Welcome!

News Feed Item

Marketers Struggling to Reinvent Themselves in Digital Age, Adobe Study Reveals

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.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
"Space Monkey by Vivent Smart Home is a product that is a distributed cloud-based edge storage network. Vivent Smart Home, our parent company, is a smart home provider that places a lot of hard drives across homes in North America," explained JT Olds, Director of Engineering, and Brandon Crowfeather, Product Manager, at Vivint Smart Home, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
The question before companies today is not whether to become intelligent, it’s a question of how and how fast. The key is to adopt and deploy an intelligent application strategy while simultaneously preparing to scale that intelligence. In her session at 21st Cloud Expo, Sangeeta Chakraborty, Chief Customer Officer at Ayasdi, provided a tactical framework to become a truly intelligent enterprise, including how to identify the right applications for AI, how to build a Center of Excellence to oper...
"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventi...
In his session at 21st Cloud Expo, James Henry, Co-CEO/CTO of Calgary Scientific Inc., introduced you to the challenges, solutions and benefits of training AI systems to solve visual problems with an emphasis on improving AIs with continuous training in the field. He explored applications in several industries and discussed technologies that allow the deployment of advanced visualization solutions to the cloud.
"ZeroStack is a startup in Silicon Valley. We're solving a very interesting problem around bringing public cloud convenience with private cloud control for enterprises and mid-size companies," explained Kamesh Pemmaraju, VP of Product Management at ZeroStack, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
In his session at 21st Cloud Expo, Carl J. Levine, Senior Technical Evangelist for NS1, will objectively discuss how DNS is used to solve Digital Transformation challenges in large SaaS applications, CDNs, AdTech platforms, and other demanding use cases. Carl J. Levine is the Senior Technical Evangelist for NS1. A veteran of the Internet Infrastructure space, he has over a decade of experience with startups, networking protocols and Internet infrastructure, combined with the unique ability to it...
22nd International Cloud Expo, taking place June 5-7, 2018, at the Javits Center in New York City, NY, and co-located with the 1st DXWorld Expo will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud ...
Enterprises are adopting Kubernetes to accelerate the development and the delivery of cloud-native applications. However, sharing a Kubernetes cluster between members of the same team can be challenging. And, sharing clusters across multiple teams is even harder. Kubernetes offers several constructs to help implement segmentation and isolation. However, these primitives can be complex to understand and apply. As a result, it’s becoming common for enterprises to end up with several clusters. Thi...
"Infoblox does DNS, DHCP and IP address management for not only enterprise networks but cloud networks as well. Customers are looking for a single platform that can extend not only in their private enterprise environment but private cloud, public cloud, tracking all the IP space and everything that is going on in that environment," explained Steve Salo, Principal Systems Engineer at Infoblox, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventio...
"Cloud Academy is an enterprise training platform for the cloud, specifically public clouds. We offer guided learning experiences on AWS, Azure, Google Cloud and all the surrounding methodologies and technologies that you need to know and your teams need to know in order to leverage the full benefits of the cloud," explained Alex Brower, VP of Marketing at Cloud Academy, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clar...
Gemini is Yahoo’s native and search advertising platform. To ensure the quality of a complex distributed system that spans multiple products and components and across various desktop websites and mobile app and web experiences – both Yahoo owned and operated and third-party syndication (supply), with complex interaction with more than a billion users and numerous advertisers globally (demand) – it becomes imperative to automate a set of end-to-end tests 24x7 to detect bugs and regression. In th...
Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution. EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.
Agile has finally jumped the technology shark, expanding outside the software world. Enterprises are now increasingly adopting Agile practices across their organizations in order to successfully navigate the disruptive waters that threaten to drown them. In our quest for establishing change as a core competency in our organizations, this business-centric notion of Agile is an essential component of Agile Digital Transformation. In the years since the publication of the Agile Manifesto, the conn...
"MobiDev is a software development company and we do complex, custom software development for everybody from entrepreneurs to large enterprises," explained Alan Winters, U.S. Head of Business Development at MobiDev, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Large industrial manufacturing organizations are adopting the agile principles of cloud software companies. The industrial manufacturing development process has not scaled over time. Now that design CAD teams are geographically distributed, centralizing their work is key. With large multi-gigabyte projects, outdated tools have stifled industrial team agility, time-to-market milestones, and impacted P&L stakeholders.