THE DIGITAL DIRECTION 2020
A decade after the first Econsultancy and Adobe Digital Trends report in 2009, the two partners again explored leading businesses who are taking advantage of digital transformations to see what sets them apart from the mainstream. Adobe and Ecosultancy’s findings in 2019 out of a surveyed 12,000+ business leaders highlighted the major shifts in the industry for the year ahead. Seán Donnelly, senior analyst at Econsultancy says that a decade on from the first report, they have been able to see first-hand the cycles of digital trends and what they mean for marketers now.
Seán Donnelly, senior analyst at Econsultancy says that a decade on from the first report, they have been able to see firsthand the cycles of digital trends and what they mean for marketers now. One of his biggest touch points is the customer experience (CX) and how digital trends have had to change to keep up with growing consumer expectations.
“Starting in 2014 we saw the emergence of customer experience and we were debating what it meant and who should own it. By 2016 brands were starting to compete on CX, and realising that assessing and understanding data was critical to unlocking value. Now in 2020, we’re talking about CX leaders and the gap between the business performance of those who prioritise CX, and those who don’t,” Donnelly says.
He goes on to say that CX surfaced as a strategic priority about six years ago, and since then has grown in importance for marketers. “CX is
