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BizReport : Research archives : October 19, 2016

Pace of digital transformation causing marketers stress

Marketers in the UK are finding it harder to cope with the pace of digital transformation than their European counterparts, according to a new study from Adobe.

by Helen Leggatt

Half (55%) of the 450 UK marketers surveyed for Adobe's annual 'Digital Roadblock' study said they feel unable to keep up with the pace of digital transformation, up from 48% who said the same last year. More marketers suffer tech-induced anxiety than their European counterparts where an average 44% worry about technology skills and the pace of innovation.

While most marketers in the UK (83%) see digital transformation as an opportunity, nearly two thirds (65%) said the pace of digital transformation within the marketing industry has been dramatic. This had led to the feeling that they are passive agents, rather than active, and that consumers and technology are in control.

Furthermore, only a little over half (54%) of marketers feel they have the skills to consistently keep introducing new marketing technologies into marketing strategies.

"It's clear from what marketers are telling us is that they are really feeling squeezed," John Watton, Marketing Director EMEA commented. "On the one hand they are expected to contribute more to the business and on the other, they have customers expecting instant responses and incredible experiences each and every time they interact with a brand. Furthermore, they are having to grapple with many new techniques for reaching customers and having to step out of their marketing heartland into sales and customer services. Given all of this, it is essential to stay focused on what's ultimately the most important thing - providing your customers with the best possible experience you can."

Tags: Europe, marketing, research, technology

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