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2021 Digital Trends
Table of Contents
Foreword from Adobe
Introduction
Your New Customer
Working Togethen Apart
Reorganisation
Guiding Principles for 2021
Methodology
With over13,000 participants in the 2020 study more than 85,000 businesspeople
22
25
from every continent (including Antarctica) have contributed theirtime and insights
to this research since its inception in 2010. Their contributions make this the largest
and most durable study of how digitaltrends are changing the marketing disciplin
Adobe and Econsultancy would like to thank everyone fortheir effort and insight.
e:Foreword
Welcome to Adobe\'s 2021 Digjtal Trends Reporb
our annual survey that charts the evolution of
marketing, advertising, ecommerce, creative and
technology professionals around the world.
Lastyean we published a landmark report
to celebrate a decade of Digitol Trends. As
we celebrated its launch, nobody could have
predicted what the next 12 months would bring.
Welu it certainly hasn\'t been \' more ofthe same\'
The global pandemicand the sustained level of
uncertainty that followed has led to the most
innovative period in the history of marketing，
essentially rewriting the rulebook for many
businesses.
Instead of deviating from predicted trends，
the dramatic events of 2020 have acted as an
accelerant for digital transformation. Topics that
were years away from consideration are now
atthetop oftoday\'Ss agenda. Whether demand
fortheir products and services has increased or
decreased, businesses are all grappling with the
same challenges: remote working, new digital
customers the need for greater convenience，
changes in buying behaviour and, added to that，
their employees and their customers well-being.
More than two-thirds ofthe companies with
top-tier customer experience (CX) functions
outpaced their sectors in the second half of 2020
and they were threetimes more likely to have
Significantly outpaced \' their sectors than the rest
ofthe sample.
The results of our survey show that past
investments in Customer experience have paid
off which further underlines the importance
of speed and personalisation as We enterthe
new era in experience. As business leaders look
towards the new yearand scan the horizon fora
return to normal its apparent that the new era
in experience Will be born digital. The economic
2021 Digital Trends
Alvaro Del Pozo
Vice Presidenb jnternagtional Maorketing Adopbe
impact of this acceleration and the opportunities
it presents will only become clearer as the dust
Settles. The 2021 Digijital Trends Repor produced
in collaboration with Econsultancy brings key
trends to life with startling clarity.
The 2021 Digital Trends Report looks to both
the past and the future, presenting two equally
valuable perspectives: What has changed in the
last year as a result of the pandemic and the
trends that are Waiting around the corner
Thousands of seasoned professionals have
shared their hard-won lessons ofthe pandemic
- offering advice on everything from hybrid
workingand attracting talent, to catching up with
the exponential rise of the digital-first consumer
From these insights, we present three guiding
principles for 2021: empathy isthe future of
experience, the new era is disruptve, and brand
Purpose becomes even more relevant.
With the world on the brink of change, this years
report provides timely insights to help marketers
and business leaders realign their vision and
bounce back stronger in 2021.Introduction
Forbrands and marketers, 2021 willbe a year of
recovery making difficult decisions and turning the
lessons of 2020 into plans for growth.
The morethan 13,000 respondents to the 2021
Digitol Trends SuUrvey see their businesses as
focused on the customer asa human being，
theiremployees as integral assets and the digital
customer experience as the driver of growth
and strategy.
This years Digitol Trends Report is a departure from
Previous editions. It delves into new areas and
examines areas that feel particularly important.
These areas include: the impact of a distrbuted
Workforce empathy as the driver of experience and
how we can put customers first by having a brand
Purpose that resonates with employees.
Your New Customer
New customers arrived in record numbers to sites
and apps, creating new journeys and behaviours
to be understood. At the sametime, existing
customers behaved less predictably. In their own
Ways, both groups proved the CXproposition，
helping some companies flourish and challenging
those that were slow to move. Businesses of al
kinds realised that they needed to develop insights
esivaT di de SLSDl
online pulled marketing into the boardroom at
an unprecedented rate as strategies were reworked
and digital experience became the lever for growth.
Working Togethen Apart
The shift to remote work is one of the most
2021 Digital Trends
profound changes to come out of 2020, as remote
employees and customers bring their own office.
Brands will be confronted by a new competition for
digitaltalent that is not constrained by geography，
and where traditional attitudes will have to modernise
or lose out.
Reorganisation
Speed to insight and action are vital to sucCess in a
fast-changing environment making workflow, legacy
tech and a lack of digital skills the top-three barriers
to great digital experiences. Addressing the issue
of legacy systems means moving to more flexible
technologies using cloud-based platforms alone or
asa management layerto disparate solutions. The
necessity of standing out in the digital crowd has
organisations asking which arethe most meaningful
opportunities in emerging experience and
marketing capabilities. The technical complexity of
customer experience management challenges every
business and is why MOPS is the acronym for 2021.
Guiding Principles for 2021
Convenience on digital platforms is a commodity，
not a unique selling proposition. To differentiate their
experience, brands must first think of their customers
as people, not as datasets and make empathy the
future of experience. Second, even as the world
returns to a new kind of normal the customer is not
slowing down, with multiple disruptive factors in
view for businesses. Last, but not less important, the
brandsthat will provide great customer experience
are those whose employees are enthusiastic about
their brand and its Purpose, but, as will be discussed
later in this report, Purpose only matters if it matters.
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