73% of European marketers believe they need to reinvent to succeed

The expanded number of channels and platforms to reach audiences on is the most important driver of traffic in the marketing industry, research from Adobe has found.

Unveiled at Adobe Summit EMEA, the research of marketing professionals in Europe discovered that 79 per cent of UK marketers are confident in their ability to change with the times – a higher rate of confidence than marketers in Germany (69 per cent) and France (69 per cent).

Over half (58 per cent) of all European marketers surveyed deemed that marketing success is dependent on organisational change, while 73 per cent believe that reinvention will be needed in order for marketing to succeed in new channels.

“European marketers know their world is changing at an incredibly rapid pace, but they don’t feel empowered to reinvent themselves and their work,” said Mark Phibbs, vice president of marketing for EMEA at Adobe.

“This is a wake-up call for business leaders – success in the digital age is not going to happen until marketing teams feel they have the training and organisational support they need. Companies that can’t evolve fast enough are going to get left behind.”

When asked to rate the importance and how well they feel their companies are carrying out key digital marketing functions, a 24 per cent gap was found in the areas of personalisation and targeting, as well as the same level of gap in customer response management.

It was also found that content management has a 22 per cent gap, while social marketing saw a 19 per cent gap.

Of those surveyed, 70 per cent of French marketers believe that there is a need to embrace hyper-personalisation, compared to 66 per cent in the UK and 60 per cent in Germany.

The results from the Adobe study comes two months after the company revealed similar results in a US study.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.