Adobe：2020年数字趋势报告（英文版）(19页).pdf

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1、Experience Index 2020 Digital Trends 2020 Digital Trends 2 Introduction: A Decade of Insights from 75,000 Marketers 4 1. Digital Inequality 7 2. Putting the Customer in Context 9 3. Cultural Transformation 12 4.ConsumerDataManagementDefinesourDigitalFuture14 5. AI Gets Marketers Back into Marketing

2、15 Methodology 17 Table of Contents 2020 Digital Trends 3 Foreword Welcome to Adobes Digital Trends report, our annual survey of marketing, advertising, ecommerce, creative and technology professionals around the world. Now in its 10th year,DigitalTrendscontinuestorevealthemostsignificant shifts in

3、the industry that are driving marketing strategies, company investment and consumer behaviour. This tenth edition of the report gives us the opportunity toreflectonthelastdecade.Adobe,inpartnershipwith Econsultancy, has gathered more than 75,000 senior leaders experiences and insights across this pe

4、riod. Our commitment to measuring the industry viewpoint from business leaders andinfluencersdeliversafascinatingwindowintohowmuch change the technology sector has experienced. Whenweproducedthefirstreportin2011marketerswere obsessed with digital channels. How would social media impact ecommerce? Wo

5、uld people buy anything on a mobile device? How would television advertising be affected by digital channels? Of course, the landscape we operate in today is very different from that of 2011. Todays consumer expectations are far greater, but so is the opportunity. Technology and data are empowering

6、brands to build direct, emotional relationships with consumers that are changing the way businesses operate forever. This is a new era for marketers. We can understand and interact with our audience in more meaningful ways than ever before. This also poses challenges for brands. Customer- centricity