2018数字化趋势（英文版）_43页-2mb

2018 Digital Trends Summary

Core Content

The 2018 Digital Trends report, published by Econsultancy in partnership with Adobe, provides an in-depth analysis of the most significant digital trends affecting businesses globally. It is based on a survey of 12,795 marketing, creative and technology professionals across EMEA, North America and Asia Pacific. The report highlights the evolving digital landscape, focusing on customer experience (CX), content and data integration, design and creativity, digital skills, and the emerging role of AI in marketing.

Main Trends and Key Insights

1. Customer-Centric Approach and CX Dominance

• Customer experience (CX) remains the top priority for businesses, with 19% of respondents identifying it as the most exciting opportunity for 2018.
• Companies with a cross-team approach centered around the customer are nearly twice as likely to exceed their business goals (20% vs. 11%).
• Over 62% of companies have a cohesive plan, long-term view, and executive support for their customer experience strategy.
• The report emphasizes that CX is not just a marketing function but a cultural and strategic shift that requires collaboration across departments.

2. Content and Data Integration

• Content and experience management is the top strategic priority for 2018, with 45% of companies ranking it among their top three priorities.
• Content is the lifeblood of digital marketing, driving interactions across owned and third-party digital platforms.
• Data analysis is crucial for understanding customer needs and optimizing the experience. Around 65% of respondents view improving data analysis capabilities as very important for CX success.

3. Design and Creativity Renaissance

• A design and creativity renaissance is taking place, with 73% of respondents stating their companies are investing in design to differentiate their brands.
• Design-driven companies are 69% more likely to exceed their 2017 business goals (22% vs. 13%).
• Companies that have well-designed user journeys are 57% more likely to significantly surpass their goals (22% vs. 14%).

4. Digital Skills and Integrated Technology Stacks

• Investment in digital skills and education is paying off, with companies combining digital marketing with technology being nearly twice as likely to exceed their goals.
• A fragmented tech setup is still a common issue, with 43% of organizations reporting inconsistent integration between technologies.
• Top-performing companies are three times more likely than mainstream peers to have a highly integrated, cloud-based technology stack (25% vs. 9%).

5. AI and Real-Time Personalization

• AI is set to play a growing role in enabling real-time, personalized customer experiences.
• 28% of top-performing companies are already using AI, while 31% plan to implement it in the next 12 months.
• On-site personalization is the second most common use case for AI, following data analysis.
• AI is expected to become a key enabler for scaling personalization efforts and improving customer engagement.

6. Regional Focus and Challenges

• North American and European companies emphasize value in their CX strategies, while APAC companies prioritize personalization, relevance, safety, and speed.
• Larger organizations (with revenues over £150m) are more likely to prioritize cross-channel experience orchestration, with 81% considering it very important.
• Digital-first organizations are more likely to outperform their peers, with 18% of companies identifying as digital-first, compared to 9% of mainstream companies.

Key Findings

• CX optimization continues to be a top focus, with companies showing a clear trend towards customer-centric strategies.
• Integrated technology stacks are becoming a prerequisite for success, as fragmented systems hinder seamless customer experiences.
• Design and creativity are gaining prominence, with a strong correlation between brand differentiation and business performance.
• AI and data analytics are seen as critical tools for future marketing success, particularly in delivering personalized, real-time experiences.
• Digital skills are essential for leveraging technology and data effectively, with a clear link between skill development and business outcomes.
• Regional differences are evident in how companies prioritize CX, with APAC focusing on personalization and North America on value.

Future Outlook

The report suggests that AI, data-driven marketing, and integrated technology solutions will be central to future digital success. Marketers are advised to focus on five key areas:

1. Enhancing customer experience through a cross-functional, customer-centric culture.
2. Optimizing content and data integration to drive better customer journeys.
3. Investing in design and creativity to stand out in a competitive market.
4. Building robust digital skills and fostering a culture of innovation.
5. Ensuring compliance with data regulations such as GDPR while maintaining data control and accessibility.

Appendix Highlights

• The survey included respondent profiles, providing insights into the demographics and regional representation of participants.
• A notable decline in digital-first organizations (from 14% in 2015 to 11% in 2018) suggests that the concept is becoming more niche and strategic.

This report underscores the importance of aligning people, processes, and technology to deliver superior customer experiences, while also highlighting the growing need for data control, creative integration, and AI adoption in the digital marketing landscape.