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APAC marketers focused on AI & digital skills: Adobe report

Top-performing companies globally are more than twice as likely to be using AI for marketing (28 per cent vs. 12 per cent), a report by Adobe and Econsultancy found. This aligns with Adobe’s ‘Future of Work: APAC Study’ which found that organisations investing in workplace technology are more likely to be successful. Despite this, the Digital Trends report found that less than one in five global respondents (15 per cent) said their companies are pushing forward with AI and nearly half of respondents (48 per cent) said their organisation has inconsistent integration between technologies.

While half (51 per cent) of North American marketers see ‘no perceived need’ for AI, only a third (38 per cent) of APAC marketers share this sentiment. Furthermore, APAC respondents (16 per cent) were more likely to have an integrated, cloud-based technology stack, compared to their North American (10 per cent) and European (9 per cent) counterparts. This indicates that APAC marketers are ahead of their global counterparts when it comes to leveraging the power of new technologies to automate the delivery of personalized content, empowering them to work smarter and faster.

Paula Parkes, Senior Director, APAC Enterprise Marketing said, “Rapid economic development and unprecedented growth have positioned APAC at centerstage of the disruption being created by new, digital technologies. In the current Experience Business era, smart organisations are investing in disruptive technologies to drive productivity and deliver compelling experiences for customers.”

Optimisation of the customer experience is the top priority for marketers in 2018 according to Adobe’s 2018 Digital Trends report, with a fifth (19 per cent) of global respondents saying it is the most exciting opportunity.

APAC marketers are focusing on making the experience as personalized and relevant as possible, whereas North American and European respondents said their main focus is on making the experience as valuable as possible

Organizations with ‘well-designed user journeys that facilitate clear communication and a seamless transaction’ are 57 per cent more likely to be exceeding their business goals. Meanwhile, organizations with a ‘cross team approach with the customer at the heart of all initiatives’ are nearly twice as likely to exceed their top 2017 business goal. Yet, over a third (38 per cent) of global respondents still do not have a cohesive plan, long-term view and executive support for the future of their customer.

“Our research reveals a clear opportunity gap for businesses looking to set themselves apart from their competitors. Producing engaging and personalised content at an ever-increasing velocity has now become a business mandate. To help businesses adapt to the evolving expectations of their customers, Adobe supports seamless workflows between creatives, marketers and data analysts in Adobe Experience Manager, empowering brands to consistently deliver outstanding digital experiences,” continued Ms Parkes.

The report also highlighted that companies that are ‘combining digital marketing skills with technology,’ are nearly twice as likely to have surpassed their 2017 business goals by a significant margin (20 per cent vs. 11 per cent). However, the intended level of investment in digital training for 2018 differs greatly by region. APAC marketers are more than twice as likely than their North American counterparts to invest in digital skills and education (34 per cent vs. 16 per cent), while those in Europe fall in the middle (25 per cent).

“Significant investment in digital skills and training is directly linked with high business performance. While investment in technology is crucial, organizations must also invest in the skills and education to ensure their employees are capable of using these new tools to create outstanding customer experiences,” concluded Ms Parkes.