|[March 25, 2014]
Marketers Struggling to Reinvent Themselves in Digital Age, Adobe Study Reveals
SALT LAKE CITY --(Business Wire)--
Adobe (News - Alert) Digital Marketing Summit - While two in five
(40%) marketers stated that they want to reinvent themselves, only 14%
of those marketers actually know how to go about it, according to
research released today from Adobe (NASDAQ: ADBE). The study, Digital
Roadblock: Marketers Struggle to Reinvent Themselves, is
based on a survey of more than 1,000 marketing professionals in the
U.S. and exposes fresh insights into the attitudes and beliefs of
marketers as they struggle to redefine their roles and expand their
skills. The findings are being released today at Adobe's 12th
annual Digital Marketing Summit, a conference attracting over 5,000
Underscoring the rapid transformation of the marketing profession, 64%
of marketers expect their role to change in the next year and 81%
believe their role will change in the next three years. But the path to
reinvention remains a challenge. Respondents cited lack of training in
new marketing skills (30%) and organizational inability to adapt (30%)
among the top obstacles to becoming the marketers they aspire to be.
Risk Aversion Holding Marketers Back
Asked to describe the ideal, successful marketer 12 months from now, 54%
of marketers said they should take more risks, and 45% hope to take more
risks themselves. On the topic of new technologies, marketers are
generally playing it safe, with 65% saying they are more comfortable
adopting new technologies once they become mainstream.
The findings also highlighted a gap between marketers in companies that
spend more than 25% of their marketing budget on digital campaigns
compared to those that spend less than 10% on digital. Marketers in high
digital-spend companies are more likely to believe (82%) they need to
reinvent themselves to succeed, versus low digital-spend companies
(67%). Marketers from high-performing companies* are three times more
likely (23%) to say they know how to reinvent themselves than low
"The shift to digital requires new technology, new approaches and, in
many cases, entirely new roles for marketers," said Ann
Lewnes, chief marketing officer for Adobe. "The good news is that
marketers see the change in front of them, and understand they need to
embrace data, focus on creating personalized experiences and work across
their social, Web and mobile channels. They just need to take the
Data Seen As Important, ButNot Always Utilized
A majority of marketers (76%) agreed they need to be more data-focused
to succeed, but 49% report "trusting my gut" to guide decisions on where
to invest their marketing budgets. Seventy-two percent of marketers
agree their long-term success is tied to proving marketing return on
Seventy-four percent of marketers say that capturing and applying data
to inform and drive marketing activities is the new reality, and 69%
agree on the need to embrace "hyper personalization" (i.e., using data
to provide the right products, services and content at the right time).
Yet only 39% of marketers report using consumer data and behavior
patterns to shape marketing strategy in the past 12 months; 45% plan to
use more consumer data and behavior in the next 12 months.
"CEOs expect their CMOs to be leaders in digital business innovation and
growth, and no one has a better seat at the intersection of 'digital'
and 'customers' than marketers. So marketers must act now to transform
themselves and their organizations," said Yvonne Genovese, managing vice
president, Marketing Leaders Research, Gartner (News - Alert). "This starts with
embracing the business of digital marketing and the technology that
supports their business objectives. They also need to grasp the new data
- all focused on customers and the results of digital marketing efforts.
If they don't, they risk seeing someone else step in to lead digital."
Mobile, Multi-Channel and Personalization Becoming Bigger Priorities
Sixty-nine percent of marketers agree that mobile is a critical element
to get right. In terms of media types and platforms, 61% of marketers
see social media as the most critical area of focus 12 months from now,
followed closely by mobile at 51%. Print (9%) and TV (7%) ranked last.
Sixty-three percent of marketers said they were doing more social
marketing compared to last year, and more than half said they were doing
more direct customer engagement via e-mail (51%) and digital analytics
(51%) than they were in 2013.
These priorities are driving a shift to more investment in digital
talent within marketing organizations. Marketers cited digital/social
marketer (47%), data analyst (38%), creative services (38%) and mobile
marketer (36%) as key roles companies need to invest in over the next 12
The survey also provides insight into what specific behavior marketers
believe will make the biggest single difference in their effectiveness:
the ability to work better across channels rose to the top (21%),
followed by the ability to measure and learn from campaign effectiveness
When asked to prioritize one capability that will be most important to
their company's marketing moving forward, personalization ranked
highest. Sixty-three percent of high-performing companies say that they
are completely focused or very focused on personalizing experiences for
customers, compared to 53% of average or low-performing companies.
About Digital Roadblock: Marketers Struggle to Reinvent Themselves
The data points referenced above come from a study commissioned by
Adobe, produced by research firm Edelman (News - Alert) Berland and conducted as an
online survey among a total of 1,004 US marketers. Data was collected
between Feb. 19-27, 2014 by ResearchNow. The margin of error at the 95%
confidence level for the total sample is +/- 3.1%. Data was also broken
out by the following sub-groups: Companies with (self-reported) low or
average business performance (n=595) vs. companies with superior
business performance (n=409). Companies with high digital spend, or
where digital spend was >25% of total marketing budget (n=465), vs.
companies with low digital spend, or where digital spend was <10% of
total marketing budget (n=153).
For more information, view the infographic,
view the animated
infographic or read the full study at Digital
Roadblock: Marketers Struggle to Reinvent Themselves.
About Adobe Systems (News - Alert) Incorporated
Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.
*Companies with (self-reported) below average or average business
performance, i.e. had performed similarly to key competitors or had
recorded lower sales or revenue than key competitors (n=595) vs.
companies with superior business performance, i.e. had out-performed key
competitors in terms of sales or revenue (n=409)
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