|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.
You have great SaaS business app ideas. You want to turn your idea quickly into a functional and engaging proof of concept. You need to be able to modify it to meet customers' needs, and you need to deliver a complete and secure SaaS application. How could you achieve all the above and yet avoid unforeseen IT requirements that add unnecessary cost and complexity? You also want your app to be responsive in any device at any time. In his session at 19th Cloud Expo, Mark Allen, General Manager of...
Dec. 5, 2016 01:45 PM EST Reads: 1,691
Get deep visibility into the performance of your databases and expert advice for performance optimization and tuning. You can't get application performance without database performance. Give everyone on the team a comprehensive view of how every aspect of the system affects performance across SQL database operations, host server and OS, virtualization resources and storage I/O. Quickly find bottlenecks and troubleshoot complex problems.
Dec. 5, 2016 01:15 PM EST Reads: 2,005
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 ...
Dec. 5, 2016 01:15 PM EST Reads: 2,150
"Coalfire is a cyber-risk, security and compliance assessment and advisory services firm. We do a lot of work with the cloud service provider community," explained Ryan McGowan, Vice President, Sales (West) at Coalfire Systems, Inc., in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 5, 2016 01:00 PM EST Reads: 832
Without a clear strategy for cost control and an architecture designed with cloud services in mind, costs and operational performance can quickly get out of control. To avoid multiple architectural redesigns requires extensive thought and planning. Boundary (now part of BMC) launched a new public-facing multi-tenant high resolution monitoring service on Amazon AWS two years ago, facing challenges and learning best practices in the early days of the new service. In his session at 19th Cloud Exp...
Dec. 5, 2016 12:45 PM EST Reads: 657
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain. In this power panel at @...
Dec. 5, 2016 12:34 PM EST Reads: 153
Bert Loomis was a visionary. This general session will highlight how Bert Loomis and people like him inspire us to build great things with small inventions. In their general session at 19th Cloud Expo, Harold Hannon, Architect at IBM Bluemix, and Michael O'Neill, Strategic Business Development at Nvidia, discussed the accelerating pace of AI development and how IBM Cloud and NVIDIA are partnering to bring AI capabilities to "every day," on-demand. They also reviewed two "free infrastructure" pr...
Dec. 5, 2016 12:30 PM EST Reads: 937
Major trends and emerging technologies – from virtual reality and IoT, to Big Data and algorithms – are helping organizations innovate in the digital era. However, to create real business value, IT must think beyond the ‘what’ of digital transformation to the ‘how’ to harness emerging trends, innovation and disruption. Architecture is the key that underpins and ties all these efforts together. In the digital age, it’s important to invest in architecture, extend the enterprise footprint to the cl...
Dec. 5, 2016 12:30 PM EST Reads: 2,281
Fact: storage performance problems have only gotten more complicated, as applications not only have become largely virtualized, but also have moved to cloud-based infrastructures. Storage performance in virtualized environments isn’t just about IOPS anymore. Instead, you need to guarantee performance for individual VMs, helping applications maintain performance as the number of VMs continues to go up in real time. In his session at Cloud Expo, Dhiraj Sehgal, Product and Marketing at Tintri, sha...
Dec. 5, 2016 11:45 AM EST Reads: 919
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
Dec. 5, 2016 11:38 AM EST Reads: 185
CloudJumper, a Workspace as a Service (WaaS) platform innovator for agile business IT, has been recognized with the Customer Value Leadership Award for its nWorkSpace platform by Frost & Sullivan. The company was also featured in a new report(1) by the industry research firm titled, “Desktop-as-a-Service Buyer’s Guide, 2016,” which provides a comprehensive comparison of DaaS providers, including CloudJumper, Amazon, VMware, and Microsoft.
Dec. 5, 2016 11:30 AM EST Reads: 782
Businesses and business units of all sizes can benefit from cloud computing, but many don't want the cost, performance and security concerns of public cloud nor the complexity of building their own private clouds. Today, some cloud vendors are using artificial intelligence (AI) to simplify cloud deployment and management. In his session at 20th Cloud Expo, Ajay Gulati, Co-founder and CEO of ZeroStack, will discuss how AI can simplify cloud operations. He will cover the following topics: why clou...
Dec. 5, 2016 11:30 AM EST Reads: 760
"Dice has been around for the last 20 years. We have been helping tech professionals find new jobs and career opportunities," explained Manish Dixit, VP of Product and Engineering at Dice, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 5, 2016 11:15 AM EST Reads: 936
"Qosmos has launched L7Viewer, a network traffic analysis tool, so it analyzes all the traffic between the virtual machine and the data center and the virtual machine and the external world," stated Sebastien Synold, Product Line Manager at Qosmos, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 5, 2016 11:00 AM EST Reads: 660
More and more brands have jumped on the IoT bandwagon. We have an excess of wearables – activity trackers, smartwatches, smart glasses and sneakers, and more that track seemingly endless datapoints. However, most consumers have no idea what “IoT” means. Creating more wearables that track data shouldn't be the aim of brands; delivering meaningful, tangible relevance to their users should be. We're in a period in which the IoT pendulum is still swinging. Initially, it swung toward "smart for smar...
Dec. 5, 2016 10:30 AM EST Reads: 646