Adobe Study Finds Digital Marketing Shines on Mobile, Social, Big Data

By Darryl K. Taft  |  Posted 2014-03-29 Print this article Print

Moreover, 74 percent of marketers said capturing and applying data to inform and drive marketing activities is the new reality, and 69 said they need to embrace "hyper personalization" or using data to provide the right products, services and content at the right time. Yet only 39 percent of marketers report using consumer data and behavior patterns to shape marketing strategy in the past 12 months. However, 45 percent said they plan to use more consumer data and behavior in the next 12 months.

Meanwhile, according to the study, marketers see mobile and social as bigger priorities. Sixty-nine percent of marketers surveyed said they believe mobile is a critical element to get right. In terms of media types and platforms, 61 percent of marketers said they see social media as the most critical area of focus 12 months from now, followed closely by mobile at 51 percent. Print and TV were at the bottom of the list, at 9 percent and 7 percent, respectively.

Sixty-three percent of marketers said they were doing more social marketing compared with last year, and more than half said they were doing more direct customer engagement via email (51 percent) and digital analytics (51 percent) 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 percent), data analyst (38 percent), creative services (38 percent) and mobile marketer (36 percent) as key roles companies need to invest in over the next 12 months.

In addition, the survey indicated that marketers believe the ability to work better across different channels will make the biggest single difference in their effectiveness. Twenty-one percent of marketers said this would make the biggest difference, followed by 16 percent who listed the ability to measure and learn from campaign effectiveness as most important.

Also, 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 said that they are focused or very focused on personalizing experiences for customers, compared with 53 percent of average- or low-performing companies, the study showed.

Adobe commissioned the study, which was produced by research firm Edelman Berland and conducted as an online survey among 1,004 U.S. marketers. Data was collected between Feb. 19 and 27 by ResearchNow.

In other news from Adobe Summit, the company announced a major new release of Adobe Experience Manager, its Web experience management solution that includes innovations for simplification of Website re-platforming, dynamic asset delivery and mobile app development.

Responding to the research from the Digital Roadblock: Marketers Struggle to Reinvent Themselves study, Adobe is providing a more expedient development process for both Web and mobile app marketing.

"Digital experiences have extended well beyond the PC to tablets, mobile devices, social channels, digital glass and even wearables," Aseem Chandra, vice president of Adobe Experience Manager and Adobe Target, said in a statement. "Whether searching a mobile site, diving into a favorite tablet app, or participating in an online community, consumers expect brands to provide a consistent, personal experience every time. Adobe Experience Manager, as part of the industry's most complete set of marketing solutions, is uniquely positioned to continue defining the future and helping marketers succeed every step of the way."



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