Adobe: Digital Trends 2023

Adobe: Digital Trends 2023

The 13th edition of Adobe’s annual global Digital Trends survey is based on a poll of 9,247 business leaders and professionals worldwide. These are client-side marketing professionals for 58% of respondents, with the remainder being executives from consultancies, agencies, or marketing technology/service providers. In their study, the authors distinguish between pioneers, mainstream and laggards.

Among other things, the report shows that 89% of executives surveyed believe that content demand has increased significantly. At the same time, organizations are struggling to meet growing content needs. It also becomes clear: content is rarely planned and prioritized effectively. Only 33% of respondents rated their organization as good or very good at content planning in terms of achieving measurable results. In addition, only 28% of professionals believe they are good or very good at delivering content through rapid asset distribution, automated execution, data-driven personalization, and insight tracking. If a distinction is made between trailblazers and laggards with regard to this point, a clear difference emerges: while 37% of the trailblazers rate themselves as good or very good, only 20% of the laggards do so. If you want to learn more, you can find the full report free of charge here.