Welcome to the 2022 Digital Trends report! This annual Adobe survey, produced in collaboration with Econsultancy, captures insights from nearly 10,000 marketers, consultants and practitioners to map the evolution of marketing, advertising, content, commerce, and customer experience trends around the world. It identifies key opportunities for companies to refine their digital strategies and drive sustained growth in the new year and beyond.
There’s no doubt that the global events of the past two years have accelerated the digital transformation for companies of all sizes and across all industries. Eighty-seven percent of our surveyed senior executives agreed that the events of 2020-2021 have re-wired customers to be digital-first. In this new reality, every business is rethinking how they engage with consumers and business buyers alike. The pandemic raised the bar on the need for firms to be more agile, collaborative and speed up the time-to-value. It prompted companies to turn to real-time data and insights to handle the unexpected. It also forced them to bridge functional silos – across sales, marketing, product, IT, finance and support – to understand how to run a digital business end to end. As customers fluidly switched between channels of interaction, the need for omnichannel personalisation, automation and scalability took on greater urgency.