Adobe released its '2020 Digital Trends' report that contains digital marketing trends and prospects. Adobe has conducted a survey of more than 75,000 marketers over the past decade, with more than 13,000 participants in the report, including marketing, advertising, e-commerce, creative and IT professionals.
Kiyoung Choi, CEO of Adobe Korea, said, “Many companies are seeing a trend that emphasizes customer experience rather than product or price competitiveness. Today's report introduces these changes, and how cloud and AI affect Customer Experience Management (CEM). Share if you can. "
The five key keywords mentioned in this report are digital inequality. Digital inequality refers to a phenomenon in which leading companies that have invested in customer experiences from the beginning have a larger gap in achieving their goals than those of the general public. Leading customer experience Companies are rapidly embracing new changes as they prepare to effectively manage their data, remove their technical and cultural barriers, and more. For this reason, it can be compared with the latecomers to lead the customer experience.
Next is corporate culture innovation. Today, many companies are trying to respond to new changes, but digital transformation is difficult because of the way they work and the organizational structure that undermines communication and collaboration within the enterprise. On the other hand, CX (Customer experience) leaders can quickly reorganize their organization to suit their business characteristics, and analyze consumers and conduct consumer-focused marketing through close collaboration between business (marketers) and IT (data scientists).
It is also important to give context to consumer behavior. You need to know where your customers are in your brand-at what stage of the marketing funnel-to deliver the right content and increase conversion rates. For example, users who are new to the brand may expose advertisements through celebrities and provide new products discount information to loyal users. Understanding these consumer journeys and running personalized marketing can be a differentiator that accelerates sales growth and lowers bounce rates.
Privacy is an indispensable keyword today. Companies need to define how their personal information is managed, and policies need to be tailored to privacy systems that vary from country to country.
Artificial intelligence creates new value in digital marketing. Machine learning and deep learning enable you to quickly analyze user data and use the insights gained throughout marketing. According to Adobe, 57 percent of Asia Pacific respondents said they would invest in technology for the customer experience. This is higher than in North America and Europe, but since advanced markets have already invested in artificial intelligence, AI maturity is relatively high.
Adobe Scott Rigby, Head of Digital Innovation, Asia Pacific, said, "I think the biggest change in the last decade is the evolution of technology. If marketing used to manage just one website or social channel, it's now a lot "It provides a connected experience to consumers through its channels and digital devices, and it is evolving into immersive technology. Digital marketers need to understand these different usage environments and the characteristics of the channels."
"The government is interested in how companies use data, and the emergence of institutions such as GDPR and the debate on AI ethics is increasing the burden on the company. "We are helping to overcome this."
Kiyoung Choi, CEO of Adobe Korea, said, “Many companies are seeing a trend that emphasizes customer experience rather than product or price competitiveness. Today's report introduces these changes, and how cloud and AI affect Customer Experience Management (CEM). Share if you can. "
The five key keywords mentioned in this report are digital inequality. Digital inequality refers to a phenomenon in which leading companies that have invested in customer experiences from the beginning have a larger gap in achieving their goals than those of the general public. Leading customer experience Companies are rapidly embracing new changes as they prepare to effectively manage their data, remove their technical and cultural barriers, and more. For this reason, it can be compared with the latecomers to lead the customer experience.
Next is corporate culture innovation. Today, many companies are trying to respond to new changes, but digital transformation is difficult because of the way they work and the organizational structure that undermines communication and collaboration within the enterprise. On the other hand, CX (Customer experience) leaders can quickly reorganize their organization to suit their business characteristics, and analyze consumers and conduct consumer-focused marketing through close collaboration between business (marketers) and IT (data scientists).
It is also important to give context to consumer behavior. You need to know where your customers are in your brand-at what stage of the marketing funnel-to deliver the right content and increase conversion rates. For example, users who are new to the brand may expose advertisements through celebrities and provide new products discount information to loyal users. Understanding these consumer journeys and running personalized marketing can be a differentiator that accelerates sales growth and lowers bounce rates.
Privacy is an indispensable keyword today. Companies need to define how their personal information is managed, and policies need to be tailored to privacy systems that vary from country to country.
Artificial intelligence creates new value in digital marketing. Machine learning and deep learning enable you to quickly analyze user data and use the insights gained throughout marketing. According to Adobe, 57 percent of Asia Pacific respondents said they would invest in technology for the customer experience. This is higher than in North America and Europe, but since advanced markets have already invested in artificial intelligence, AI maturity is relatively high.
Adobe Scott Rigby, Head of Digital Innovation, Asia Pacific, said, "I think the biggest change in the last decade is the evolution of technology. If marketing used to manage just one website or social channel, it's now a lot "It provides a connected experience to consumers through its channels and digital devices, and it is evolving into immersive technology. Digital marketers need to understand these different usage environments and the characteristics of the channels."
"The government is interested in how companies use data, and the emergence of institutions such as GDPR and the debate on AI ethics is increasing the burden on the company. "We are helping to overcome this."