Page 8 - ASSET MANAGER 10 (EN)

JOHN WATTON
Senior Director, Marketing, Adobe
8 • DIGITAL TRENDS
DIGITAL
TRENDS
Econsultancy's 'Digital Trends 2018' report, published in partnership with Adobe, is based on a global survey of 12795 digital marketing, creative and technology profes- sionals from the EMEA, North American and Asia-Pacific regions.
Study: Econsultancy in collaboration with Adobe
Now in its eighth year, the survey focusses on the most important trends affecting companies in the short to medium term. In this year's survey, we also identified a number of highly successful companies and examined the extent to which they are aligning their activities and investments differently from their competitors.
Highly successful companies are those that have signifi- cantly exceeded their most important business targets for
2017 and clearly outperformed their competitors. Some of the key findings from the survey are outlined below.
Companies continue to focus on the customer experience and the content it requires. Organisations that focus on the customer experience are proven to outperform their competitors.
• When asked about the area with the greatest po- tential in the coming year, the item 'Optimizing the customer experience' (19%) was again the most frequently mentioned, ahead of 'Data-driven market- ing with a focus on individuals' (16%) and 'Creating compelling content for digital experiences' (14 %).
• Organisations with a 'cross-team approach where the customer is at the center of all initiatives' were almost twice as likely to significantly exceed their most im- portant business targets for 2017 (20 % versus 11 %).