Hear from our partners about the 2020 Digital Trends.

A decade on from our first Digital Trends report, we explore how our partners are helping their customers to take advantage of digital transformation to set them apart from the mainstream. We spoke leaders from IBM iX, Cognifide and CACI to get their insights. 

Hear from our partners about the 2020 Digital Trends.

A decade on from our first Digital Trends report, we explore how our partners are helping their customers to take advantage of digital transformation to set them apart from the mainstream. We spoke leaders from IBM iX, Cognifide and CACI to get their insights.

Trends with the greatest impact.

Over the past 10 years, Adobe, in partnership with Econsultancy, has gathered more than 75,000 senior leaders’ experiences and insights. The release of this tenth edition of the report has also coincided with one of the most unprecedented and unpredictable periods in living memory, with COVID-19 dramatically changing how much of the world works and lives.

In the current climate, these insights not only give us the opportunity to reflect on the past decade, but also serve to underline the critical role that technology plays in creative pursuits and business success, connecting customers, employees, and communities during a period where togetherness is paramount.

1. Marketing 2020 with IBM iX 

How to improve the customer journey.

We spoke to Sharad Somanchi about how IBM iX are helping their clients to improve the customer journey across multiple touchpoints.

“We know that customer journeys today are non-linear and often start in one channel and end in another. However, customers expect a seamless experience from a brand.”
        - Sharad Somanchi, IBM iX, Head of Marketing Platforms

34% of leading businesses said that their customer journey was a top priority for 2020 closely followed by targeting and personalisation. Watch the full interview to hear how IBM iX are helping their clients rise to the challenge of creating a real-time, single customer view and implementing an effective omni-channel strategy.

2. Privacy and data management with Cognifide 

Plan ahead to ensure trust and transparency.

Privacy and security are top of mind in both B2B and B2C sectors. Results suggest that brands who have clear data strategies and those who are investing in highly integrated, cloud-based technology stacks were 65% more likely than their peers to suggest that the focus on data protection has had a positive impact.

“The consumer trends of the future are going to be much simpler; they are going to be around authenticity, sustainability and trust. How you actually build that trust with the consumer is going to be the most important thing that we focus on as a business.”
        - Leigh Gammons, Cognifide, CEO 

Leigh Gammons tells us how Cognifide are helping brands to develop new strategies to increase trust and transparency. Watch the full interview.

See the bigger picture.

Return to the beginning of Digital Trends and follow a decade of digital transformation that led to where we are today. 

3. Exploring digital inequality with CACI

The real value of customer experience.

Past decisions about whether to invest in customer experience have evolved into two different worldviews: those who focus on the past, and those who focus on the future. For instance, 26% of mainstream companies said they fear recession, while 27% of leading companies were more concerned with attracting and retaining digital talent.

“I’ve seen technology change the way marketers are behaving… Now we can think holistically about the journey the customer. That requires a level of technology, data and insight to combine the whole journey into simple to understand reporting”
        - David Sealey, CACI, Director or Strategy & Growth

David Sealey explains how technology is enabling marketers to understand and personalise the entire customer journey. David points out how access to new technology is breaking down the barriers between different channels and creating a consistent experience for customers. Watch the full interview.

The main talking points.

Hand Clicking

Customer Journey Management
Customer journey optimisation is the top digital-related priority for 2020, narrowly ahead of social media engagement and analytics (29% vs 28%).

Connected dots

Consumer Data Management
52% of companies in Germany are planning to increase their investment in consumer data management, compared to 32% in the UK and 22% in France.

Automation

Artificial Intelligence
Real-time personalisation is highest in the UK (26%), double the figure for Germany (13%).

  

Find out where trends are heading. Download the report.