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Adobe Digital Roadblock Report 2015 - Germany

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Adobe Digital Roadblock Report 2015 - Germany

  1. 1. © Copyright 2015 Adobe Systems Incorporated. All rights reserved. DIGITAL ROADBLOCK: 2015 EMEA Refresh June 2015
  2. 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. 3. KEY INSIGHTS
  4. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 28. APPENDIX
  29. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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

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