UK wins European marketing contest (for confidence)

‘Keep up or get left behind’ is the general consensus among British marketers, as new research from Adobe reveals  that Brits are the most confident in their capacity for change, compared to their continental counterparts.

The research, unveiled at Adobe Summit EMEA, found that 79% of UK marketers are confident in their ability to change, trumping other European countries such as Germany (69%) and France (69%).

The reseach further indicated that 73% of Europeans thought that a Madonna style reinvention will be needed in marketing for it to succeed along new and transformative 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.”

Other interesting statistics came from France, with 70% of surveyed French marketers believing that hyper-personalisation is the next big thing.