital Asset
Management
Big data and
Marketing
Measurement
Personalization and
Targeting
Social Marketing Real-time marketing Media Mix Planning
23% 23% 25% 28% 26% 28% 29% 27% 28%
EMEA

27. 27ADOBE | DIGITAL ROADBLOCKREFRESH 2015
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
12%
14%
14%
16%
21%
24%
28%
45%
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
Lack of resources/budget was
also the top concern in 2014
EMEA
42%
22%
19%
28%
14%
15%
12%
9%

28. APPENDIX

29. 29ADOBE | DIGITAL ROADBLOCKREFRESH 2015
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 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
Opportunity: 87%
Beginning: 72%
Well prepared: 64%
Driver: 54%
EMEA

30. 30ADOBE | DIGITAL ROADBLOCKREFRESH 2015
German marketers feel they have the skills needed and are
prepared to implement new technologies
Q1. How well does each of the followingstatements apply to you and your career as a marketer?
17%
21%
37%
42%
50%
67%
67%
67%
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
Self Assessment (% Top Two Box)
EMEA
65%
64%
61%
52%
45%
47%
30%
24%

31. 31ADOBE | DIGITAL ROADBLOCKREFRESH 2015
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

32. 32ADOBE | DIGITAL ROADBLOCKREFRESH 2015
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

33. 33ADOBE | DIGITAL ROADBLOCKREFRESH 2015
78% 77% 75%
64%
43% 43% 41%
36%
54% 56%
49% 49%
45%
52%
44%
57%
Mobile websites for a
smartphone or tablet
Mobile apps for a
smartphone or tablet
A laptop or a desktop
computer
Mobile social media
sites
Embedded screens Wearables POS screens Internet-connected
devices and appliances
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 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 in Devices/Channels (% Top Two Box)
68% 54%73% 52% 66% 49%77% 53% 44% 53% 49% 50%43% 54% 39% 54%
EMEA

34. 34ADOBE | DIGITAL ROADBLOCKREFRESH 2015
46%
37% 36% 35%
32% 31% 30% 29%
27%
Brand building Customer response
management
Public relations Events Creativity and
innovation in
marketing programs
Digital advertising Content
management
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)
44% 37% 35% 35% 31% 31% 33% 31% 30%
EMEA

35. 35ADOBE | DIGITAL ROADBLOCKREFRESH 2015
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

36. 36ADOBE | DIGITAL ROADBLOCKREFRESH 2015
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.
1%
7%
26%
29%
30%
31%
37%
41%
46%
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
Skills Training
EMEA
44%
37%
36%
28%
29%
28%
26%
12%
3%

37. 37ADOBE | DIGITAL ROADBLOCKREFRESH 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)
5%
7%
7%
7%
8%
8%
10%
11%
12%
13%
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
Future Determinants of Marketing Effectiveness
EMEA
11%
14%
9%
9%
8%
7%
9%
7%
7%
5%

38. 38ADOBE | DIGITAL ROADBLOCKREFRESH 2015
More than 2 in 5 believe that partnerships with sales are
critical in making digital marketing work…
44%
31%
10%
7% 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)
37% 30% 16% 9% 6% 2%
EMEA

39. 39ADOBE | DIGITAL ROADBLOCKREFRESH 2015
…And integration across business functions can be improved
Q38. How is your marketing department’s current working dynamic with each of the following businessfunctions?
9%
16% 16%
24% 27%
38%
43% 45%
53% 50%
53%
41% 39%
23% 23%
Sales IT New Product Development Finance Human Resources
Poor Average ExcellentEMEA
Dynamic between Marketing and Other Departments
54% 42% 44% 33% 30%% Excellent