Adobe:2021年网络趋势报告【R0060】

发布于 2021-02-26 18:22




欢迎阅读Adobe的2021年数字趋势报告,这是我们的年度调查报告,它描绘了全球营销,广告,电子商务,创意和技术专业人员的发展情况。

去年,我们发布了具有里程碑意义的报告,以庆祝数字趋势十年。当我们庆祝它的发布时,没人能预料到未来12个月会带来什么。

好吧,肯定不是“更多相同”。

全球大流行和随之而来的持续不确定性导致了营销史上最具创新性的时期,从本质上重写了许多企业的规则手册。

2020年的重大事件并没有偏离预期的趋势,而是推动了数字化转型。距离审议多年的主题现在已成为当今议程的重中之重。无论对产品和服务的需求是增加还是减少,企业都在应对相同的挑战:远程办公,新的数字客户,更大便利的需求,购买行为的变化,此外,

他们的员工和客户的福祉。

2020年下半年,拥有顶级客户体验(CX)功能的公司中有超过三分之二的公司超过了其行业,并且其“显着”超过其行业的可能性是其余样本的三倍。

我们的调查结果表明,过去在客户体验方面的投资已获得回报,这进一步强调了在我们进入体验新时代时,速度和个性化的重要性。随着业务领导者展望新的一年,并展望未来以恢复到正常水平,很显然,新的体验时代将诞生于数字时代。随着尘埃的沉降,这种加速的经济影响及其带来的机会只会变得更加清晰。与Econsultancy合作制作的《 2021年数字趋势报告》以惊人的清晰度将关键趋势带入生活。

《 2021年数字趋势报告》既回顾了过去又展望了未来,提出了两个同样有价值的观点:去年由于大流行而发生的变化以及趋势迫在眉睫。

数千名经验丰富的专业人士分享了他们在大流行中来之不易的教训–为从混合工作和吸引人才到赶上数字优先消费者的指数级增长的一切提供建议。

从这些见解中,我们提出了2021年的三项指导原则:同理心是经验的未来,新时代是颠覆性的,品牌目标变得更加重要。

随着世界处于变革的边缘,今年的报告提供了及时的见解,以帮助营销人员和商业领袖重新调整愿景并在2021年反弹。




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Welcome to Adobe’s 2021 Digital Trends Report, our annual survey that charts the evolution of marketing, advertising, ecommerce, creative and technology professionals around the world. 

Last year, we published a landmark report to celebrate a decade of Digital Trends. As we celebrated its launch, nobody could have predicted what the next 12 months would bring. 

Well, it certainly hasn’t been ‘more of the same’. 

The global pandemic and the sustained level of uncertainty that followed has led to the most innovative period in the history of marketing, essentially rewriting the rulebook for many businesses. 

Instead of deviating from predicted trends, the dramatic events of 2020 have acted as an accelerant for digital transformation. Topics that were years away from consideration are now at the top of today’s agenda. Whether demand for their products and services has increased or decreased, businesses are all grappling with the same challenges: remote working, new digital customers, the need for greater convenience, changes in buying behaviour and, added to that, 

their employees’ and their customers’ well-being. 

More than two-thirds of the companies with top-tier customer experience (CX) functions outpaced their sectors in the second half of 2020 and they were three times more likely to have 'significantly outpaced' their sectors than the rest of the sample. 

The results of our survey show that past investments in customer experience have paid off, which further underlines the importance of speed and personalisation as we enter the new era in experience. As business leaders look towards the new year and scan the horizon for a return to normal, it’s apparent that the new era in experience will be born digital. The economic impact of this acceleration and the opportunities it presents will only become clearer as the dust settles. The 2021 Digital Trends Report, produced in collaboration with Econsultancy, brings key trends to life with startling clarity. 

The 2021 Digital Trends Report looks to both the past and the future, presenting two equally valuable perspectives: What has changed in the last year as a result of the pandemic, and the trends that are waiting around the corner. 

Thousands of seasoned professionals have shared their hard-won lessons of the pandemic – offering advice on everything from hybrid working and attracting talent, to catching up with the exponential rise of the digital-first consumer. 

From these insights, we present three guiding principles for 2021: empathy is the future of experience, the new era is disruptive, and brand purpose becomes even more relevant. 

With the world on the brink of change, this year’s report provides timely insights to help marketers and business leaders realign their vision and bounce back stronger in 2021.



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