2018数字化趋势（英文版）_41页_2mb

2018 Digital Trends Report Summary

Core Content

The 2018 Digital Trends report, published by Econsultancy in association with Adobe, is based on a global survey of 12,795 marketing, creative, and technology professionals. It highlights key trends and insights that are shaping the digital marketing landscape, emphasizing the increasing importance of customer experience (CX), design, and integrated technology solutions.

Main Trends and Insights

1. Customer Experience (CX) is the Top Priority

• CX as a Focus: Customer experience optimization remains the most exciting opportunity for 2018, with 19% of respondents identifying it as their top priority.
• Performance Impact: Companies that adopt a cross-team approach with the customer at the center are nearly twice as likely to exceed their 2017 business goals (20% vs. 11%).
• Long-term Planning: 62% of companies have a cohesive, long-term plan with executive support for the future of their customer experience, slightly down from 64% in 2017.

2. Design and Creativity are Key Differentiators

• Design-Driven Companies: Organizations described as 'design-driven' are 69% more likely to exceed their business goals (22% vs. 13%).
• Creativity Emphasis: Companies that value creativity highly are 46% more likely to exceed their goals (19% vs. 13%).
• User Journeys: Companies with well-designed user journeys that facilitate clear communication and seamless transactions are 57% more likely to surpass their goals (22% vs. 14%).

3. Integrated Technology is Crucial for Success

• Fragmented Tech Setup: 43% of companies report a fragmented approach with inconsistent integration between technologies.
• Cloud-Based Tech Stack: Top-performing companies are almost three times more likely to have invested in a highly-integrated, cloud-based technology stack (25% vs. 9%).
• Streamlined Workflows: Only 17% of companies strongly agree they have streamlined workflows to respond to new channel demands, while 62% of those with tools for integrated creative and content workflows are more likely to exceed their goals (21% vs. 13%).

4. AI and Real-Time Personalisation

• AI Adoption: 15% of companies are already using AI for marketing, with an additional 31% planning to implement it within 12 months.
• Top-Performing Companies: These companies are more than twice as likely to use AI (28% vs. 12%).
• Personalisation: Real-time personalisation is the second most common AI use case, following data analysis.

5. Regional Focus on CX Improvement

• North America and Europe: Focus on making the experience as valuable as possible (29% and 23% respectively).
• Asia Pacific (APAC): Emphasis on personalisation and relevance (21%), with a greater emphasis on safety, reliability, and speed.
• Large Companies: 81% of respondents from companies with over £150m in annual revenue consider optimizing the customer journey across multiple touchpoints as very important.

6. Content and Experience Management as a Strategic Priority

• Top Priority: 45% of companies rank content and experience management among their top three priorities for 2018.
• Content In-House: 82% of respondents agree that content creation should be brought in-house, with these organizations 29% more likely to exceed their goals (18% vs. 14%).

7. Data-Driven Marketing and Analytics

• Data Importance: 32% and 31% of respondents cite analytics and audience/data management as their top-three priorities.
• Data Access and Control: 91% of global companies and 89% in Europe are confident they comply with data regulations.
• GDPR Compliance: Companies must ensure opt-in consent and transparency in data usage, but GDPR does not prevent data collection.

Key Takeaways

• CX is central: Companies that prioritize customer experience are more likely to outperform their peers.
• Design and creativity matter: These are increasingly seen as essential for brand differentiation and business success.
• Integrated technology is a must: Fragmentation hampers effectiveness, while integrated platforms enable automation and personalization.
• AI is on the rise: Marketers are increasingly adopting AI for real-time personalization and data analysis.
• Regional differences: North America and Europe focus on value, while APAC emphasizes personalization and efficiency.
• Content strategy: Organizations are shifting content creation in-house, and the synergy between content and data is vital.
• Data compliance is critical: Marketers must balance data-driven approaches with regulatory compliance, especially under GDPR.

Conclusion

The report underscores that the digital landscape is evolving rapidly, with experience and integration at the forefront. Companies that embrace a customer-centric, cross-functional, and technologically advanced approach are more likely to succeed. As AI and data analytics become more integral, the ability to deliver personalized, seamless, and secure digital experiences will be key to long-term business growth.