ata,AI,CXand
personalisationareall
elementsthatcanhelp
builda brand,buthow
importantarethey?Howcantheyhelpin
2019?Adobe’sreportoffers 49 pagesof
insightandinformation,andhere,we
pickoutthehighlightstoenjoyand
absorb.Over12,500marketers,creatives
andITprofessionalsweresurveyedfor
thereport.Ofthese,over 55 percentof
marketersweregoingtoprioritisebetter
useofdata,andallsurveyedwere
lookingtotakegreatercontrolof
customerprivacy.
Someofthekeyinsightsfromthe
reportsrevealedthis—‘companiesthat
aresucceedingaredeliveringfirst-class,
personalisedcustomerexperiences
builtona foundationofintegrated
marketingandCXtechnology’.
Moreinterestingly,‘themost
dominantthemeemergingfromthis
year’sresearchis theimportanceof
customerdata’.Accordingtothereport,larger
organisationsregarddata-driven
marketingfocusingontheindividualas
themostexcitingopportunity.Perhaps
moreexcitingis thefutureofAIinthe
creativeindustry.Thereportstatesthat
‘AIhasgainedsignificanttractioninthe
lastyear,buttherearestillsignificant
barrierspreventingorganisationsfrom
reapingthebenefits’.
Alongsidetherespondentsthat
wereexcitedabouttheprospectsofAI,
therewerea smallerpercentagewho
werecautious—andanevensmaller
percentagewhowereafraidandangry.
Butit seemsthereis somewaytogoin
convincingmanyofthelarger
organisationssurveyed.
Severalreasonswereincluded—for
sometherewasnoperceivedneed,for
othersa lackofknowledgeonhowthey
canuseAI,andsomehadyettohave
assessedhowtheycoulduseAI.
Perhapsit’stimetojumponboardAI
anddiscoverthebenefits.Sowhatelsedoesthereporttellus?
Unsurprisingly,therighttechnology
underpinssuccess.“Wehaveinvestedan
increasingamountinbuildingtheright
stackoverthelastcoupleofyears.We’re
usingourdollarseffectively,putting
moneytowardstheevolvingmedia
platformsthatdrivethemostreturn,and
leveragingdatatomakesmart
decisions,”VisaCMOLynneBiggarsaid
wheninterviewedforthereport.The
reportrevealsthatalmosttwothirdsof
organisationshavelittletono
cloud-basedtechnology.
Elsewhere,creatives—whowerea
greaterportionofrespondentsthanany
otherbusinessfunction—statethat
‘standoutcontentandcampaigns’were
thenumberonepriorityfor2019.Other
areasthatneededfocuswereensuring
high-qualityexperiencesonanydevice
orchannel.Sadly,attractingand
retainingcreativetalentwasn’thighly
importantfor2019.Youcangetthefull
reportathttps://adobe.ly/2NPe1zAdobe recentlyreleaseditsDigitalTrends
2019 report.WebDesignertakesa look.What are the digital
trends coming your way?
D
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