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Adobe_2018年网络趋势报告(英文版)2018_43页

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Digital Intelligence Briefng: 2018 Digital Trends2 Digital Intelligence Briefng:2018 Digital Trends1. Foreword by Adobe ........ 2. Executive summary ........ 3. Review of 2017: digital-frst organisations more likelyto have exceeded business goals ...... 4. Companies get quantifable uplift from customer- centric approach… it’s the year of CX again ......... 5. Dual focus on content and data fuels UX andcustomer journey optimisation ......... 6. The design and creativity renaissance ......... 7. Investment in digital skills and education paysdividends .... 8. Companies with integrated technology stacksoutperform competitors ........... 9. Ability to measure ROI helps boost digital marketinginvestment . 10. Looking ahead – AI set to help companies with questto provide more compelling real-time experiences ....... 11. Fit for the future – fve areas marketers should focuson ...... 12. Appendix: respondent profles ........... 3 4 6 10 14 18 21 24 2731 35 37Digital Intelligence Briefng: 2018 Digital Trends3 Yet again we have been blown away by the response toour Digital Trends survey, with almost 13,000 marketerstaking part globally. This year’s report, now in its eighth year,gives an annual view of the ‘state of the nation’ of digital,alongside data showing what distinguishes outperformingcompanies from their peers. While there are plenty of new insights in this year’s report,the message is again coming through loud and clear thatwe have well and truly moved into an era where experienceis the focal point of digital activities. At the same time there’s a ‘creativity renaissance’ happeninganisations across the globe are investing more heavilyin design to diferentiate their brands. In fact, organisationsthat described themselves as ‘design-driven’ are more likelyto signifcantly exceed their business goals. It takes the right culture to achieve the right blend of tech,data and design. Companies committed to deliveringexperiences are adopting a cross-team approach with thecustomer at the heart of all initiatives and collaboration.These organisations are winning by a signifcant margin,and have built a cohesive, long-term plan for attractingfuture customers. So, it’s not surprising that thesecompanies are at the top of their sectors. It’s encouraging to see so many organisations rampingup their investments in key digital areas to create the bestcustomer experience possible. Here at Adobe, we wish yousuccess in your endeavours for the year ahead. Enjoy the report! Forewordby Adobe John WattonSenior Director, Marketing,Adobe Digital Intelligence Briefng: 2018 Digital Trends4 Executive Summary Companies continue to focus on the customerexperience (CX), as well as the content required tofacilitate this. Organisations committed to CX are shownto outperform their peers.Asked about the single most exciting opportunity for theyear ahead, optimising customer experience (19%) againcomes out on top, ahead of data-driven marketing thatfocuses on the individual (16%) and creating compellingcontent for digital experiences (14%)anisations with a ‘cross-team approach with thecustomer at the heart of all initiatives’ are nearly twice aslikely to have exceeded their top 2017 business goal by asignifcant margin (20% vs. 11%).Just under two-thirds (62%) of companies agree they have‘a cohesive plan, long-term view and executive supportfor the future of [their] customer’.The top strategic priority for organisations in 2018 iscontent and experience management. Almost half (45%)of companies surveyed rank this as one of their threemost important priority areas for the year ahead, with affth (20%) stating that this is their primary focus. We are entering a ‘design and creativity renaissance’,with top-performing companies recognising theimportance of these capabilities to complement dataand technology excellence.The survey has found that just under three-quarters (73%)of respondents say their companies areinvesting in designto diferentiatetheir brandsanisations describing themselves as ‘design-driven’ are69% more likely than their peers to have exceeded their2017 business goals by a signifcant margin (22% vs. 13%).Similarly, organisations where creativity is highly valuedare 46% more likely to have exceeded their 2017 businessgoals by a signifcant margin (19% vs. 13%)anisations that ‘ have well-designed user journeys thatfacilitate clear communication and a seamless transaction ’are 57% more likely to have signifcantly surpassed their2017 business goals (22% vs. 14%). Econsultancy’s 2018 Digital Trends report, published in association with Adobe,is based on a global survey of 12,795 marketing, creative and technologyprofessionals in the digital industry across EMEA, North America and Asia Pacifc. Now in its eighth year, the research looks at the most signifcant trends that willimpact companies in the short to medium term. As part of this year’s study, wehave also identifed a number of top-performing companies in order to identifyhow they are focusing their activities and investments diferently compared totheir peers. High-performing companies are those organisations that exceeded their top2017 business goal by a signifcant margin, and who have also signifcantlyoutperformed their competitors. Key insights from the research include: 。。。。。。