Adobe-2019数字科技趋势报告（英文）-2019.3-49页.pdf

2019 Digital TrendsExperience Index每日免费获取报告1、每日微信群内分享7+最新重磅报告；2、每日分享当日华尔街日报、金融时报；3、每周分享经济学人4、行研报告均为公开版，权利归原作者所有，起点财经仅分发做内部学习。扫一扫二维码关注公号回复：研究报告加入“起点财经”微信群。Contents1.Foreword by Adobe 32.Executive summary 4 2.1.Acknowledgements 63.Quest for great CX powered by technology 74.Data is the new everything 135.Customer journey management holds key to personalisation 196.Control of data:compliance and walled gardens 257.Increased uptake of artificial intelligence 308.Recommendations 369.Appendix 1:Respondent profiles 3810.Appendix 2:Other selected charts 432019 Digital Trends21.Foreword byAdobe.The battleground for customer loyalty has moved from the tangible to the intangible.From products and services to experiences and ease of access.Its why Spotify has become more than a streaming service,why Swisscom offers a digital experience that adapts to customers in real time,and why Sky UK uses AI to keep refining and personalising its services.In this ninth edition of our Digital Trends research,conducted in partnership with Econsultancy,we see that brands are increasingly becoming data-driven,as you may expect,but also more customer-experience(CX)centric.Today,a personalised customer experience is the ultimate differentiator.Where companies once relied on products and reputation to stay relevant,constant disruption and an explosion of choice require them to offer more.Our report shows that its not enough to simply collect data businesses need to manage and use it effectively to cover all aspects of the customer journey.They need to empower teams with the processes and technology to draw out insights and come up with exciting ways to serve their audiences.This year,we surveyed over 12,500 marketers,creatives and IT professionals,and the results were clear:brands are intent on taking control of their data.Over half(55%)of marketers say they have prioritised better use of data this year,and 63%of IT professionals say data collection and unification ranks among their top priorities.This could well be driven by concerns around walled gardens,with 44%of agencies making it clear that relinquishing control over their data is their number one headache.But protecting customer privacy is also a compelling driver.Europes General Data Protection Regulation(GDPR)is now in place,with America poised to follow suit in the near future,and major companies are beginning to pay the price for a disjointed approach to handling personal information.While most brands agree that regulations will have a positive impact on their organisation,they understand the need for greater control to keep pace with the market while maintaining integrity.This will be the major storyline for brands through the rest of 2019,and into 2020.Almost two-thirds of respondents admit they still have a fragmented approach to marketing and CX technology,and 28%of marketers say concerns over consumer privacy keep them up at night.Encouragingly,our report reveals that brands are ready to do things differently.They are stepping up to the challenge by admitting it is time for change,and our research reveals the steps they are taking to bring this change to life.John Watton Senior Director,Marketing Adobe2019 Digital Trends32.Executive summary.The 2019 Digital Trends report,produced by Econsultancy in partnership with Adobe for the ninth year running,is based on a global survey of 12,815 marketing,advertising,ecommerce,creative and IT professionals working for both brands and agencies.The research looks at the most significant digital-related trends that are driving marketing and customer experience strategies in the short to medium term,with a focus on understanding what companies are prioritising and what they regard as the greatest challenges.Key insights from this years research include:Those companies that are succeeding are delivering first-class,personalised customer experiences built on a foundation of integrated marketing and CX technology.Those organisations classifying themselves as very advanced at customer experience are almost three times more likely than their peers to have exceeded their top 2018 business goal by a significant margin.But only 10%of responding companies regard themselves as very advanced at CX,and the same percentage describe themselves as digital-first.Digital-first companies are 64%more likely than their peers to have exceeded their top 2018 business goal by a significant margin(23%vs.14%).CX leaders are four-and-a-half times more likely than other companies to have a highly integrated,cloud-based technology stack(32%vs.7%).Companies with a highly unified technology stack are 131%more likely to have significantly outperformed their top 2018 business goal(30%vs.13%).Half(50%)of client-side respondents say their organisations are planning to increase CX-related technology spending in 2019,and only 5%say they plan to reduce it.The most dominant theme emerging from this years research is the importance of customer data,and the greater levels of urgency that are apparent when it comes to harnessing data for commercial gain.The larger organisations surveyed for this research(150m+annual revenue)regard data-driven marketing that focuses on the individual(24%)as the single most exciting opportunity for their organisations in 2019,ahead of optimising the customer experience(19%)in second place.Marketers surveyed for this research are particularly focused on data.Most marketers(55%)expect better use of data for more effective audience segmentation and targeting to be among their top three organisational priorities during 2019.The second most popular choice for marketers is improving customer intelligence and insights for a holistic customer view(42%),another data-related discipline.Customer journey management(33%)is the top digital-related priority for larger organisations.For these larger companies delivering personalised experiences in real time(37%)is the most exciting prospect in three years time.2019 Digital Trends4Companies are seeking greater control and ownership of their data,with a focus on compliance and concern about walled gardens.More than a quarter(28%)of marketers cite difficulties personalising customer experience without violating consumer privacy as a challenge most likely to keep them awake at night.Across all regions,significantly more businesses say they have experienced a positive rather than negative impact from the increased focus on consumer data protection.More than half(52%)of CX leaders report a positive impact,compared to only 8%who see a negative impact.Those in Europe where companies have been focused on becoming compliant with the EUs General Data Protection Regulation(GDPR)are significantly more likely than those in other regions to report a negative impact(24%),though even here a higher proportion report a positive impact(34%).More than four in ten(44%)agency respondents working in advertising describe walled audience data silos,such as Facebook and Google as one of the three biggest challenges,making this their clients number-one headache ahead of other high-profile challenges such as ad viewability(20%)and ad fraud(17%).AI has gained significant traction in the last year,but there are still significant barriers preventing organisations from reaping the benefits.Survey respondents are most likely to describe themselves as curious(36%)when it comes to the impact of automation,positioned in the context of self-driving cars and grocery stores without employees.Just over a quarter(26%)of client-side respondents are really excited,while 22%are cautious and 5%are happy.Relatively few survey respondents report more negative emotions,with only 4%saying they are afraid and 1%angry.Where there is inertia within businesses around AI uptake it is due to the lack of awareness and understanding about the how and why of artificial intelligence.A third(33%)of larger organisations cite no perceived need,while 37%concede a lack of knowledge on how they can use AI,and 38%have not yet assessed how they could use AI.There has been a 50%increase since last year in the proportion of larger organisations stating they are already using AI,up from 24%to 36%.CX leaders are twice as likely as other companies to be using AI within their organisations.2019 Digital Trends52.1.AcknowledgementsAs well as all survey respondents,Econsultancy and Adobe would particularly like to thank the following interviewees for their contributions to this research:Lynne Biggar,Chief Marketing and Communications Officer,Visa Angus Cormie,Ecommerce Director for Consumer and Small Business,Dell Kristof Fahy,CMO(Interim),C Clive Grinyer,Consultant James Keady,Director of Digital Engagement for Asia and EMEA,Citibank Jennifer LaFrance,Director of Global Digital Strategy,McCormick&Company Laurence Parkes,Chief Strategy Officer,Rufus Leonard Ivan Pollard,Global CMO,General Mills2019 Digital Trends6A persistent theme running through recent Econsultancy/Adobe annual Digital Trends reports has been how businesses must remain focused on the CX vision.First-class,personalised customer experiences need to be at the centre of commercial strategies because they are vital for competitive differentiation and,increasingly,just for survival.This years report serves as a wake-up call for those companies that are failing to make progress when it comes to transformative CX improvements,including the strategy and technology that are required to underpin this.As noted by Econsultancy Founder Ashley Friedlein in his round-up of key marketing and digital trends for the coming year,“customer experience is perhaps as much a mindset and business philosophy as a discipline”1.3.Quest for great CX powered by technology.1.https:/ leaders are almost three times more likely than their peers to have exceeded their top 2018 business goal by a significant margin.2019 Digital Trends7Figure 1:How do you rate your company in terms of customer experience(CX)maturity?8%44%38%10%5%45%42%8%Immature we havent even started on this journey Not very advanced we have some ad hoc tactical initiatives but no real CX strategy or tech capability Quite advanced our strategy and technology are aligned but CX is not fully embedded yet Very advanced our strategy and technology are well aligned around CX to successful efect 20152019Respondents 2019:5,153Respondents 2015:937While customer experience is widely recognised as crucial for commercial success,the research suggests that organisations are struggling to translate this conceptual understanding into an operational reality.Whether CX is a mindset,philosophy or a discipline,too many companies are failing to seize the initiative,as is evidenced by our global survey of business professionals completed by thousands of respondents in North America,Europe,Asia Pacific and other regions.Only one in ten organisations see themselves as very advanced in respect of customer experience just a two-percentage-point improvement since 2015 when we last asked this question(Figure 1).Most companies(52%)still categorise themselves as either being not very advanced(44%)or immature(8%).While many companies have made genuine progress,others are only just waking up to the magnitude and difficulty of the task,with legacy CX and marketing technology infrastructure no longer seen as fit for purpose in a world of increasing complexity.Customer experience is perhaps as much a mindset and business philosophy as a discipline.Ashley FriedleinFounder,Econsultancy“2019 Digital Trends8Figure 2:Proportion of responding companies that exceeded their top 2018 business goal by a significant margin(for different levels of CX maturity)37%18%10%8%Very advanced-our strategyand technology are wellaligned around CX tosuccessful efectQuite advanced-our strategyand technology are alignedbut CX is not fully embeddedyetNot very advanced-we havesome ad hoc tacticalinitiatives but no real CXstrategy or tech capabilityImmature-we havent evenstarted on this journeyRespondents:5,1502.https:/ 2 serves as a potent reminder of the commercial benefits for companies that have prioritised the customer experience.Those organisations classifying themselves as very advanced at CX(CX leaders)are almost three times more likely than their peers to have exceeded their top 2018 business goal by a significant margin(37%vs.13%).The lack of progress by many organisations is also evident from the steady and persistent decline in the proportion of companies that see themselves as digital-first organisations,dropping to just 10%in 2019(see Figure 31 in Appendix 2).This hesitancy around digital transformation is consistent with research by analyst firm Forrester which also shows a large amount of inertia in this area2.According to its 2018 study of 1,600 business and IT decision-makers,the majority of organisations(56%)are attempting digital transformation,but the level of investment and ambition is insufficient when it comes to making functions such as marketing and customer service truly fit for purpose in the digital age.Only one in ten organisations see themselves as very advanced in respect of customer experience.2019 Digital Trends9Figure 3:Proportion of responding companies that exceeded their top 2018 business goal by a significant margin(by level of digital maturity)23%16%14%15%We are a digital-frstorganisationDigital permeates all ourmarketing activitiesDigital permeates most of ourmarketing activitiesDigital marketing is verymuch separateRespondents:3,439Companies with a highly unified technology stack are 131%more likely to have significantly outperformed their top 2018 business goal.It should be noted that many organisations that were not born as digital companies are not necessarily striving to be digital-first.Omnichannel capabilities have risen in importance,with the aim for many companies to prioritise customer centricity over a digital-at-all-costs mentality.That said,just as we saw that CX-focused companies are outperforming their peers,so it is true that digital-first companies are reaping the benefits(Figure 3).Digital-first companies are 64%more likely than their peers to have significantly outperformed their top 2018 business goal(23%vs.14%).2019 Digital Trends10Figure 4:What best describes your organisations approach to marketing and customer experience technology?(by CX maturity)32%33%26%9%7%26%49%18%We have a highly integrated,cloud-based technology stackWe have a somewhatintegrated,cloud-basedtechnology stackWe have a fragmentedapproach with inconsistentintegration betweentechnologiesWe have little or no cloud-based technologyCX leadersOthersRespondents:3,3813.https:/ technology underpins successTo realise the potential of digital transformation for customer experience and marketing activities,an effective technology base remains pivotal.Among those recognising this is Visa CMO Lynne Biggar,one of a number of leading brands interviewed by Econsultancy for this report.“From a martech perspective,we have invested an incr