But it’s not enough to be data-driven. Data, by itself, can’t deliver insights. The most successful organisations use data to inform decisions, rather than dictate them. And the most savvy IT professionals know that creating seamless, personalised experiences is still the way to their customer’s hearts.
Adobe partnered with Econsultancy to explore the most significant digital trends for EMEA markets that will impact marketing, creative, and technology professionals in 2018. The results speak for themselves.
39% of IT respondents cite keeping up with changing customer expectations and behaviour as one of their top priorities.
More than ever, security is the main preoccupation for IT executives. In fact, security of business and customer data is a top priority for the year ahead.
42% of respondents cite the threat of security breaches and cyber-risk threats as something that keeps them awake at night.
But again, as companies become more experience-driven, the key is to find creative ways to improve platforms and engagement tools while delivering experiences that offer something relevant, personalised, and new. The internet is already saturated with content about “digital transformation” — what new insight can your company bring to the table?
IT executives at larger companies are 2X as likely as peers at smaller organisations to cite utilising artificial intelligence/bots to drive campaigns and experience.
57% of IT leaders look externally for much of their information, citing industry peers or competitors as their source of staying connected.
While only 31% of respondents cited staying connected via digital marketing teams, direct reports, and lines-of-business leaders.
57% of top-performing companies cite ensuring technology is tested/evaluated by the team as one of the most significant roadmaps for the future.