Adobe-2018年网络趋势报告（英文版）-2018-43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, focusing on the strategic priorities and performance of companies in the digital industry across EMEA, North America, and Asia Pacific. Based on a global survey of 12,795 marketing, creative, and technology professionals, the report highlights the growing importance of customer experience (CX), content and data integration, and digital transformation in driving business success.

Main Trends and Insights

1. Customer-Centric Approach and CX

• CX remains a top priority, with 19% of respondents identifying it as the most exciting opportunity for 2018.
• Companies with a cross-team approach centered on the customer are nearly twice as likely to have significantly exceeded their business goals (20% vs. 11%).
• 62% of companies believe they have a cohesive plan, long-term view, and executive support for the future of their customer experience.
• Data-driven marketing is also gaining traction, with 16% of respondents selecting it as a key opportunity, showing a rise from 12% in 2017.

2. Content and Experience Management

• Content and experience management is the top strategic priority for 2018, with 45% of companies ranking it among their top three priorities.
• 69% of companies in the Asia Pacific region are prioritizing personalization and relevance in their CX efforts, compared to 29% in North America and 23% in Europe.
• 71% of marketers globally consider optimizing the customer journey across multiple touchpoints as very important, with this figure rising to 77% in North America.
• Companies that have well-designed user journeys are 57% more likely to have significantly exceeded their 2017 business goals (22% vs. 14%).

3. Design and Creativity Renaissance

• A creativity renaissance is underway, with 73% of respondents stating their companies are investing in design to differentiate their brands.
• Design-driven organizations are 69% more likely to have exceeded their business goals (22% vs. 13%).
• Companies that value creativity highly are 46% more likely to have exceeded their goals (19% vs. 13%).

4. Integrated Technology Stacks

• A fragmented technology setup is still a common issue, with 43% of companies reporting a lack of integration.
• Top-performing companies are three times more likely to have invested in a highly-integrated, cloud-based technology stack (25% vs. 9%).
• Digital skills are critical, with 73% of respondents agreeing that their companies combine digital marketing skills with technology, and those doing so are nearly twice as likely to have exceeded their business goals (20% vs. 11%).

5. AI and Real-Time Personalization

• AI is set to play a growing role in delivering personalized real-time experiences, with 28% of top-performing companies using it for marketing, compared to 12% of mainstream companies.
• 36% of company respondents and 40% of agency respondents are excited about real-time personalization as a key opportunity over the next three years.
• 15% of companies are already using AI, while 31% plan to implement it in the next 12 months.

6. Business Performance and Digital-First Strategy

• Digital-first organizations are twice as likely to have exceeded their business goals (18% vs. 9%).
• 62% of respondents believe their organizations have the necessary infrastructure and strategy to support CX, slightly down from 64% in 2017.
• 74% of companies have a cross-team approach with the customer at the center, with these organizations being nearly twice as likely to exceed business goals.

Key Areas for Future Focus

1. AI and Real-Time Experiences

• AI will be a major enabler for creating compelling, real-time customer experiences.
• Companies must invest in data analysis and on-site personalization to leverage AI effectively.

2. Integrated Technology and Digital Skills

• Integrated technology stacks are essential for seamless customer experiences.
• Companies that combine digital marketing skills with technology are more likely to succeed.

3. Content Creation and In-House Capabilities

• Content creation is increasingly seen as a strategic in-house function.
• 82% of respondents agree they are looking to bring content creation in-house.
• Companies that do so are 29% more likely to have exceeded their business goals.

4. Data Access and Compliance

• The GDPR is a major concern for European companies, but 91% globally claim to be confident in compliance.
• Access and control over customer data is a hygiene factor for success, with companies having this capability being 62% more likely to exceed goals.

5. Cross-Functional Collaboration

• Cross-team collaboration is crucial for delivering cohesive and effective customer experiences.
• The right cultural environment and reward systems are necessary to encourage such collaboration.

Conclusion

The 2018 Digital Trends report underscores the importance of customer experience, content and data integration, and cross-functional collaboration in driving business success. As digital transformation continues, companies that invest in integrated technology, design-driven approaches, and AI capabilities are better positioned to lead in the market. The report also highlights the increasing need for data literacy and compliance with privacy regulations as key challenges and opportunities for the future.