Experience Index2021 Digital TrendsTable of Contents
Foreword from Adobe Introduction Your New Customer Working Together, Apart Reorganisation
Guiding Principles for 2021 Methodology
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With over 13,000 participants in the 2020 study, more than 85,000 businesspeople from every continent (including Antarctica) have contributed their time and insights to this research since its inception in 2010. Their contributions make this the largest and most durable study of how digital trends are changing the marketing discipline. Adobe and Econsultancy would like to thank everyone for their effort and insight.
2021 Digital Trends
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Welcome to Adobe’s 2021 Digital Trends Report, our annual survey that charts the evolution of marketing, advertising, ecommerce, creative and technology professionals around the world. Last year, we published a landmark report to celebrate a decade of Digital Trends. As we celebrated its launch, nobody could have predicted what the next 12 months would bring. Well, it certainly hasn’t been ‘more of the same’. The global pandemic and the sustained level of uncertainty that followed has led to the most innovative period in the history of marketing, essentially rewriting the rulebook for many businesses.
Instead of deviating from predicted trends, the dramatic events of 2020 have acted as an accelerant for digital transformation. Topics that were years away from consideration are now at the top of today’s agenda. Whether demand for their products and services has increased or decreased, businesses are all grappling with the same challenges: remote working, new digital customers, the need for greater convenience, changes in buying behaviour and, added to that, their employees’ and their customers’ well-being. More than two-thirds of the companies with top-tier customer experience (CX) functions outpaced their sectors in the second half of 2020 and they were three times more likely to have 'significantly outpaced' their sectors than the rest of the sample.
The results of our survey show that past
investments in customer experience have paid off, which further underlines the importance of speed and personalisation as we enter the new era in experience. As business leaders look towards the new year and scan the horizon for a return to normal, it’s apparent that the new era in experience will be born digital. The economic
2021 Digital Trends
Alvaro Del Pozo
Vice President, International Marketing, Adobe
impact of this acceleration and the opportunities it presents will only become clearer as the dust settles. The 2021 Digital Trends Report, produced in collaboration with Econsultancy, brings key trends to life with startling clarity.
The 2021 Digital Trends Report looks to both the past and the future, presenting two equally valuable perspectives: What has changed in the last year as a result of the pandemic, and the trends that are waiting around the corner. Thousands of seasoned professionals have shared their hard-won lessons of the pandemic – offering advice on everything from hybrid
working and attracting talent, to catching up with the exponential rise of the digital-first consumer. From these insights, we present three guiding principles for 2021: empathy is the future of experience, the new era is disruptive, and brand purpose becomes even more relevant.
With the world on the brink of change, this year’s report provides timely insights to help marketers and business leaders realign their vision and bounce back stronger in 2021.
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Econsultancy&Adobe-2021年数字趋势报告(英文)
