Adobe Digital Dialogue

February 16, 2017 /Digital Marketing /

The Adobe Digital Trends Report 2017

I’m pleased to announce the 2017 Econsultancy/Adobe Dig­i­tal Trends report is now avail­able to down­load. More than 14,000 mar­ket­ing and dig­i­tal pro­fes­sion­als around the world took part in this year’s sur­vey – dou­ble the respons­es from last year and a sub­stan­tial increase since we launched this annu­al sur­vey in 2012.

The sur­vey results rein­force key trends around cus­tomer expe­ri­ence, con­tent, data and cul­ture. At Adobe we believe amaz­ing cus­tomer expe­ri­ences are a blend of art and sci­ence: art in the con­tent and sci­ence in the data. Data is the voice of the cus­tomer and con­tent is how you respond. Invest­ing in the right tech­nol­o­gy is cru­cial but busi­ness­es are also recog­nis­ing the impor­tance of a cus­tomer-ori­ent­ed, agile and col­lab­o­ra­tive com­pa­ny cul­ture.

Here are just a few high­lights:
— While cus­tomer expe­ri­ence (CX) has topped the pri­or­i­ty list for a few years, this year pri­ori­tis­ing the foun­da­tion­al ele­ments need­ed to deliv­er it has fall­en.
— To deliv­er dif­fer­en­ti­at­ed cus­tomer expe­ri­ences, busi­ness­es need to cre­ate an expe­ri­ence-focused com­pa­ny cul­ture.
Design is the strate­gic weapon in build­ing emo­tive and evoca­tive cus­tomer attach­ments to your prod­ucts and brand.
— There is still a strong mobile app and social media focus in the Asia-Pacif­ic region (APAC).

Cus­tomer expe­ri­ence
About 20% of respon­dents rank opti­mis­ing the cus­tomer expe­ri­ence as the sin­gle most excit­ing oppor­tu­ni­ty for the year ahead. These respon­dents are look­ing beyond mobile to focus on the Inter­net of Things (IoT), aug­ment­ed real­i­ty (AR) and vir­tu­al real­i­ty (VR).
Yet some com­pa­nies have tak­en their eye off the cus­tomer-expe­ri­ence ball: the role of data has fall­en way down marketing’s pri­or­i­ty list in 2017. But with­out strong data ana­lyt­ics, mar­keters will fail to under­stand their cus­tomers and this will hin­der their abil­i­ty to opti­mise the all-impor­tant cus­tomer expe­ri­ence.

Com­pa­ny cul­ture
This year’s sur­vey reveals a sur­pris­ing­ly clear split: 12 per cent of respon­dents said build­ing a cross-team cul­ture that keeps the cus­tomer at the heart of all ini­tia­tives was their tough­est task, while 13 per cent said it was the eas­i­est.

This split sug­gests a gulf between how organ­i­sa­tions mas­ter this ele­ment of cus­tomer expe­ri­ence deliv­ery. Com­pa­nies that are small­er and nim­bler and/or those born dig­i­tal have the cus­tomer-cen­tric approach embed­ded in their DNA, while more tra­di­tion­al organ­i­sa­tions may strug­gle.

Design and cre­ativ­i­ty
Some 82% of organ­i­sa­tions val­ue cre­ativ­i­ty high­ly and about 75% are invest­ing in design to dif­fer­en­ti­ate their brand. How­ev­er, about 40% say they lack the process­es to achieve a design advan­tage – in fact, 36% of respon­dents say well-designed user jour­neys that enable clear com­mu­ni­ca­tion and a seam­less trans­ac­tion are dif­fi­cult to mas­ter.

Under­stand­ing data enables a com­pa­ny to refine its cus­tomer seg­ments. This process requires addi­tion­al cre­ative con­tent in real time to engage these new seg­ments – what we call con­tent veloc­i­ty. This is where design-cen­tric busi­ness­es with robust tech­nol­o­gy will out­per­form those that haven’t invest­ed in the resources.

Mobile and social
With the strong adop­tion and stick­i­ness of mobile apps in APAC, it’s not sur­pris­ing mar­keters have pri­ori­tised mobile app engage­ment above their peers in North Amer­i­ca and Europe. Face­book is start­ing to add e-com­merce and ser­vice capa­bil­i­ties that have been avail­able in apps such as WeChat for a while now.

In some APAC coun­tries social apps are the pre­ferred cus­tomer engage­ment chan­nel – 31% of APAC mar­keters are more like­ly to view social media engage­ment as a top pri­or­i­ty com­pared with 28% in North Amer­i­ca and 27% of Euro­pean respon­dents.

I invite you to down­load the Dig­i­tal Trends Report 2017, join the con­ver­sa­tion and share your per­spec­tive: @rigbyscott

Digital Marketing

Join the discussion

  • By vishesh - 3:36 AM on March 27, 2017   Reply

    I should love to join.

Join the discussion