NEW YORK (TheStreet) -- In response to the overwhelming desire among marketing executives nationwide to adapt to the digital landscape, software-as-a-service (SaaS) leader Adobe (ADBE) unveiled new major marketing cloud capabilities today.
The announcements were presented before an audience of close to 6,000 marketing professionals at the kickoff of Adobe's 12th annual Digital Marketing Summit in Salt Lake City on Tuesday.
A recent Adobe survey of more than 1,000 marketing professionals in the U.S. shows that a bulk of marketers in the country feel overwhelmed and underprepared for the digital age. For instance, 74% say that capturing and applying data to inform and drive marketing activities is the new reality, and 69% agree on the need to embrace or use data to provide the right products, services and content at the right time; an approach also known as "hyper-personalization."
Yet, only 39% of marketers actually used consumer data and behavior patterns to shape marketing strategies in the past 12 months simply because they didn't know how to go about doing it.
With the majority of survey takers indicating that they're expecting their roles to change in the next year to progress with the prevailing digital landscape, these marketing professionals are keenly determined to find the ways that they can reinvent themselves.
On Tuesday, Adobe revealed the newest technology breakthroughs in its Adobe Marketing Cloud, including the ability to do advanced real-time audience profiling, predictive marketing mix planning, and technology that seamlessly manages content across the Web and mobile apps.