Adobe Marketer Outlook Survey Japan 2020

Marketer Outlook Survey
Japan
Data collected June 2020 | Suzie Brady | Adobe PR

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Highlights
Work From Home
Currently two-thirds of people are working from home (nearly half
worked from home 1+ day a week prior to COVID-19). A slight
majority feel they cannot work at home and be fully effective. To
work more effectively from home, the greatest needs are for faster
internet and access to specific servers/documents.
Various methods of communicating from home were all deemed
effective, with phone calls and instant messaging/chat being most
favoured and email least favoured. Organisations will generally allow
more work from home once restrictions end, expect that more in
their organisation will do so long-term, and are set up effectively to
enable long-term remote work.
Brand Communication
About half of organisations currently have a COVID-19 task force to
manage messaging/marketing. Most organisations have shifted their
imagery or language in recent campaigns.
While nearly half have increased spending on marketing campaigns
due to COVID-19, spending on advertising remained flat. In addition,
marketing spending for the remainder of this year will decrease due
to COVID-19.
The Future
Nearly half expect to proactively advertise/push out messaging within a
week of stay-at-home orders ending, with slightly fewer expecting to return
to pre-COVID levels of investment in marketing within a quarter. Few
organisations are seeing declines in online traffic - most are either seeing
increases or no change. There will be a widespread transformation in long-
term strategy and a new approach to future marketing efforts.
Country Differences
Fewer workers are currently working from home (66%) compared to the US
(83%), and those in Japan work less effectively from home (43% effective)
than in other APAC countries (68%) and the US (71%). However - compared
to the US - those in Japan will be more likely to work from home long-term
going forward, and be effectively set up to do so.
Japanese organisations are much less likely to have a COVID-19 task force
(48%) than in other APAC countries (72%). Those countries will also be
significantly quicker to return to normal advertising/messaging and levels of
investment. Organisations in Japan are much more likely to make long-term
strategy (79% vs. 60%) and marketing changes (82% vs. 57%) compared to
those in the US.

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Methodology
Who participated
in this research?
How was this
research
conducted?
Sample Frame
• 302 marketers in Japan completed the survey online;
• This survey was also conducted in India, China, Singapore, Australia, and the US.
• To qualify, must:
‒ be employed full time or a consultant, contractor, or self-employed;
‒ be in advertising, business operations and services, consulting, design or creative services, marketing,
product management, sale, IT, R&D, or be a company executive;
‒ be directly involved in their brand’s marketing activities; and
‒ have an analyst role or higher within their organisation.
• Participants were recruited from an actively managed online panel -- this should be considered a non-
probability sample;
• Participants were incented using rewards points offered by their online panel;
• Research was conducted between June 2nd and June 16th, 2020.
• Quotas were set for gender, and age was monitored.
• No weighting of data was required.
• Margin of error for aggregate is +/- 5.6 percentage points at the 95% CL
• Additional results can be found at https://portal.advanis.net/adbe/
Advanis is a member of the Canadian Research Insights Council (CRIC) and confirms that this research fully complies with all CRIC
Standards including the CRIC Public Opinion Research Standards and Disclosure Requirements. This research was sponsored by Adobe
and conducted by Advanis. For information about data collection, please contact Lori Reiser (lori_reiser@advanis.net 519.340.0125)
Icon Source: icons8.com

©2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential.
24% 20% 17% 13%
8%
IT C-Suite/Company Executive Sales Business operations and services Marketing
38%
22% 19%
12% 9%
Executive / VP Director Manager Senior manager Analyst / Individual Contributor
Demographics
Marketer Outlook Survey – Japan (June 2020)
S1, S3, S5
Job LevelTop Departments
Work Status
Employed
FT/PT
Freelancer /
consultant / contractor
/ self-employed
Executive
/ VP
Director Manager Senior
Manager
Analyst /
Individual
Contributor
IT C-Suite /
Executive
Sales Business
Ops/
Services
Marketing
13%87%

Firmographics
D1, D3, D4, D5, S2
20%
14%
12%
22%
13%
13%
7%
Less than 1 billion per year
1 - 5 billion per year
1 trillion or more per year
<1 B
1 - 5 B
6 - 10 B
11 - 50 B
51 - 100 B
101 - 999 B
1+ T
Local
only
Regional National Int’l
Company Reach
11%
23%
47%
20%
Local market only Regional market (same or nearby states/provinces) National market (all or most states/provinces) International
Manufacturing
Retail/CPG
Prof. services
Tech (B2B
& B2C)
Company Income (per year)
23% 21%
34%
NET Less than 500 NET 500 to 4,999 Net 5,000 or more
<500 500-
4,999
5,000+
Employees
22%
16%
14%
13%
Manufacturing
Retail & Consumer Packaged Goods
Professional Services
Technology (B2B & B2C)
25%
36% 39%
Individuals Businesses Both
B2C B2B B2M
Sells To
Top Industries

Detailed Findings:
Work From Home

Working From Home
• 66% are currently working from home
(significantly less than 83% in the US).
̶ Only half (53%) of those working at
smaller organisations (<500 staff) are
currently working from home.
• Prior to COVID-19, nearly half worked from
home on a weekly basis or more often (16%
always, 30% 1-2 days per week).
• While only 5% say they cannot effectively
work from home, half do not feel they are
fully effective.
̶ Those in Japan work less effectively
from home (43% effective) than in
other APAC counties (68%) and the US
(71%).
̶ Those working at smaller organisations
are much more likely to say they can
work effectively from home (62% yes).
Frequency Prior to COVID-19
(Base: All respondents)
Q1 - Are you currently working from home? Base: All respondents (302)
Q1a - How often, prior to COVID-19, did you work from home? Base: All respondents (302)
Q2 - Can you work effectively from home? Base: Currently working from home (198)
Can Effectively Work From Home
(Base: Currently working from home)
5%
52%
43%
1
Yes
Sort of
No
37%
9%
8%
30%
16%
1
Always
1-2 days a
week
1-2 days a
month
A few times
a year
Never

Working More Effectively From Home
Biggest Working From
Home Adjustments
What is Needed to Work
Effectively From Home
(Base: Cannot effectively work from home)
30%
25%
16%
7%
6%
5%
5%
7%
Finding a quiet/comfortable place to work
Working effectively with home technology
Not having a definite break between work/home
A rapid pace to keep up with our COVID-19 response
Working while parenting
Having less work to do
Distracted/worried about COVID-19
No significant adjustment
Finding a quiet/
comfortable place to work
Working effectively with
home technology
Not having a definite
break between
work/home
A rapid pace to keep up
with our COVID-19
response
Working while parenting
Having less work to do
Distracted/worried about
COVID-19
No significant adjustment
Q3 - What do you need to help you work more effectively from home? Base: Cannot effectively work from home (112)
Q3b - What has been the biggest adjustment to working from home? Base: Currently working from home (198)
61%
57%
44%
42%
33%
29%
25%
24%
23%
Faster internet access
Connection to a specific server / access to specific documents
A dedicated workspace
Training on how to use software (like collaboration tools, chat or virtual meeting)
Printer / Paper supplies
Larger monitor
Fewer distractions from others in my home
Time off / flexibility to care for kids or loved ones
More connection with my team leader
Faster internet access
Connection to a specific
server / access to specific
documents
A dedicated workspace
Training on how to use
software
Printer / Paper supplies
Larger monitor
Fewer distractions from
others in my home
Time off / flexibility to
care for kids or loved ones
More connection with my
team leader
• To work more effectively from home, staff
are most in need of faster internet access
(61%) and connection or access to specific
servers or documents (57%). Many also
need a dedicated workspace (44%) and
training on how to use software – like
collaboration tools, chat or virtual
meetings (42%).
• The biggest adjustments have been
finding a quiet/comfortable place to work
at home (30%), working effectively with
home technology (25%; 34% among large
orgs) and not having a definite break
between work and home (16%).
̶ One quarter (24%) of those working
for smaller organisations made no
significant adjustments.

Working From Home Communication
Most Effective Ways to Communicate When Working From Home
17% 15% 15% 11% 9%
20% 27%
18% 25%
21%
21% 12%
21% 19%
25%
Phonecall
Instantmessages/chattools
Videoconference
Videocall(1to1)
Email
Top Choice 2nd or 3rd 4th or 5th
• About one-third or more rank each of the following work
from home communication methods in their Top 3 most
effective ways to communicate.
• Phone calls and instant messaging/chat are deemed the
most effective ways to communicate, and email the least
effective, but the differences are modest.
Phonecall
Instant
message/chat
Video
conference
Videocall
(1on1)
Email
Q3a - What are the most effective ways to communicate with you when working from home? Base: All respondents (302)

Benefits of Working From Home
• The most valued benefit of working from
home is having more family time (48%
find it important).
• Also valued are teams being more mindful
of checking on each other (37%), taking
risks/trying new strategies at work (31%),
and communication from organisational
leadership (30%).
̶ Those working for large
organisations are much more likely
to value communication from
leadership (42%) and industry
outreach (31%).
48%
37%
31%
30%
23%
19%
6%
I have more family time (e.g., less commute)
My team is more mindful of checking in on each other
We're taking risks/trying new strategies at work
Communication from organizational leadership
Community outreach within my industry
My kids have learned about my job
None
I have more family time
(e.g., less commute)
My team is more mindful of
checking in on each other
We're taking risks/trying
new strategies at work
Communication from
organisational leadership
Community outreach
within my industry
My kids have learned
about my job
None
Q4 - Which of these benefits of working from home has been important for you? Base: Currently working from home (198)
Benefits of Personal Importance

Going Forward
• Three quarters or more think their organisation will
allow work from home once restrictions are lifted
(76%; 86% among B2B; 65% in US) and that more
people in their organisation will work from home
long-term (83%; 67% in US).
• The vast majority (93%) feel their organisation is set
up effectively for long-term remote work.
• Just over one quarter (27%) have concerns or
challenges about working remotely for a long period
of time.
• Compared to the US, those in Japan will be more
likely to work from home long-term and be
effectively set up to do so.
Base: Currently working from home (198); Q4a - Do you think your organisation will allow work from home once restrictions are lifted? // Q4b - Do you think that more people in your organisation will work from home long term?
Q4c - Do you think your organisation is set up effectively to work remotely for long periods of time? // Q4d - Do you have any concerns or challenges about working remotely for a long period of time?
27%
Have concerns or
challenges about
long-term remote
working
93%
Think their
organisation is set
up effectively for
long-term remote
working
83%
Think more people
in their organisation
will work from
home long-term
76%
Think their
organisation will
allow work from
home once
restrictions are
lifted
Organisational Long-Term Remote Working Capability

Detailed Findings:
Brand Communication

Brand Messages Shared
• 48% (72% in other APAC) currently have a
COVID-19 task force or specific team
working on how to manage messaging
and marketing campaign, with larger
organisations being more likely to have
one.
• Over the past 2-3 weeks, most have sent
brand messaging related to COVID-19
(68%), unrelated to COVID-19 (63%), and
sales promos (65%).
• Organisations have most commonly sent
company responses to COVID-19 for
customers (79%), updated company
policies for staff/stores (63%), and general
brand affinity messaging (49%).
Sent Brand Marketing Messages
in Past 2-3 Weeks
(Base: All respondents)
Q11 - Do you have a COVID-19 task force or specific team working on how to manage messaging and marketing campaigns? Base: All respondents (302)
Q5 - Has your brand sent marketing messages in the past 2-3 weeks? Base: All respondents (302)
Q6 - What types of messages are you sharing with your customers? Base: Shared messages (136)
63%
Unrelated to
COVID-19
65%
Sales Promotion
68%
Related to COVID-19
Types of Messages Being Shared
(Base: Sharing messages with customers)
79%
63%
49%
36%
34%
3%
Company response to COVID-19 for customers
Company policies for staff/stores in response to COVID-19
General brand affinity messaging
Community support
Helpful tips on adjusting to 'difficult times'
Other
Company response to
COVID-19 for customers
Company policies for
staff/stores in response
to COVID-19
General brand affinity
messaging
Community support
Helpful tips on adjusting
to 'difficult times'
Other

Authenticity, Resonance, and Brand Duty
• The vast majority feel that organisational
marketing/ communications have been
both authentic (90%) and have resonated
with customers (84%).
• There is a general sense that brands have
a duty to proactively offer help or provide
special offers to customers at this time.
Organisational Marketing/
Communications Have…
Q8a - Do you think your organisation's marketing/communication has: Been authentic / Resonated with consumers? Base: All respondents (302)
Q8 - Do you feel brands have a duty to be proactive in offering help (or providing special offers) to customers during this time? Base: All respondents (302)
Brand Duty
90% 84%
10% 16%
Been authentic Resonated with
customers
Yes No
84%
Feel brands have a
duty to proactively
offer help (or provide
special offers) to
customers at his time

Changes in Messaging
• 62% have had to shift imagery or
language in a recent marketing campaign
due to COVID-19, with larger
organisations being much more likely to
shift.
̶ Significantly less US firms (39%)
have shifted messaging.
• The most commonly shifted elements are
visuals of people touching (64%) and
language that describes close interactions
(52%).
Q12 - Have you had to shift imagery and language with a recent campaign? Base: All respondents (302)
Q12a - What have you had to shift? Base: Shifted imagery or language in recent campaign (188)
Messaging Shifts
(Base: Shifted imagery/language in
recent campaign)
64%
52%
43%
21%
3%
Visuals of people touching (i.e. high fiving, hugging)
Language that describes close interaction
Visuals of crowds
Visuals of travel
Other
Visuals of people
touching
(i.e. high fiving, hugging)
Language that describes
close interaction
Visuals of crowds
Visuals of travel
Other

Changes in Spending
• While nearly half have increased spending
on marketing campaigns due to COVID-19,
spending on advertising remained flat.
• In addition, marketing spending for the
remainder of this year will decrease due to
COVID-19.
• Larger organisations were more likely to
have changed their marketing and
advertising spending due to COVID-19.
Change in Spending Due
to COVID-19
Q11a - How has your spending changed in response to COVID-19 for: Marketing campaigns / Advertising? Base: All respondents (302)
Q16 - How is COVID-19 changing your marketing spending for the remainder of the year? Base: All respondents (302)
6% 8%
14% 14%
34%
47%
39%
24%
5% 4%
Marketing
campaigns
Advertising
Significant
increase
Modest
increase
No change
Modest
decrease
Significant
decrease
COVID-19 Impact on Marketing
Spending For Remainder of Year
14%
33%
35%
16%
Total
Significant
increase
Small increase
No change
Small decrease
Significant
decrease
+23% +3% NET Change -28% NET Change

Timeframe for Returning to Normal
• Nearly half (45%) expect to proactively
advertise/push out messaging within a week
of stay-at-home orders ending. Nearly one-
third (31%) will wait a few weeks to a month.
̶ Organisations in other APAC countries
will be significantly quicker in returning
to normal, with 62% restarting
messaging within a week and 60%
returning to pre-COVID investment
within a quarter.
• 38% say they will return to pre-COVID levels
of investment in marketing with a quarter of
sooner. One-fifth (21%) say it will take longer
than a year.
Time Between Stay-Home Orders
and Restarting Messaging
Q14 - After the requests for stay-at-home/self-containment end, how long until you proactively advertise or push out marketing messages again? Base: All respondents (302)
Q15 - How long do you think it will take to bounce back to pre-virus levels of investment in marketing/advertising? Base: All respondents (302)
Time Before Returning to Pre-
COVID Investment in Marketing
21%
19%
11%
21%
13%
4%
1
Within a
week
Within a
month
Within a
quarter
Within two-
quarters
Within a
year
Longer than
a year
16%
17%
14%
19%
18%
8%
1
Within a day
Within a few
days
Within a
week
Within a few
weeks
Within a
month
No change in
messaging
45%
Within a week
or earlier
38%
Within a quarter
or sooner

Changes in Online Traffic
• Most organisations have either seen their
online traffic increase (41%) or stay the
same (40%). Only 18% have seen
decreases in online traffic.
Q10 - Are you seeing a change in online traffic during this time? Base: All respondents (302)
Recent Change in Online Traffic
3%
15%
40%
35%
6%
1
Large increase
(50%+ increase)
Small increase (10-
30% increase)
No change
Small decrease (10-
30% decline)
Large decrease
(50%+ decline)
41% Increase

Long-Term Impacts
• The vast majority of organisations are
transforming their long-term strategy
in case this period lasts over a year
(79%), and changing their approach to
future marketing efforts (82%), with
larger organisations being more likely
to make changes.
̶ Japanese organisations are
much more likely to make long-
term changes to strategy and
marketing compared to those in
the US.
• These changes will entail moving
marketing to different channels (63%),
changing prioritised audiences (49%),
and reallocating resources across
different regions (32%).
Q17 - Are you transforming your strategy for the long term, in case this period lasts for 12+ months? Base: All respondents (302)
Q18 - Will this change the way you approach your marketing efforts in the future? Base: All respondents (302)
Q18a - How do you anticipate your brand marketing strategy changing over the next 12 months? Base: Will change approach to future marketing efforts (249)
Long-Term Impacts on Strategy
and Marketing Efforts
82%
Will change
approach to
marketing efforts
in future
79%
Transforming
strategy long-
term (in case period
lasts 12+ months)
Changes to Marketing Efforts
(Base: Will change approach in future)
63%
49%
32%
1%
8%
Moving our marketing to different channels
Changing the audiences that we are prioritizing
Reallocating across different regions
Other
No changes
Moving our marketing to
different channels
Changing the audiences
that we are prioritising
Reallocating across
different regions
Other
No changes

Adobe Marketer Outlook Survey Japan 2020

Adobe Marketer Outlook Survey Japan 2020

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