Market Data

Digital Intelligence Briefing: 2018 Digital Trends

In association with Adobe


The 2018 Digital Trends report, published by Econsultancy in association with Adobe, looks at the most significant trends that will impact companies in the short to medium term.

The report is based on a global survey of nearly 13,000 marketing, creative and technology professionals in the digital industry across EMEA, North America and Asia Pacific.

As part of this year’s study, we have also identified a number of top-performing companies in order to assess how they are focusing their activities and investments differently compared to their peers.

High-performing companies are those organizations that exceeded their top 2017 business goal by a significant margin, and who have also significantly outperformed their competitors.

Key insights from the research include:

  • Companies continue to focus on the customer experience (CX), as well as the content required to facilitate this. Organizations committed to CX are shown to outperform their peers.
  • We are entering a ‘design and creativity renaissance’, with top-performing companies recognizing the importance of these capabilities to complement data and technology excellence.
  • Investment in technology and related skills is paying dividends, with integrated platforms fast-becoming a prerequisite for success.
  • AI set to play a growing role in helping marketers to deliver more compelling real-time experiences.

Table of contents

1. Foreword by Adobe

2. Executive summary

3. Review of 2017: digital-first organisations more likely to have exceeded business goals

4. Companies get quantifiable uplift from customer-centric approach… it’s the year of CX again

5. Dual focus on content and data fuels UX and customer journey optimisation

6. The design and creativity renaissance

7. Investment in digital skills and education pays dividends

8. Companies with integrated technology stacks outperform competitors

9. Ability to measure ROI helps boost digital marketing investment

10. Looking ahead – AI set to help companies with quest to provide more compelling real-time experiences

11. Fit for the future – five areas marketers should focus on

12. Appendix: respondent profiles


  • Pdf Disabled Digital Intelligence Briefing: 2018 Digital Trends (2.47 MB PDF)

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