inShareBy Mark Zablan on 2 July 2015 

Changes—whether they be envi­ron­men­tal, emo­tional, behav­ioral, etc.—have been a source of dra­matic uncer­tainty since the begin­ning of time. Debris on the motor­way affect­ing your morn­ing drive? Air tur­bu­lence chang­ing the com­fort of your recent busi­ness trip? Your mother in law’s pres­ence chang­ing the dynamic in your house­hold? The frus­trat­ing road­blocks that too often crop up in life can almost always be pin­pointed on some ele­ment of change.
And so too for mar­keters, as I’m out every day speak­ing to top brands across Europe, the resound­ing theme I hear time and again is how busi­nesses will be able to adapt to and suc­ceed amidst change. New and evolv­ing tech­nolo­gies are too often to blame for the dig­i­tal road­blocks fac­ing Euro­pean mar­keters today—and as the leader in dig­i­tal mar­ket­ing technology—Adobe has once again taken the pulse of mar­keters across Europe to bet­ter under­stand how they are being impacted by these dra­matic changes.
In the Adobe Dig­i­tal Road­block Report 2015, we sur­veyed 1,311 mar­keters across the UK, Ger­many and France—with top insights emerg­ing around:
Mar­keters are see­ing their indus­try trans­form­ing at a rapid pace – the face of mar­ket­ing is changing
Roughly 5 in 6 mar­keters (86%) feel the pace of change is accel­er­at­ing and over half (58%) believe mar­ket­ing has changed more in the past year than in the pre­vi­ous 5 years.

7 in 10 mar­keters believe mar­ket­ing is entirely dif­fer­ent today than when they started their mar­ket­ing career and that dig­i­tal tools and pro­lif­er­a­tion of chan­nels are fun­da­men­tally chang­ing the nature of marketing.

The reac­tion to these changes is over­whelm­ingly positive
Seventy-two per­cent agree they are at the start of a golden age of mar­ket­ing and most see this is an oppor­tu­nity rather than a threat (87%).

Mar­keters describe feel­ing chal­lenged (56%) and opti­mistic (55%).

Marketing’s busi­ness influ­ence and impact is seen as increasing
Seventy-three per­cent believe the mar­ket­ing func­tion has increased in influ­ence in the past 5 years and mar­ket­ing is seen to strongly influ­ence over­all busi­ness strat­egy (65%).

Sixty-nine per­cent agree that mar­ket­ing is increas­ingly respon­si­ble for rev­enue contribution.

New tech­nolo­gies are trans­form­ing how mar­keters inter­act with their audi­ences; mar­keters must mas­ter these tech­nolo­gies to stay relevant
Mar­keters believe that internet-connected devices enable mar­ket­ing to per­me­ate every aspect of con­sumer life (69%) and mar­keters must become skilled in mobile 2 (70%) to reach these consumers.

Tech­nol­ogy is con­tribut­ing to the change in con­sumer expec­ta­tions – con­sumers now expect imme­di­ate responses (78%), com­pelling con­tent (77%), uniquely tai­lored mar­ket­ing (69%) and 24/7 engage­ment with brands (65%).

Mobile is most impor­tant to mar­keters now. Wear­able and the inter­net of things will be cru­cial in the future.
72% believe the rise of mobile and wear­able tech­nol­ogy has taken mar­ket­ing into new ter­ri­tory and 52% believe mar­ket­ing today is all about mobile and internet-connected devices.

While mobile and mar­ket­ing for com­put­ers will con­tinue to be impor­tant 3 years from now, it is wear­ables, IOT, and embed­ded screens that will see the largest shift in impor­tance for marketers.

Tech­nol­ogy has changed how mar­ket­ing effec­tive­ness is measured
Nearly 3 in 5 (58%) believe new tech­nolo­gies are chang­ing how they reach audi­ences and ana­lyze mar­ket­ing effectiveness.

60% agree cap­tur­ing and apply­ing data to inform and drive mar­ket­ing activ­i­ties is the new reality.

59% agree that data (met­rics from dig­i­tal ads, cam­paigns, web­site, etc.) are infor­ma­tive in evolv­ing their company’s mar­ket­ing creative .

Mar­keters are open to imple­ment­ing tech­nol­ogy (64%), and tak­ing risks (57%) – how­ever there is reluc­tance around adopt­ing tech­nol­ogy that is not yet mainstream.
Change is imper­a­tive. Mar­keters expect to adapt to tech advance­ments to keep pace with the indus­try (74%).

Although these changes are wel­come and many feel opti­mistic, there is still con­cern around both their com­pa­nies and their own abil­i­ties to meet these changes
66% say their com­pany is some­what to very well set up to deal with changes – of those only 10% say it is set up very well to do so.

Being tech-savvy – an early adopter of tech­nol­ogy – is seen as key for an ideal suc­cess­ful mar­keter (57%), yet only 30% describe them­selves in these terms.

Mar­keters see their com­pa­nies as per­form­ing well on tra­di­tional mar­ket­ing activ­i­ties, but they are under­per­form­ing on activ­i­ties mar­keters iden­tify as most crit­i­cal in the years to come, (big data, IoT, endemic mar­ket­ing, and mobile mar­ket­ing). These areas are also among those found to be most chal­leng­ing for marketers.

I think we can all relate to these themes and, at Adobe, our job is to help knock down the dig­i­tal road­blocks of today—partnering with you to build a dig­i­tal roadmap to help you cap­i­tal­ize on marketing’s golden age. Check out the full report below for more infor­ma­tion, and let’s con­tinue this con­ver­sa­tion as we com­bat dig­i­tal change


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