Web content management now constitutes mission-critical software to help
drive successful communications with customers. Application leaders
focused on enabling effective digital experiences should use this document
to help them in selecting the most appropriate vendor and solution.
Welcome to the 2017 Digital Marketing Study. Between March and April 2017, we
reached out to 1,165 digital marketers in enterprise companies in the United States,
Canada, the United Kingdom, France, and Germany, with an average company size
of more than 7,000 employees. We’ve also gathered information and insights from
leaders in several industries regarding their specific challenges, priorities, and tactics.
In this report, we use this data to help companies at all levels of maturity successfully
transform into an experience business. We hope you find it valuable.
Discover how data management
platforms can enable marketers
to tackle growing data challenges,
create powerful customer insights,
and set up marketing campaigns
that will increase revenues and
significantly decrease wasted effort.
Yet again we have been blown away by the response to
our Digital Trends survey, with almost 13,000 marketers
taking part globally. This year’s report, now in its eighth year,
gives an annual view of the ‘state of the nation’ of digital,
alongside data showing what distinguishes outperforming
companies from their peers.
For everyone who grew up with Disney movies, the song “When You
Wish Upon A Star” triggers an immediate emotional response. The strings,
brass, woodwinds, and percussion come together and stir memories and
longings. Today, the multibillion-dollar Disney brand harnesses a new kind of
orchestration to win customers’ hearts—and it’s something that all of us as
marketers can learn from.
At 12:33 EDT on May 3, 1978, Gary Thuerk sent an
email that later earned him the title “Father of Spam”
(although understandably, he prefers to be called the
“Father of E-marketing”). Thuerk, then a marketing
manager for computer company Digital Equipment
Corporation, sent a mass email inviting recipients to
one of two West Coast product demos for a new line
If you’re wondering whether you should really prioritize email
in your marketing—especially when new channels continually
emerge—consider this: 91 percent of marketing executives agree
that email is their most effective channel.1
Clearly, email isn’t just
here to stay, it’s the mainstay. And with the ability to personalize
and contextualize messages, upgrade mobile campaigns, and
better understand customer needs, email marketing has evolved
into a stronger and smarter version of its former self.
In our 26-criteria evaluation of digital intelligence
(DI) platform providers, we identified the 10 most
significant ones — Adobe, Cxense, Evergage,
Google, IBM, Localytics, Mixpanel, Optimizely,
SAS, and Webtrekk — and researched, analyzed,
and scored them. This report shows how each
provider measures up and helps customer
insights (CI) professionals make the right choice
Marketing leaders are asking their analytics teams to provide better insights
into customers, prospects and journeys, and a more accurate assessment
of the impact of marketing tactics. Use this research to find a digital
marketing analytics tool to support your needs.
On the surface, the connection between fractals and
programmatic advertising isn’t obvious, but right
down to the melding of art and math, programmatic
advertising has a lot in common with this
unconventional geometry. And those similarities pave
the way for some serious implications for the way you
approach creative assets.
In our 35-criteria evaluation of data management
platforms (DMPs), we identified the 11 most
significant ones — The ADEX, Adform, Adobe,
KBM Group, Lotame, MediaMath, Neustar,
Nielsen, Oracle, Salesforce, and Turn — and
researched, analyzed, and scored them. This
report shows how each provider measures up
and helps B2C marketing professionals make the
In our 36-criteria evaluation of omnichannel
demand-side platform (DSP) providers, we
identified the 11 most significant ones — Adform,
Adobe, AOL, AppNexus, DataXu, Google,
MediaMath, Rocket Fuel, The Trade Desk,
Turn, and Viant — and researched, analyzed,
and scored them. This report shows how each
provider measures up and helps marketing
professionals make the right choice.
Ten years ago, the iPhone came into our lives and our world was utterly transformed. Since then, mobile devices have changed the way we communicate, take photos, find our way, even find our soul mates. With the advent of new technologies like artificial intelligence and virtual reality, the next decade promises to be even more transformative.
Just off the coast of Grenada, West Indies, in the
depths of Molinere Bay, marine life thrives amid an eerie
art installation of lifelike mixed-media figures. Sculptor
and conservationist Jason deCaires Taylor is the visionary
behind this first-ever underwater sculpture gallery. Created
as more than a unique place to showcase his talents, his art
allows people, marine life, and fragile underwater habitats
to coexist in harmony.
Marketing leaders rely on analytics teams to deliver better measurement,
insights and optimization. Use this research to evaluate your organization's
current analytics tools and identify new solutions aligned to your goals.
Marketing is moving toward a new kind of
success, one that depends on truly knowing
the customer. Throughout the industry, this
focus is proving to be the path to better
customer relationships and business growth.
It’s iconic. Concrete sails riding gentle waves. A million
subtly textured tiles reflecting “the mood of the
The Sydney Opera House is recognizable by
nearly everyone, a structure so loved and venerated it
stands “alongside the Taj Mahal, the Acropolis, and the
Great Pyramids” as a World Heritage site, “a cultural site
having outstanding universal value.
According to a recent study, “76 percent of marketers said marketing had changed
more in the last two years than in the previous fifty.”1
From apps like Uber and
Airbnb that reengineer entire markets to mobile, omnichannel commerce, virtual
reality, and the Internet of Things, marketing is being built anew.
Governments are close, but fall short when meeting constituents' experiential needs online. People expect compelling, convenient experiences when engaging with their government online. According to research conducted by Adobe and the WPP Government & Public Sector Practice, the current approaches to digital government services can be improved.
We are fully entrenched in the digital age, so much so that you're probably reading this with a smartphone or mobile device within arms length. Similarly government is also making the shift towards a digital future.
But with moving away from paper-based records and towards digital data, there are new opportunities for potential security risks regarding government data and content. As cyberthreats continue to grow in number and sophistication, agencies should be looking at features to secure every level of their digital infrastructure and content.
Check out this new pocket guide to learn content security best practices, why it matters, government rules and regulations related to digital data and its associated security and content challenges. You’ll also learn tips and tricks to apply at your agency to make sure your content is secure.
Today, what separates great businesses from the good ones is the ability to provide customers with a meaningful experience — not just a great product or service. With our unique and comprehensive marketing cloud offering, Adobe is perfectly positioned to help your company transform into an experience business.
See what businesses are doing with Adobe Marketing Cloud to deliver amazing experiences to their customers.
Today’s customers want something different. They want a real experience. The kind that is memorable because a business actually knows them. Connecting in this powerful way takes the right marketing technology, understanding, and follow through. See why we have the highest position for our Completeness of Vision and Ability to Execute in Gartner’s 2017 Marketing Quadrant for Digital Marketing Hubs.
To offer customers the experience they expect requires more than traditional analytics. You need digital intelligence. As we’ve evolved into a true Digital Intelligence Platform, we’re in the right position to help you offer amazing customer experiences across channels. See why we are listed as the only Leader in The Forrester Wave™: Digital Intelligence Platforms, Q2 2017.