Page 14 - AeM_April_2019

RESEARCH, ANALYSIS & TRENDS

Adobe Research: CX a priority for

business, but technology adoption lags

Adobe’s new 2019 Digital Trends reveals that delivering change,” said Paula Parkes, Adobe Asia Pacific Senior
first-class, personalized customer experiences (CX) is Director of Marketing. “Our priority is to work with
top of mind for businesses in 2019 and provides insights brands to unlock the possibilities of customer
into the current state of digital trends that will impact experience management and accelerate their business
companies in the year ahead. transformation.”

CX is key, but implementation is slow Personalization will remain an area of focus for
organizations looking to provide an advanced customer
Implementation of marketing and CX technology will experience, according to Adobe’s report: two in five
continue to be fragmented according to their findings (44%) marketers said the biggest challenge they face
and data will remain key in creating outstanding CX, the this year is ‘difficulty getting a holistic view of customers
report highlights: Indeed, nearly one-fifth (19%) of the across all interactions’. In fact, almost one-third (31%)
respondents cited CX as the most exciting opportunity of marketers see a ‘lack of marketing technology
this year. However, more than half (54%) of global integration’ as a barrier to securing an end-to-end view
companies categorize their CX maturity as either ‘not of audience and customer interactions. As CX
very advanced’ (46%) or ‘immature’ (8%). US continues to be a key competitive differentiator,
organizations are most likely to regard their customer businesses are aiming to deliver data-driven,
experience as ‘very advanced’ (15%), while just 9% of personalized marketing at scale. Among marketers
APAC respondents described their companies in that (32%), ‘delivering personalized experiences in real
way. time’ remains by far the most exciting prospect within
the next three years.
“Our research indicates that as new techniques and
practices related to customer experience emerge,
organizations are struggling to keep up with the rate of

14 April 2019 - Personalized & Customer-Centric Content Marketing