The Digital Trends report, published by Econsultancy in partnership with Adobe, is based on the largest global survey of its kind, with almost 13,000 marketers and digital professionals taking part.
This year’s Adobe report, now in its eighth year, gives an annual view of the ‘state of the nation’ of digital, alongside data showing what distinguishes outperforming companies from their peers.
Key findings in the report include:
- Companies continue to focus on the customer experience (CX), as well as the content required to facilitate this. Organisations committed to CX are shown to outperform their peers
- We are entering a ‘design and creativity renaissance’, with top-performing companies recognising the importance of these capabilities to complement data and technology excellence
- Investment in technology and related skills is paying dividends, with integrated platforms fast-becoming a prerequisite for success
- AI set to play a growing role in helping marketers to deliver more compelling real-time experiences
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