Page 8 - index

RESEARCH, ANALYSIS & TRENDS

Multichannel,

mobile and

personalization

again gain in

importance this

holiday season

Many marketers today are still struggling with social me- Last but not least, 63% of marketers said they are more
dia and the increasing number of digital channels, espe- active in social media marketing than last year; more
cially with adapting their role and acquiring new than half also used email campaigns and digital analy-
knowledge. At least, this has been the conclusion of sis for an improved customer communication - even
Adobe's study Digital Roadblock: Marketers struggle to more than in 2013.
reinvent themselves released earlier this year.
As you can imagine, this development leads to a shift
According to the report, almost half of the respondents towards more investment in digital marketing issues
(40%) stated that they want to structure their scope of within a company: Indeed, marketers call the positions
duties according to the requirements of the digital devel- of digital/social marketers (47%), data analysts (38%),
opment; but only 14% of these marketers have actually creative services (38%), and mobile marketers (36%)
a concrete plan for the reorganization in their heads. as central roles in the company to invest in over the
The rapid changes in today's marketing has been con- next 12 months.
firmed by a majority of respondents and more than half
said more risk-taking is necessary nowadays. In Adobe’s survey, marketers were asked as well what
would be the key changes they would like to see in
Regarding new technologies, however, marketers have terms of effectiveness and got the answer: The ability
been rather cautious: 65% reported they would only use to work better across channels is with 21% at the fore-
new technologies, if these are to become mainstream front, followed by the ability to measure and evaluate
tools; 69% of marketers see in mobile a crucial element the effectiveness of a campaign (16%).
of successful marketing activities; 61% of marketers see
social media as the most important platform, followed by Although I have covered the study already earlier this
mobile with 51%; print and TV, however, fall significantly year, I thought this summary could still be of interest,
from 9% and 7% respectively. especially since Adobe just this week presented its pre-

8 Asian eMarketing November 2014 - Cross-, Multi-, Omni-Channel & Everywhere Commerce