2019-05-01+Web+Designer+UK

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/2NPe1z

Adobe recentlyreleaseditsDigitalTrends

2019 report.WebDesignertakesa look.

What are the digital

trends coming your way?

D

News

CONTACTUSAT: [email protected]| @WebDesignerMag

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The tools, trends and news to

inspire your web projects

As expected, Google

has top spot — but

who comes next?

S TAT

AT TAC K

MOBILE

SEARCH

Baidu

%

The most popular Chinese

search engine

Everyone uses Google — well,

almost...

Google

%

Source: gs.statcounter.com

(correct as of February 2019)

8 _____news

A mobile-first search

engine for China

Shenma

%

The once-massive search

engine is still hanging on

Yahoo

%

Microsoft’s entry to search

can’t match Google

Bing

%

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