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* Adobe Digital Trends 2022 Report
The future of customer experience is clear. In the 2022 Digital Trends
report, we interviewed thousands of seasoned professionals to learn how they’re
reacting, evolving, and succeeding amid significant disruption and opportunity.
Get the report
2022 DIGITAL TRENDS
CHANGE IS HERE TO STAY AND PERSONALIZED EXPERIENCES ARE THE STANDARD.
The pace of change is accelerating. Now that customers are rewired for digital,
their expectations for personalized experiences have intensified. But only 22%
of surveyed business laggards are pursuing personalization initiatives using
customer data versus 85% of business leaders. Businesses must create change at
every level of their organization to compete in a digital-first economy — from
embracing first-party data to increasing experience investment.
--------------------------------------------------------------------------------
“IF YOU’RE NOT THINKING ABOUT THE CUSTOMER HOLISTICALLY, YOU WILL FAIL THE
CUSTOMER IN A BIG WAY.”
Ajit Sivadisan, Vice President, Lenovo
Jennifer Storms
CMO of Sports and Entertainment,
NBC Universal
Watch Jennifer Storms
REAL-TIME PERSONALIZATION IS A COMPETITIVE DIFFERENTIATOR.
As businesses strive to unify their data, they are not adequately investing in
the systems that allow for real-time personalization. Around 37% of surveyed
practitioners say poorly integrated tech systems is a main barrier to
personalization — despite it being a competitive differentiator.
Hear what NBC Universal’s CMO has to say.
BUILDING TRUST WITHOUT COOKIES IS BUSINESS CRITICAL.
At a time when customers expect better, personalized experiences, businesses
must inspire trust through responsible use of customer data. But with cookies on
their way out, thirty-eight percent of practitioners still consider themselves
NOT prepared for a cookieless marketing environment indicating
there’s significant room for growth in building a culture of trust.
38%
of surveyed practitioners consider themselves NOT prepared for a cookieless
future.
38%
of surveyed practitioners consider themselves NOT prepared for a cookieless
future.
Patrick McLean
SVP & CMO, Walgreens
Watch Patrick McLean
AGILITY IS CRUCIAL IN AN ERA OF RELENTLESS CHANGE.
Although organizational agility across people, processes, and technology is
recognized as essential to successful marketing, many businesses haven’t
implemented this cultural change. Almost three quarters of surveyed
practitioners do not consider themselves agile when responding to opportunities
and disruptions.
Hear what Walgreens’ SVP & CMO has to say.
MEANINGFUL COLLABORATION INCLUDES INDIVIDUALS AT ALL LEVELS.
From board rooms to workstations and marketing to IT, organizations are focusing
on shared visions for success. However, under half of senior executives believe
marketers are collaborating successfully with IT, and practitioners scored
collaboration only slightly higher. Breaking down silos remains a priority.
34%
of practitioners score collaboration between marketing and IT at 8 or higher out
of 10.
33%
of practitioners score collaboration between marketing and IT at 8 or higher out
of 10.
GET THE 2022 DIGITAL TRENDS REPORT TODAY.
Uncover the trends driving customer experience in 2022— and how you can stay one
step ahead.
Get the report
FIND OUT WHAT TRENDS ARE IMPACTING YOUR INDUSTRY.
Explore the digital trends shaping the future of your industry in our series of
upcoming reports.
RETAIL TRENDS
Learn more
B2B TRENDS
Learn more
FINANCIAL SERVICES TRENDS
Learn more
MEDIA+ENTERTAINMENT TRENDS
Learn more
HEALTHCARE TRENDS
Learn more
PUBLIC SECTOR TRENDS
LEARN MORE ABOUT THE DIGITAL TRENDS SHAPING THE YEAR AHEAD.
RUN YOUR BUSINESS AT THE SPEED OF TODAY'S DIGITAL ECONOMY
Learn how you can prepare your business for the next disruption to the status
quo with the right customer experience management strategies.
Read now
Webinar
2022 DIGITAL TRENDS REVEALED
See first insights into the 2022 Digital Trends Report with Adobe and
eConsultancy.
Watch now
MARKETING AGILITY
Organizations must focus on promoting a culture of agility across people,
processes, and technology, to respond in the moment to opportunities and
disruptions.
Read now
GET THE 2022 DIGITAL TRENDS REPORT.
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WATCH JENNIFER STORMS' VIDEO NOW
Real-time personalization is a competitive differentiator.
PATRICK MCLEAN
Agility is crucial in an era of relentless change.
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