2018年数字化趋势（英文）_43页-2mb

2018 Digital Trends Summary

Core Content

The 2018 Digital Trends report by Econsultancy, in partnership with Adobe, provides an in-depth analysis of the digital landscape and highlights key trends impacting marketing and business performance. Based on a global survey of 12,795 marketing, creative, and technology professionals, the report outlines the strategic priorities and challenges faced by companies in the digital era.

Main Trends and Insights

1. Customer Experience (CX) Remains a Top Priority

• CX is the most exciting opportunity for marketers in 2018, with 19% of respondents identifying it as the top priority.
• Companies with a cross-team approach centered on the customer are nearly twice as likely to exceed their 2017 business goals (20% vs. 11%).
• 62% of companies have a cohesive plan, long-term view, and executive support for their customer experience strategy, showing a slight decrease from 2017.
• The value of CX is increasingly recognized, with 29% of North American and 23% of European marketers emphasizing its importance.

2. Content and Data Drive UX and Customer Journey Optimisation

• Content and experience management is the top strategic priority for 2018, with 45% of companies ranking it as a key area.
• The report emphasizes the dual focus on content and data as essential for delivering optimal digital experiences.
• User journey design is critical, with companies that have well-designed user journeys being 57% more likely to exceed business goals (22% vs. 14%).

3. Design and Creativity Renaissance

• There is a growing emphasis on design and creativity as a means to differentiate brands and enhance the customer experience.
• Design-driven companies are 69% more likely to significantly exceed their 2017 business goals (22% vs. 13%).
• Companies that value creativity are 46% more likely to outperform their peers (19% vs. 13%).

4. Integrated Technology Stacks for Success

• A fragmented tech setup is a major obstacle, with 43% of companies reporting inconsistent integration between technologies.
• Top-performing companies are three times more likely to have a highly-integrated, cloud-based technology stack (25% vs. 9%).
• The combination of digital marketing skills with technology is vital, with companies achieving this being nearly twice as likely to surpass business goals (20% vs. 11%).

5. AI and Real-Time Personalisation

• AI is expected to play a growing role in enhancing real-time personalisation and customer engagement.
• 28% of top-performing companies are using AI for marketing, compared to 12% of mainstream companies.
• 31% of companies plan to adopt AI in the next 12 months, indicating a strong upward trend.
• On-site personalisation is the second most common use case for AI.

6. Digital-First Approach for Competitive Advantage

• Top-performing companies are twice as likely to classify themselves as digital-first (18% vs. 9%).
• The proportion of digital-first companies has slightly declined from 14% in 2015 to 11% in 2018.
• Companies with separate digital marketing functions are more likely to be in the digital-first category, especially in the Asia-Pacific region (24% vs. 16%).

7. Challenges and Opportunities in Digital Transformation

• The report highlights that digital transformation involves people, process, and technology.
• Collaboration across teams is essential for success, with 74% of marketers agreeing that a cross-team approach is in place.
• Companies that reward collaboration and align incentives with customer-centric goals are more likely to succeed.

8. Regional Differences in CX Focus

• North America and Europe focus on making the customer experience as valuable as possible (29% and 23% respectively).
• Asia-Pacific prioritizes personalisation, relevance, speed, and safety of the experience.
• Larger companies are more likely to emphasize multi-channel experience orchestration, with 81% of respondents at companies with over £150m in revenue rating it as very important.

9. Data Access and Control

• 91% of companies globally and 89% in Europe are confident in complying with GDPR.
• Control over customer and marketing data is a hygiene factor, with companies that have this capability being 62% more likely to surpass business goals (21% vs. 13%).

Key Takeaways

• Customer-centric strategies are crucial for business success, with a strong emphasis on cross-functional collaboration and customer journey optimisation.
• Content and data integration are foundational to delivering effective digital experiences.
• Design and creativity are becoming more strategic, playing a key role in brand differentiation.
• AI and automation are expected to be pivotal in enabling real-time personalisation and improving marketing efficiency.
• Integrated technology platforms are becoming a necessity, not a luxury, for companies aiming to outperform.
• Digital-first organisations are more likely to achieve success, though the proportion has declined slightly.
• Regional variations exist in how companies prioritize CX, with APAC emphasizing personalisation and value in North America.
• Data compliance is a growing concern, especially in Europe, with the GDPR playing a central role in shaping data strategies.

Conclusion

The 2018 Digital Trends report underscores the evolving digital landscape, where customer experience, content creation, data analytics, and technology integration are at the core of marketing success. Companies that invest in a customer-centric culture, cross-team collaboration, and advanced digital capabilities are more likely to achieve their business goals. As the industry moves toward AI-driven personalisation and real-time engagement, the importance of strategic planning, employee incentives, and technological agility will only grow.