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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. 2 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. 3 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 © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 Key Findings (cont.) 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 © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 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? © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 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 © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 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 © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9 -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 © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10 44% of marketers worry about their ability to keep up Up from 37% in 2015 © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 Mounting Pressure on Marketers… © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13 …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. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 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 © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15 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? © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16 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 © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 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 © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19 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% 20 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 © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 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? © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22 -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. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23 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 © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24 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. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25 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. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26 68% Challenges © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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 © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28 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 © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29 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) © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30 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? © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31 Regional Highlights © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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 © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33