Quick Look at 2016 Digital Trends from Adobe

Quarterly Digital Intelligence Briefing: 2016 Digital Trends by Econsultancy and Adobe. 

Focus of nearly all of the respondents:

Collaboration between marketing and creative teams while optimizing creative workflow in context of delivering a great customer experience.

Findings summary:

• Just over a fifth (22%) of client-side respondents ranked optimizing the customer experience as the single most exciting opportunity for the year ahead, slightly ahead of other areas such as creating compelling content for digital experiences and data-driven marketing (both 16%).
• The priorities that sit atop marketers' lists are tied together by their focus on the individual: personalization (31%), content optimization (29%) and social media engagement (25%) are overlapping capabilities with the customer at the center.
• When asked to identify their strategic priorities for 2016, more organizations chose data-driven marketing with their top vote (53%) than any other.
• The vast majority (94%) say that optimizing creative workflows will be important in delivering a great customer experience, while a similar proportion (91%) say the same about the importance of improving collaboration between creative and marketing teams.
• Nearly half (46%) of respondents rank the process of creating a cross-team approach with the customer at the heart of all initiatives as 4 or 5 on the difficulty scale.
• Just over half of company respondents (51%, compared to 61% of agencies) rank mobile as a top-three area of priority for their organization (or their clients) in 2016.

Report available here.