adobe digital roadblock emea
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Digital Roadblock Report 2016
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Contents
I. MethodologyII. Key FindingsIII. Massive Change Imposed on MarketersIV. Mounting Pressure on MarketersV. The NEW way forwardVI. Challenges
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Methodology
§ Online survey among a total of 1,301 European marketers§ Research managed by Edelman Intelligence§ Fieldwork: July 20 - August 2, 2016§ This study is a refresh of research conducted among comparable audiences in both
2014 and 2015
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FRANCE GERMANY U.K.
Language: French
Margin of Error = +/- 4.9%
Sample n=400 Sample n=451 Sample n=450
Language: German
Margin of Error = +/- 4.6%
Language: UK English
Margin of Error = +/- 4.6%
Margin of error (total sample) = +/- 2.7%*
*While MOE stands at +/- 2.7% at the 95% confidence interval among total sample, results in the report only include wave-over-wave differences at or above 6% to ensure changes reported are meaningful. All significant differences below 6% are included in the notes section.
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Massive Change Imposed on Marketers§ Pace of change is accelerating
§ Half of marketers still report feeling “challenged” and “optimistic” about the changes happening in the industry, but those feeling more “nervous” and “pessimistic” are increasing
§ Additionally, significantly more marketers report they are worried about their ability to keep up
Mounting Pressure§ Internally, a large majority report feeling more responsibility for revenue contribution and over time feel
marketing has less influence over their organization’s overall strategy
§ Externally, everyday marketers are dealing with high expectations from consumers
Key Findings
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The New Way Forward§ New technologies are the #1 driver of change in the industry
§ Large majority of marketers say they need to be prepared to implement new technology to succeed
§ Big data is: • #1 challenge for marketers now• #1 determinant of future success for marketers• #1 most critical tactic marketers should be focusing on three years from now
§ Mobility, the need for customer-centricity, and personalization are considered critical factors in delivering standout customer experiences and shaping the direction of marketing going forward
Challenges§ Beyond budget limitations, delivering on mobile and Big Data still perceived as challenges
Key Findings (cont.)
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Massive change imposed on marketers
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Most marketers feel prepared and happy in their career
7
28%
33%
47%
48%
52%
60%
62%
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 prepared to implement latest technology into everything I do as a marketer
I am very happy in my career as a marketer
I feel I have all the necessary skills to perform my job successfully
Self Assessment (% Top Two Box)
Marketers with ‘High Digital Spend’ are more likely to be happy in their career
(67% vs 48% among ‘low digital spend’ marketers)Q1. How well does each of the following statements apply to you and your career as a marketer?
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
But, optimism peaked last year…
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Q19. Which of the following best describes how you feel about the changes happening within the marketing industry? We are at the start of a golden age of
marketing / We are at the end of the golden age of marketing
The majority of marketers are optimistic about the profession...
66% believe marketing is at the beginning of a golden
age compared to 72% last year
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Change is viewed optimistically, but there is slippage
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Q19. Which of the following best describes how you feel about the changes happening within the marketing industry?
Arrows denote a statistically significant change from 2015 to 2016 at a 95% confidence interval
52%
41%
34%
20%
48%
59%
66%
80%
Feelings Towards Changes in the Marketing Industry
I see the marketing changes as…
Are we at the beginning or end of a golden age in marketing?
How prepared are you for the changes in marketing?
Are you a driver or passenger of change?
OpportunityThreat
BeginningEnd
Well preparedUnderprepared
DriverPassenger
-7%
-6%
-6%
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Pace of change is still accelerating and is more dramatic
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Q19. Which of the following best describes how you feel about the changes happening within the marketing industry?
Arrows denote a statistically significant change from 2015 to 2016 at a 95% confidence interval
Feelings Towards Changes in the Marketing Industry
The pace of change in marketing is… AcceleratingSlowing
BeginningEnd
Well preparedUnderprepared
DriverPassenger
44%
19%
56%
81%
DramaticallyGradually
AcceleratingSlowing
…and that change is happening
+7%
While ‘Marketing Decision Makers’ agree change is happening dramatically (56%), ‘Marketing Staff’ are more likely to say that
change is happening gradually (53%)
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44% of marketers worry about their ability to keep up
Up from 37% in 2015
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Mounting Pressure on Marketers…
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More revenue pressure
13
Attitudes on Marketing/Marketers (% Top Two Box <Somewhat/Strongly agree>)
Q16. Please indicate whether you disagree or agree with the following statements about the state of your industry.
64% agree that marketing is increasingly responsible for revenue contributionUp from #5 ranked statement in 2015 to #3 in 2016
Marketers with ‘low digital spend’ are less likely to say this compared to Marketers with ‘high digital spend’ (58% vs 69%)
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Attitudes on Marketing/Marketers (% Top Two Box <Somewhat/Strongly agree>)
Q16. Please indicate whether you disagree or agree with the following statements about the state of your industry.
…and the industry is changing dramatically
67% agree that marketing is entirely different today than when I started my marketing career
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Influence on corporate strategy remains positive, but is slipping
15
68%
65%63%
2014 2015 2016
Marketing Influence on Overall Business Strategy (% Top Two Box <Strongly/Very strongly>)
-5% from 2014 to 2016
QT1. How much does your marketing department influence your company’s overall business strategy?Arrows denote a statistically significant change from 2015 to 2016 at a 95% confidence interval
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Consumer expectations are high
16
74%
73%
68%
66%
65%
64%
60%
Consumers expect an immediate response to any post or query
Consumers expect more compelling content
The rise of mobile & wearable technology has taken marketing where it's never been
Consumers expect brands to communicate directly to them
Consumers demand marketing that is tailored uniquely to them
Consumers expect to engage with brands 24/7
Industry leaders are setting the bar high for consumer expectations for all brands
Changes in Consumer Expectations (% Top Two Box <Somewhat/Strongly agree>)
Q22. How much do you disagree or agree with each of the following statements relating to consumer expectations today?
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The New Way Forward
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
New technologies continue to be the #1 driving force behind industry change
18
51%
44%38% 37%
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
QT5. What are some of the driving forces behind the change in the marketing industry? (Select all that apply)Not reported: Increased recognition of marketing's contribution to business success (29%), Transformation of the marketing function responsibilities (26%)
Arrows denote a statistically significant change from 2015 to 2016 at a 95% confidence interval
Forces of Change-7%
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Marketers must adapt to technology advancements to keep pace
19
73%
68%
66%
60%
59%
Attitudes on Marketers (% Top Two Box <Somewhat/Strongly agree>)
Marketers are expected to adapt to tech advancements to keep pace with the industry
It is critical for marketers to become skilled in mobile
Younger generation of marketers brings greater understanding of social/mobile marketing
Marketers need to be more data-focused to succeed
We won’t succeed unless we have a successful digital marketing approach
Q27. Please indicate whether you disagree or agree with the following statements
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Still, less than a third of marketers describe themselves as tech-savvy
20
52%
39%
7%2%
27%
55%
14%
4%
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
Ideal, successful marketer Yourself
Perceptions of Ideal Marketer vs Self
Q3. Think about the ideal, successful marketer today. How would you describe them?Q4. How would you describe yourself?
Marketers with ‘low digital spend’ are less likely than marketers with ‘high
digital spend’ to consider themselves “tech savvy” (44% vs 58%)
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalization and customer centricity considered critical to delivering standout experiences
21
33% 32%29%
21%19%
Strong brand identity
Employ a customer-centric view
Personalized experience
Has a clearly defined vision and brand
positioning
Content management
Top 5 Focuses to Deliver a Standout Customer Experience
Q44: How focused is your organization on providing your target audience a customer journey that fully embraces and utilizes digital technology?Q45: What are the top three things your organization focuses on to deliver a standout customer experience?*New questions added in 2016 – trending not available
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile growing as a critical customer channel
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85% 85% 82% 81% 80%
64% 64% 64%59% 58% 58% 57%
Mobile websites for a smartphone or tablet
A laptop or a desktop computer
Live customer service Mobile apps for a smartphone or tablet
Mobile social media sites
POS screens Wearables Virtual Reality TV Internet-connected devices and appliances
Audio Embedded screens
Future Importance in Customer Experience Delivery Across Devices (% Top Two Box <Somewhat/Very important>)
-7%
-9%
-7%-6%
Q29. How important will it be to deliver a consistent customer experience for each of the following devices or channels three years from now?
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Getting mobile and personalization right critical in the next year
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42% 41% 41%
47%51%
47% 49% 51% 49%53%
45%41% 40% 38% 38% 37% 36% 36% 36% 36%
Big data and Marketing
Measurement
IoT marketing Native advertising
Media Mix Planning
E-Commerce Events Real-time marketing
Mobile marketing
Personalization and Targeting
Digital Advertising
Next 12 months Next 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(Showing Top 10 Choices)
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Utilizing data more effectively and ability to work better across channels critical to future marketing effectiveness
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Future Determinants of Marketing Effectiveness
10%
10%
9%
9%
7%
7%
7%
6%
6%
6%
Utilize data more effectively*
Ability to work better across channels
Change the way we communicate with our customers
Openness to engaging directly with customers
Ability to personalize and customize
Faster time to market
Willingness to take more risks
Better story-telling
Elevating the visibility and influence of marketing within the company
Ability to train on new skills
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) *Response option reworded in 2016, trending data not available
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Big data and IoT on the rise as tactical priorities
25
42% 41% 41%
47%51%
47% 49% 51% 49%53%
45%41% 40% 38% 38% 37% 36% 36% 36% 36%
Big data and Marketing
Measurement
IoT marketing Native advertising
Media Mix Planning
E-Commerce Events Real-time marketing
Mobile marketing
Personalization and Targeting
Digital Advertising
Next 12 months Next 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(Showing Top 10 Choices)
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Proliferation of channels a major force for change
26
73%
68%
68%
67%
64%
57%
54%
54%
42%
Attitudes on Marketing/Marketers (% Top Two Box <Somewhat/Strongly agree>)
Marketers need to be prepared to implement new technology to succeed
Digital tools and proliferation of channels are fundamentally changing the nature of marketing
Marketing is increasingly responsible for revenue contribution
Marketing is entirely different today than when I started my marketing career
Marketing is increasingly permeating every aspect of consumers’ lives
Marketing has changed more in the past year than in the previous 5
Marketing is changing faster than any other business function
Marketing today is all about mobile and internet-connected devices
Marketing is shifting from interruptive to welcomed according to consumers
Q16. Please indicate whether you disagree or agree with the following statements about the state of your industry.
Down from #2 in 2015
Up from #5 in 2015
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Challenges
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Budget still a major perceived barrier
28
39%
18% 17% 16% 16% 16% 14% 14% 14% 14%
Budget too small
Lack of access to cutting-edge
tools
Unclear marketing
vision/strategy
Not enough focus on mobile
Unrealistic and exploding
demands on marketing
Not embracing cutting-edge technology
Lack of marketing
acumen
Not oriented to current speed
of business
Lack of alignment between
departments
Not utilizing big data
Barriers to Delivering a Standout Customer Service Experience
Q46: What’s keeping your organization from delivering a standout customer experience from its competitors?*New question added in 2016 – trending not available
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Disconnect between perceived importance and performance in areas such as mobile
29
Importance vs. Use of Devices/Channels (% Top Two Box <Somewhat/Very important>)
86% 84% 83% 81% 80%
62%59%
54% 52% 51%53%
41% 42% 41%
31%
18% 18% 16%12% 10%
A laptop or a desktop computer
Mobile websites for a smartphone or tablet
*Live customer service interaction
Mobile social media sites
Mobile apps for a smartphone or tablet
POS screens *TV *Audio *Virtual Reality Embedded screens
Importance Use
*New category 2016
-10%
-12%
-8%
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.
Arrows denote a statistically significant change from 2015 to 2016 at a 95% confidence interval
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Despite focus on big data, its practice remains a challenge
30
Trends and Technologies Challenges
25%
17%16% 15% 14% 14% 14% 13% 13% 13%
Big data and Marketing
measurement
Social marketing Real-time marketing Cross-channel marketing
Mobile marketing Customer response management
Personalization and Targeting
Internet-connected everyday devices
and wearables, and contextual marketing
Media mix planning Brand building
Q10. Which of the following trends and technologies is most challenging for you as a marketer? (Select up to 3)
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1 in 3 cite shortages in Data Analysts as an issue…
31
14%
16%
16%
32%
31%
30%
Mobile Marketer
Digital/Social Marketer
Data Analyst
Representation of Roles
Underrepresented
25% 26% 25%
31% 26% 29%
25% 25% 27%
Need for Hires
2015 2016Overrepresented 2014
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?
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Regional Highlights
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FranceFrench marketers feel most strongly about the need to implement new technologies in marketing§ The majority (74%) believe that marketing strongly influences business strategy (compared to 55% in the UK and 60% in DE)
§ As a result, nearly 8 in 10 say marketers need to be prepared to implement new tech to succeed (compared to 74% in the UK and 69% in DE)
In addition to placing high importance on new tech, French marketers are most likely to see the need for understanding data§ 7 in 10 say marketers need to be more data - focused to succeed (compare to 60% in UK and 52% in DE) France
GermanyGerman marketers are the least likely to rely on data§ 40% report they rely on data when making decisions about marketing strategy (compared to 49% in the UK and 57% in FR)
UKLike French colleagues, majority of marketers in UK feel need to implement new tech for success§ 71% say digital tools and channels are changing the nature of marketing
§ More than half (54%) say one of the driving forces behind change in marketing is new tech impacting how they reach audiences and analyze market effectiveness
Regional Highlights
33