The speed at which marketing is changing and thus driving digital transformation in companies is truly immense. Today companies are more and more obliged to tackle digital transformation, if they want to be still successful in the future. Something we have known from working day-today with our customers, and now confirmed in the Adobe Digital Roadblock Report 2015: German marketers are right on track. Throughout Europe they have already laid best the foundations for a digital future.
Check out below the complete Adobe Digital Roadblock Report 2015 and let us continue to remain in tight exchange about digital transformation.
Adobe Digital Roadblock Report 2015
Germany
Read the EMEA Adobe Digital Roadblock report here.
German marketers see the industry changing rapidly; they’re optimistic and see it as an opportunity
- Though Marketers feel confident in their skills and abilities (67%), they are less excited about the changes than their European counterparts (DE 34%, FR 52%, UK 46%)
- Adapting to new technologies (73%) , organizational change (59%) , and delivering more compelling content (80%) are important to staying relevant as the industry evolves
Though technological advancements are seen as necessary, German Marketers prioritize privacy
- New technologies are seen as impacting how audiences are reached and how marketing effectiveness is analyzed (63%) . However, Marketing is still seen as interruptive (34% [welcome],) and marketers are not embracing hyper personalization – (52% [embrace])
- Marketers agree it is critical for marketers to be skilled in mobile (69%) . Despite their popularity, the need to deliver across wearables (45%) is not as important
- German marketers are mixed about how they use data — while some primarily rely on data when making strategy (37%) , others primarily rely on intuition (42%) . Still, big data and marketing measurement are seen as critical marketing functions 3 years from now (46%)
As IoT enables marketing to permeate consumers’ lives, marketers are looking to adapt to new technology to stay relevant for consumers
- Delivering a consistent customer experience on mobile and wearables will be more important in the future for German marketers (92% apps, 91% websites, 83% social media and 71% wearables)
- German marketers are ready to implement new technologies to stay ahead (UK 58%, FR 68%, DE 67%)
As the marketing function increases in influence and new technology drives changes, German marketers see a shift in priorities
- German marketers see marketing’s influence on strategy growing (FR 73%, DE 63%, UK 61%)
- The increase in influence of marketing in the past five years (71%) is apparent; new technology implementation is key to success (79%)
- Digital Marketers are the most underrepresented role (33%) – and this role continues to be the top area for hiring need year over year
Most agree the pace of change in marketing is accelerating, but they are divided on how that change is happening
… with almost 7 in 10 feeling challenged and optimistic about industry changes
New technologies are a driving force behind industry change in Germany
…And impact personal approaches to marketing
The advancements in tech, mobile and social underscore the importance of change and adaption
Tech advancements also drive the change in consumers’ expectations as the need for more compelling content grows
As such, new technologies are key to success
The marketing function has increased in influence in the past five years
- 73% of EMEA note an increase in marketing function influence in the past five years
Influence on corporate strategy remains strong, with a quarter saying marketing contributes most to future revenue
German marketers are more worries about their company’s ability to keep up than their own
- 43% of EMEA is worried about their company
- 37% of EMEA is worried about themselves
Marketers struggle with a multitude of trends and technologies with big data being most challenging
Unsurprisingly then, 1 in 3 cite shortages in tech and data related roles
A successful marketer is seen as tech savvy, but only a third of marketers describe themselves in such terms
53% of EMEA says it’s important to deliver a consistent customer experience on wearables however only 9% are currently solving for it
There is a disconnect between importance and delivery in cross-platform consistency
7 in 10 see delivery of consistent customer experience on wearables to be important in 3 years
The need to adapt is immediate: IOT and native advertising are projected to be more important in 3 years
Areas identified as most critical in the years to come are the areas where performance is lowest
Lack of resources and company resistance are the key barriers holding marketers back
- Lack of resources/budget was also the top concern in 2014
Changes are seen as an opportunity and the beginning of a golden age of marketing…
German marketers feel they have the skills needed and are prepared to implement new technologies
49% claim to have heard about a new marketing channel or term within the past month
- 53% of EMEA claim to have heard about a new marketing channel or term within the past month
German marketers see their company structures as well set up to meet marketing changes
- 66% of EMEA believe company structures are well set up
For new technologies, marketers’ confidence in preparedness to deliver falls below actual delivery
Traditional marketing is where marketers feel performance is strongest
80% of German marketers feel they have the necessary skills to perform successfully
- 66% of EMEA believe they have all the skills and resources needed for success as a marketer
Still, they realize the need for skill development – 46% plan to learn from attending training seminars
Communication across channels and with customers rise to the top as key for effectiveness
More than 2 in 5 believe that partnerships with sales are critical in making digital marketing work…
…And integration across business functions can be improved
Methodology
- Online survey among a total of 1,311 European marketers
- Research managed by Edelman Berland
- Fieldwork: March 31– April 16, 2015
- This study is a refresh of research conducted with a comparable audience (350 European marketers) in May 2014
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