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We’ve all heard it: The future of marketing is digital. Get on board or get left behind. So what’s holding marketers back? We surveyed more than 1,000 U.S. marketers to explore how they’re evolving in the digital age, where they need help and what their priorities are going forward. Here are some quick stats on their thoughts.
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65%
Marketers struggle to reinvent themselves.
Marketers expect their roles tochange quickly—and change won't stop.
Companies need more digital talent.
Companies are doing signi�cantly moredigital marketing than last year.
Personalization, social, and mobileare increasing in importance.
33% of marketers believe that personalization is mostimportant to their company’s marketing moving forward
% of companies increasing above activities over last year
�e bo�om line: Future marketersneed to take more risks.
65% of marketers say they are more comfortable adopting new technologies
once they become mainstream
54% of marketers believe the ideal marketer should take more risks; 45% hope to take
more risks themselves
DIGITAL ROADBLOCK:
21% of marketers believe it’s social
64% 81%Will your rolechange in the next
12 months?
Will your rolechange in the next
3 years? YesYes
21%
33%
11% of marketers believe it’s mobile
11%
#AdobeSummit
adobe.com/go/digitalroadblock
40% of marketers want to reinvent themselves
40% 14%
Barriers to change:30% don’t have the training,
30% cite organizational inability to adapt
30%
Only 14% of thosemarketers know how
Social marketing-creating communities
on social media
*63%
Direct customerengagement through email
*51%Digital
data analytics
*51%Digital ads
such as display advertising
*46%
Creatingmobile apps &
campaigns
*44%
36%
36% are searching formobile marketers
47%47% need digital and
social marketers38% need morecreative services
38% 38%
38% wantdata analysts
45%
54%
