The presentation is based on a survey of 12,500 marketing, creative, design and technology professionals across EMEA, North America and Asia Pacific.

1. Digital Trends 2019
Seán Donnelly
Senior Analyst, Econsultancy

4. 1. 12,500 survey respondents
2. Marketing, Creative, Design, IT
3. Qualitative interviews
https://www.adobe.com/uk/modal-offers/econsultancy_digital_trends_2019_report.html

5. Agenda
1. State of customer experience strategy
2. Importance of customer data
3. Control of customer data: compliance
and walled gardens
4. State of artificial intelligence (AI)
5. Enduring value of creativity

6. Quest for great CX
powered by
technology

8. How do you rate your company in terms of customer experience (CX)
maturity?
8%
44%
38%
10%
5%
45%
42%
8%
Immature – we haven’t even started on this journey
Not very advanced – we have some ad hoc tactical
initiatives but no real CX strategy or tech capability
Quite advanced – our strategy and technology are aligned
but CX is not fully embedded yet
Very advanced – our strategy and technology are well
aligned around CX to successful effect
2015 2019

9. Proportion of responding companies that exceeded their top 2018
business goal by a significant margin (for different levels of CX maturity)
37%
18%
10%
8%
Very advanced - our strategy
and technology are well
aligned around CX to
successful effect
Quite advanced - our
strategy and technology are
aligned but CX is not fully
embedded yet
Not very advanced - we have
some ad hoc tactical
initiatives but no real CX
strategy or tech capability
Immature - we haven't even
started on this journey

10. Data is the new
everything

11. Data and measurement
1. Customer insight
2. Tactic evaluation
3. Demonstrate value of
marketing activities

12. 03
02
01
Data-driven
marketing that
focuses on the
individualOptimising the
customer
experience
Creating
compelling
content for digital
experiences
Exciting opportunities in 2019?

13. “If marketing has one goal it is to meet consumers at the
moments that most influence their decisions.”
2.65% uplift in revenue per visitor

14. Customer journey
management holds the
key to personalisation

15. 1
Key requirement for
data informed customer
experiences
Customer journey
management
2
Right message, right
place, right time
Targeting &
personalization
4
Customer data
management
Convert data into
knowledge
3
Content marketing
Continuing importance
of creativity and design
Top digital priorities in 2019
Data

16. What best describes your organisation’s approach to marketing and
customer experience technology?
9%
27%
46%
18%
We have a highly
integrated, cloud-based
technology stack
We have a somewhat
integrated, cloud-based
technology stack
We have a fragmented
approach with inconsistent
integration between
technologies
We have little or no cloud-
based technology
64%

18. https://www.marketingweek.com/2019/02/25/unilever-marketing-big-campaigns/

19. Data compliance and
walled gardens
• Security
• Privacy
• Integration
• Machine learning

20. What impact has the increased focus on consumer data protection
(e.g. the EU’s GDPR) had on your organisation?
52%
40%
8%
37%
47%
16%
Positive impact No impact Negative impact
CX leaders Others

21. Teaching
customers GDPR
• Better read rates
• Reduced deleted

22. Top marketing challenges
Tracking marketing
effectiveness & ad spend
Holistic view of customers across
all interactions
Ensuring consistent experiences
throughout the customer lifecycle
Lack of internal resources

23. Increased uptake of
artificial intelligence

24. How is AI being used?
9%
10%
5%
6%
9%
11%
15%
17%
19%
23%
26%
26%
27%
55%
Don’t know
Other
Video recognition and/or processing
Creative and design work
Automated offers (e.g. coupon codes)
Digital asset management
Content creation
Image recognition and/or processing
Email marketing
Automated campaigns
Optimisation and testing
On-site personalisation
Programmatic advertising
Analysis of data

25. Beer recipes that adapt using AI
https://get.intelligentx.ai/
Beer that learns

26. 1. Buy the beer
4 varieties

27. 2. Train the AI
• Tell the bot what you think
• 9 questions
• Train the algorithms
• Changes made

28. 3. Recipe
updated
Receive beers tailored
to your preferences

29. Creatives in the
spotlight

30. Which three areas do you expect to jump furthest up your
organisation’s priority list in 2019? (the creative view)
1%
3%
23%
24%
33%
34%
37%
37%
51%
Other
None of the above
Bringing content creation in-house
Attracting and retaining creative talent
Collaboration across teams
Speeding up / scaling content creation to meet marketing
needs
Ensuring high-quality experiences on any device or channel
(e.g. mobile, desktop, video)
Maintaining consistency of the brand
Creating standout content and campaigns

31. Big campaign example

32. Recommendations

33. 5. Educate your
organization
about the
potential of AI
and machine
learning

34. 4. Strive for
integrated
customer
experience,
martech and
adtech

35. 3. Activate
customer data

36. 2. Cherish your
data as an
asset. Be wary
of walled
gardens.

37. 1. Keep
pushing the
customer-first
agenda within
your
organisation

38. Thank you
Email: sean.donnelly@econsultancy.com
Twitter: @Seanog1982
LinkedIn: https://www.linkedin.com/in/seanpdonnelly/