DIGITAL ROADBLOCK: Marketers struggle to reinvent themselves. European marketers expect their roles to change quickly — but face obstacles to reinvention. 68% of European marketers state that marketing has changed more in the last two years than in the previous 50. 54% Will your role change in the next 12 months? Yes 75% Will your role change in the next 3 years? 73 % Yes 26 % 25 % 73% of respondents believe marketers need to reinvent themselves to succeed But European marketers are 25% less likely than US marketers to want to redefine their own role And only 26% of European marketers hope to take more risks in the coming year Digital performance is lagging. Customer Response Management PERFORMANCE POINT GAP IMPORTANCE IMPORTANCE PERFORMANCE IMPORTANCE Personalization and Targeting 21 POINT GAP PERFORMANCE POINT GAP POINT GAP PERFORMANCE 22 IMPORTANCE 24 24 Marketing Measurement Content Management Gap between perceived importance and how well companies are performing European companies are doing significantly more digital marketing than last year. 55% 48% 46% 45% 44% Social marketingcreating communities on social media Direct customer engagement through email Digital data analytics Reorganizing marketing department functions Creating mobile apps & campaigns % of companies doing above activities more than last year Digital-based initiatives are critical for the coming year. 71% 66% PERSONALIZATION 67% 65% OMNI-CHANNEL 62% DIGITAL ASSET MANAGEMENT 61% 61% MEDIA MIX PLANNING 59% SOCIAL BIG DATA REAL-TIME MOBILE % of European marketers who see the above areas as priorities European companies need to empower their employees to embrace marketing reinvention. Key obstacles cited by European marketers: 30% Lack of training in new skills 30% Company resistance to trying new programs 30% Confusion over roles & responsibilities #AdobeSummit adobe.com/go/digitalroadblockEMEA Survey of marketers of more than 350 marketing professionals in the UK, Germany, France conducted April 11-25, 2014
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