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首页2021数字化趋势报告:全球超过13,000参与者的洞见。 Adobe和Econsultancy感谢85,000企业家的贡献。
2021数字化趋势报告:全球超过13,000参与者的洞见。 Adobe和Econsultancy感谢85,000企业家的贡献。
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更新于2023-11-23
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《Adobe-2021年数字化趋势报告》是一份由Adobe和Econsultancy合作进行的年度调查报告,旨在记录营销、广告、电子商务、创意和技术领域的发展趋势。自2010年开始,迄今为止共有超过13,000名参与者和85,000多名来自世界各大洲(包括南极洲)的商业人士为该研究贡献了他们的时间和见解,使之成为迄今规模最大、最持久的数字化趋势研究。 报告内容分为多个部分。在“新顾客”的章节中,介绍了数字化转型对商业模式和消费者行为的影响,强调个性化定制和用户体验的重要性。在“共同合作,分居办公”的部分,探讨了远程办公带来的挑战和机遇,提出了有效的团队协作和沟通的关键因素。而“组织重组”的章节则讨论了组织转型和创新的必要性,以适应数字化时代的变化。 在“2021年指导原则”一节中,提出了八个指导原则,包括投资数据驱动的文化和技术、加强品牌与用户互动、推动创新实验等,为企业制定数字化战略提供了有益的参考。在“方法论”一节中,介绍了调查方法和数据分析的过程,确保报告的科学性和可靠性。 总结而言,这份报告通过广泛的调查和深入的分析,全面记录了数字化趋势对营销领域的影响和变革,并提供了实际的建议和指导,帮助企业更好地适应和应对数字化时代的挑战。
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2021 Digital Trends
6
2. 2020 Proved the Customer Experience
(CX) Proposition
Previous editions of the Digital Trends Series have charted
a growing disparity between companies based on their
adoption of a customer experience focus.
2020 threw that distinction into sharp relief, proving that
not only are companies with strong CX more likely to
achieve long-term growth than their competitors, but
they are also beer positioned to adapt to changeable
customer behaviour, markets, and external conditions.
e eects of the digital shi vary considerably by sector,
and dramatically so, for individual brands. Whilst the shi
is perceived as an opportunity by most companies, it will
leave some behind.
A sophisticated, integrated approach to CX is the unifying
thread for the companies that outpace their sectors.
CX Leaders ourished in the tumultuous second half of
2020. Over 70% of Leaders outpaced their sectors and
they were three times more likely to have 'signicantly
outpaced' their sectors than the Mainstream. e
dierence between the two groups is their respective
strategic commitment to CX as demonstrated by the
investments they made over the last ve years. For
example, respondents at companies that have built
strong analytics functions (with 'signicant insight'
into new journeys and marketing aribution) are
more than twice as likely to say their customers are
positive about their digital experience than their peers
with lower levels of insight (71% vs 31%).
Financial performance relates strongly to the quality
of the experience: 61% of Mainstream respondents
say that if they were a customer of their own digital
CX, they would 'possibly' or 'denitely' look for
other brands. at share drops to one-quarter
amongst Leaders.
e marketers, technologists and executives who are
positive about their customer experience believe in
their company’s future; they are 37% more likely to be
optimistic about their corporate strategy for 2021 (77%
vs 53%) and 38% more likely to be optimistic about
their prospects for career growth (72% vs. 49%).
CX Leaders comprise 18% of respondent organisations. ey have a very advanced approach to customer
experience, where strategy and technology are aligned to a successful eect. roughout this report
Leaders are compared with the Mainstream group, who range from 'immature' to 'somewhat advanced' in
their CX approach and make up 82% of the sample.
14%
29%
28%
10%
4%4%
3%
43% 43%
inking about your organisation’s primary sector and competition
over the last six months of 2020, how did your company perform?
Digital Trends Survey, Q4 2020, n – CX Leaders = 1,081, CX Mainstream = 4,864
CX Leaders won 2020Figure 2
50%
Signicantly
outpaced sector
22%
CX Leaders CX Mainstream
Slightly
outpaced sector
On pace
with sector
Slightly
underperformed
sector
Signicantly
underperformed
sector
20%
40%
30%
10%
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