|By Business Wire||
|March 25, 2014 12:06 AM EDT||
Adobe 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 marketing professionals.
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 performers (8%).
“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 plunge.”
Data Seen As Important, But Not 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 investment.
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. “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 months.
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 (16%).
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 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 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)
© 2014 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are registered trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.
Most technology leaders, contemporary and from the hardware era, are reshaping their businesses to do software in the hope of capturing value in IoT. Although IoT is relatively new in the market, it has already gone through many promotional terms such as IoE, IoX, SDX, Edge/Fog, Mist Compute, etc. Ultimately, irrespective of the name, it is about deriving value from independent software assets participating in an ecosystem as one comprehensive solution.
Apr. 30, 2017 06:45 PM EDT Reads: 758
SYS-CON Events announced today that T-Mobile will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. As America's Un-carrier, T-Mobile US, Inc., is redefining the way consumers and businesses buy wireless services through leading product and service innovation. The Company's advanced nationwide 4G LTE network delivers outstanding wireless experiences to 67.4 million customers who are unwilling to compromise on ...
Apr. 30, 2017 06:15 PM EDT Reads: 1,658
The 20th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held June 6-8, 2017, at the Javits Center in New York City, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Containers, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal ...
Apr. 30, 2017 05:30 PM EDT Reads: 1,822
SYS-CON Events announced today that CollabNet, a global leader in enterprise software development, release automation and DevOps solutions, will be a Bronze Sponsor of SYS-CON's 20th International Cloud Expo®, taking place from June 6-8, 2017, at the Javits Center in New York City, NY. CollabNet offers a broad range of solutions with the mission of helping modern organizations deliver quality software at speed. The company’s latest innovation, the DevOps Lifecycle Manager (DLM), supports Value S...
Apr. 30, 2017 05:15 PM EDT Reads: 1,526
Cybersecurity is a critical component of software development in many industries including medical devices. However, code is not always written to be robust or secure from the unknown or the unexpected. This gap can make medical devices susceptible to cybersecurity attacks ranging from compromised personal health information to life-sustaining treatment. In his session at @ThingsExpo, Clark Fortney, Software Engineer at Battelle, will discuss how programming oversight using key methods can incre...
Apr. 30, 2017 05:15 PM EDT Reads: 4,228
SYS-CON Events announced today that Hitachi, the leading provider the Internet of Things and Digital Transformation, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Hitachi Data Systems, a wholly owned subsidiary of Hitachi, Ltd., offers an integrated portfolio of services and solutions that enable digital transformation through enhanced data management, governance, mobility and analytics. We help globa...
Apr. 30, 2017 05:00 PM EDT Reads: 1,655
Did you know that you can develop for mainframes in Java? Or that the testing and deployment can be automated across mobile to mainframe? In his session at @DevOpsSummit at 20th Cloud Expo, Vaughn Marshall, Sr. Principal Product Owner at CA Technologies, will discuss and demo how increasingly teams are developing with agile methodologies using modern development environments and automating testing and deployments, mobile to mainframe.
Apr. 30, 2017 04:00 PM EDT Reads: 1,690
The goal of Continuous Testing is to shift testing left to find defects earlier and release software faster. This can be achieved by integrating a set of open source functional and performance testing tools in the early stages of your software delivery lifecycle. There is one process that binds all application delivery stages together into one well-orchestrated machine: Continuous Testing. Continuous Testing is the conveyor belt between the Software Factory and production stages. Artifacts are ...
Apr. 30, 2017 04:00 PM EDT Reads: 1,536
SYS-CON Events announced today that Juniper Networks (NYSE: JNPR), an industry leader in automated, scalable and secure networks, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Juniper Networks challenges the status quo with products, solutions and services that transform the economics of networking. The company co-innovates with customers and partners to deliver automated, scalable and secure network...
Apr. 30, 2017 03:45 PM EDT Reads: 1,880
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, New York, and 21st International Cloud Expo, which will take place in November in Silicon Valley, California.
Apr. 30, 2017 02:45 PM EDT Reads: 2,762
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm. In his Day 3 Keynote at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, will explore t...
Apr. 30, 2017 02:45 PM EDT Reads: 1,260
NHK, Japan Broadcasting, will feature the upcoming @ThingsExpo Silicon Valley in a special 'Internet of Things' and smart technology documentary that will be filmed on the expo floor between November 3 to 5, 2015, in Santa Clara. NHK is the sole public TV network in Japan equivalent to the BBC in the UK and the largest in Asia with many award-winning science and technology programs. Japanese TV is producing a documentary about IoT and Smart technology and will be covering @ThingsExpo Silicon Val...
Apr. 30, 2017 02:30 PM EDT Reads: 1,031
As DevOps methodologies expand their reach across the enterprise, organizations face the daunting challenge of adapting related cloud strategies to ensure optimal alignment, from managing complexity to ensuring proper governance. How can culture, automation, legacy apps and even budget be reexamined to enable this ongoing shift within the modern software factory?
Apr. 30, 2017 02:30 PM EDT Reads: 662
SYS-CON Events announced today that Hitachi Data Systems, a wholly owned subsidiary of Hitachi LTD., will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City. Hitachi Data Systems (HDS) will be featuring the Hitachi Content Platform (HCP) portfolio. This is the industry’s only offering that allows organizations to bring together object storage, file sync and share, cloud storage gateways, and sophisticated search an...
Apr. 30, 2017 02:00 PM EDT Reads: 895
New competitors, disruptive technologies, and growing expectations are pushing every business to both adopt and deliver new digital services. This ‘Digital Transformation’ demands rapid delivery and continuous iteration of new competitive services via multiple channels, which in turn demands new service delivery techniques – including DevOps. In this power panel at @DevOpsSummit 20th Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, panelists will examine how DevOps helps to meet th...
Apr. 30, 2017 02:00 PM EDT Reads: 1,949