Download Adobe Digital Roadblock EMEA

Adobe Digital Roadblock
Report 2016
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Contents
I.
II.
III.
IV.
V.
VI.
Methodology
Key Findings
Massive Change Imposed on Marketers
Mounting Pressure on Marketers
The NEW way forward
Challenges
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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
FRANCE
GERMANY
U.K.
Language: French
Language: German
Language: UK English
Margin of Error = +/- 4.9%
Margin of Error = +/- 4.6%
Margin of Error = +/- 4.6%
Sample n=400
Sample n=451
Sample n=450
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.
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Key Findings
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
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Key Findings (cont.)
The New Way Forward
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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
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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
Self Assessment (% Top Two Box)
65%
I feel I have all the necessary skills to perform my job successfully
62%
I am very happy in my career as a marketer
60%
I am prepared to implement latest technology into everything I do as a marketer
52%
I am proud to introduce myself as a marketer
48%
I primarily rely on data when making decisions about marketing strategies
47%
I primarily rely on my intuition when making decisions about marketing strategies
33%
I worry about my ability to keep up with new technology
28%
I feel intimidated by marketers with more advanced digital marketing skills
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?
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But, optimism peaked last year…
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
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
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Change is viewed optimistically, but there is slippage
Feelings Towards Changes in the Marketing Industry
I see the marketing changes as…
20%
Threat
80%
Opportunity
Are we at the beginning or end of a golden age in marketing?
34%
End
Beginning
66%
-6%
How prepared are you for the changes in marketing?
41%
Underprepared
Well prepared
59%
Are you a driver or passenger of change?
52%
Passenger
Driver
48%
-6%
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
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-7%
Pace of change is still accelerating and is more dramatic
Feelings Towards Changes in the Marketing Industry
The pace of change in marketing is…
19%
Slowing
Accelerating
Slowing
Accelerating
End
81%
Beginning
…and that change is happening
Underprepared
44%
Well prepared
Dramatically
Gradually
Passenger
56%
+7%
Driver
While ‘Marketing Decision Makers’ agree change is happening
dramatically (56%), ‘Marketing Staff’ are more likely to say that
change is happening gradually (53%)
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
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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
Attitudes on Marketing/Marketers
(% Top Two Box <Somewhat/Strongly agree>)
64%
agree that marketing is increasingly
responsible for revenue contribution
Up 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%)
Q16. Please indicate whether you disagree or agree with the following statements about the state of your industry.
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…and the industry is changing dramatically
Attitudes on Marketing/Marketers
(% Top Two Box <Somewhat/Strongly agree>)
67%
agree that marketing is entirely
different today than when I started my
marketing career
Q16. Please indicate whether you disagree or agree with the following statements about the state of your industry.
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Influence on corporate strategy remains positive, but is slipping
Marketing Influence on Overall Business Strategy
(% Top Two Box <Strongly/Very strongly>)
-5% from 2014 to 2016
68%
65%
63%
2014
2015
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
Changes in Consumer Expectations
(% Top Two Box <Somewhat/Strongly agree>)
Consumers expect an immediate response to any post or query
74%
Consumers expect more compelling content
73%
The rise of mobile & wearable technology has taken marketing where it's never been
68%
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
Q22. How much do you disagree or agree with each of the following statements relating to consumer expectations today?
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66%
65%
64%
60%
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
Forces of Change
-7%
51%
44%
38%
New technologies impacting both how we New ways of thinking about audience
reach audiences and analyze marketing
engagement
effectiveness
37%
Challenge of "breaking through the noise"
Competition is driving a shift in my
to reach target audiences
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
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Marketers must adapt to technology advancements to keep pace
Attitudes on Marketers
(% Top Two Box <Somewhat/Strongly agree>)
73%
Marketers are expected to adapt to tech advancements to keep pace with the industry
68%
It is critical for marketers to become skilled in mobile
66%
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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60%
59%
Still, less than a third of marketers describe themselves as tech-savvy
Marketers with ‘low digital spend’ are
less likely than marketers with ‘high
digital spend’ to consider themselves
“tech savvy” (44% vs 58%)
Perceptions of Ideal Marketer vs Self
Ideal, successful marketer
Yourself
55%
52%
39%
27%
14%
7%
2%
Tech savvy - early adopter of new
technologies
Tech regular - regular user of current
technologies
Tech challenged - find it hard to keep up Tech indifferent - uninterested in new tech
with changing technologies
trends
Q3. Think about the ideal, successful marketer today. How would you describe them?
Q4. How would you describe yourself?
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
4%
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Personalization and customer centricity considered critical to delivering
standout experiences
Top 5 Focuses to Deliver a Standout Customer Experience
33%
32%
29%
21%
19%
Strong brand
identity
Employ a customercentric view
Personalized
experience
Has a clearly defined
vision and brand
positioning
Content
management
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
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Mobile growing as a critical customer channel
Future Importance in Customer Experience Delivery Across Devices
(% Top Two Box <Somewhat/Very important>)
-9%
85%
85%
82%
81%
80%
Mobile websites for a A laptop or a desktop Live customer service Mobile apps for a Mobile social media
smartphone or tablet
computer
smartphone or tablet
sites
-7%
-6%
64%
64%
64%
POS screens
Wearables
Virtual Reality
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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-7%
59%
58%
58%
57%
TV
Internet-connected
devices and
appliances
Audio
Embedded screens
Getting mobile and personalization right critical in the next year
Future Marketing Tactics
(Showing Top 10 Choices)
Next 12 months
45%
42%
Big data and
Marketing
Measurement
51%
47%
41% 41%
IoT marketing
41% 40%
Native
advertising
Next 3 years
38%
Media Mix
Planning
47%
38%
37%
E-Commerce
51%
49%
Events
36%
Real-time
marketing
53%
49%
36%
Mobile
marketing
36%
Personalization
and Targeting
36%
Digital
Advertising
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.
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Utilizing data more effectively and ability to work better across channels
critical to future marketing effectiveness
Future Determinants of Marketing Effectiveness
10%
Utilize data more effectively*
10%
Ability to work better across channels
Change the way we communicate with our customers
9%
Openness to engaging directly with customers
9%
7%
Ability to personalize and customize
Faster time to market
7%
Willingness to take more risks
7%
6%
Better story-telling
Elevating the visibility and influence of marketing within the company
6%
Ability to train on new skills
6%
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
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Big data and IoT on the rise as tactical priorities
Future Marketing Tactics
(Showing Top 10 Choices)
Next 12 months
47%
45%
42%
Big data and
Marketing
Measurement
51%
41% 41%
IoT marketing
41% 40%
Native
advertising
38%
Media Mix
Planning
Next 3 years
47%
38%
E-Commerce
51%
49%
37%
Events
36%
Real-time
marketing
53%
49%
36%
Mobile
marketing
36%
Personalization
and Targeting
36%
Digital
Advertising
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.
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Proliferation of channels a major force for change
Attitudes on Marketing/Marketers
(% Top Two Box <Somewhat/Strongly agree>)
73%
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
68%
Up from #5 in 2015
67%
Marketing is entirely different today than when I started my marketing career
Marketing is increasingly permeating every aspect of consumers’ lives
Down from #2 in 2015
Marketing has changed more in the past year than in the previous 5
64%
57%
Marketing is changing faster than any other business function
54%
Marketing today is all about mobile and internet-connected devices
54%
Marketing is shifting from interruptive to welcomed according to consumers
42%
Q16. Please indicate whether you disagree or agree with the following statements about the state of your industry.
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68%
Challenges
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Budget still a major perceived barrier
Barriers to Delivering a Standout Customer Service Experience
39%
18%
Budget too
small
17%
16%
16%
16%
Lack of access
Unclear
Not enough Unrealistic and Not embracing
to cutting-edge marketing focus on mobile exploding
cutting-edge
tools
vision/strategy
demands on
technology
marketing
14%
14%
14%
14%
Lack of
marketing
acumen
Not oriented to
current speed
of business
Lack of
alignment
between
departments
Not utilizing
big data
Q46: What’s keeping your organization from delivering a standout customer experience from its competitors?
*New question added in 2016 – trending not available
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Disconnect between perceived importance and performance in areas
such as mobile
Importance vs. Use of Devices/Channels
(% Top Two Box <Somewhat/Very important>)
Importance
86%
84%
83%
81%
80%
-12%
-10%
Use
62%
-8%
59%
53%
41%
42%
54%
52%
51%
41%
31%
18%
A laptop or a desktop Mobile websites for a *Live customer
Mobile social media Mobile apps for a
computer
smartphone or tablet service interaction
sites
smartphone or tablet
POS screens
18%
*TV
16%
*Audio
12%
*Virtual Reality
10%
Embedded screens
*New category 2016
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
Trends and Technologies Challenges
25%
17%
Big data and
Marketing
measurement
16%
Social marketing Real-time marketing
15%
Cross-channel
marketing
14%
14%
14%
13%
13%
Mobile marketing Customer response Personalization and Internet-connected Media mix planning
management
Targeting
everyday devices
and wearables, and
contextual
marketing
Q10. Which of the following trends and technologies is most challenging for you as a marketer? (Select up to 3)
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13%
Brand building
1 in 3 cite shortages in Data Analysts as an issue…
Need for Hires
Representation of Roles
Overrepresented
14%
Underrepresented
Mobile Marketer
16%
Digital/Social Marketer
16%
Data Analyst
2014
2015
2016
32%
25%
26%
25%
31%
31%
26%
29%
25%
25%
27%
30%
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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Regional Highlights
France
French 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
Germany
German 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)
UK
Like 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
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