A study released today by Adobe at its 12th Annual Digital Marketing Summit in Salt Lake City, revealed that most marketers are cemented in ad-hoc processes and age-old methodologies. In fact, 42 percent of 1,000 marketers polled in the survey, stated that they want to reinvent themselves, but only 14 percent know how to do it.
Ann Lewnes, CMO of Adobe commented on the results: "We found that.... Marketers are in need of reinventing themselves. It's about reorganizing their talents and organizations. This reinvention needs to be extreme."
GM Brad Rencher added that one of marketer's challenges is that marketing is organized around a means to an end and not with the customer in mind. "It's inherited from an older model through opportunistic development. This ad-hoc approach will never...reflect the realities of this world we live in. The seams between technologies and functions prevent us from working effectively.... It leaves little time to focus on what matters--the customer."
In addition to needing to reinvent their organizations, marketers are also grappling with their evolving role. In fact, the study reveals that 64 percent of respondents expect their role to change in the next year and 81 percent believe it will change in the next three years. Therefore reinvention remains a challenge. Lack of new training (30 percent) and organizational inability to adapt (30 percent) also contribute to the obstacles marketers face in elevating and becoming the marketers they aspire to be, which involves more creativity. As Shantanu Narayen, Adobe president & CEO, puts it: Having the right technology is necessary but not sufficient," he said in today's opening keynote session. "To truly distinguish oneself requires creativity."
Both reinvention and pushing the creative boundaries requires taking more risks. In the study, 50 percent of marketers said the ideal marketer should take more risks and 45 percent pointed to themselves for needing to take more risks. Rencher added, "If we were to re-imagine marketing today. We'd inhibit our progress in looking backward. Instead we'd look to the future."
To read the complete study, visit Adobe.com