Adobe’s annual survey on Digital Trends, 2021 edition

Paul Lindström's picture
Paul Lindström

Started in 2010, Adobe’s survey has grown bigger and bigger year by year. The survey is done in cooperation with Econsultancy, and this year the effects of the global Covid pandemic has accelerated the digital transformation.

In the early days of this survey a modest number of marketers were interviewed, a couple of hundred or so, but the number has grown to include over 13,000 in the 2020 study, the basis for the 2021 report.

Focus on “CX” – Customer Experience
Among the findings which Alvaro Del Pozo, Vice President of International Marketing at Adobe, points out already in the foreword is that companies with customer experience as their focus for their web presence were “three times more likely to have significantly outpaced their sectors than the rest of the sample.
Also from his summary it’s worth noticing that empathy is now registered as “the future of experience”. This rhymes well with the exit of Mr Trump from the White House.

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