Econsultancy columnist Nikki Gilliland has discussed the findings from the company’s Digital Trends 2018 report published in association with Adobe.

The report states that 45% companies cite content and experience management as their top priority.

Also the top-performing companies are 50% more likely than their peers to have well-designed user journeys that facilitate clear communication and a seamless transaction. (69% vs. 46%).

Data-driven marketing has grown from 12% in 2017 to 16% in 2018.

On adoption of AI in marketing, Gilliland says, “When asked about the themes and technologies companies are most excited about in the next three years, the most popular choice was ‘delivering personalised experiences in real time’. 36% of company respondents and 40% of agency respondents chose this option.

This means that, while big trends such as virtual reality are on many marketers’ radar (15%), the majority remain fixed on delivering against core objectives, namely on serving customers with relevant and personalised content and messaging at key moments and touchpoints”.

45% of marketers cite content & experience management as top priority in 2018


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