2024年数字趋势（英）-20正式版.docx

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1、AdobeEconsu1.tancyDigita1.TrendsAdobe2024Digita1.TrendsTab1.eofcontentsExecutiveSummary3Section 1Persona1.izationandcustomerjourneyexpectations.4Whyarewesti1.1.ta1.kingaboutpersona1.ization?4Whatpersona1.izationmeansin2024.5Section 2Unifieddataandinsightsarefoundationa1.forpersona1.ization.8Connecty

2、ourdataforseam1.ess,persona1.izedjourneys.8Frommp1.iancetometitiveedge.10Market1.eadersexemp1.ifyresponsib1.edatapractices.11Section 3C1.earstartingpointsandfuturegoa1.sforgenerativeA1.12GenerativeAsfirstusecaseisntent.13Interna1.strategiesforadoptinggenerativeA1.16Frompi1.otstopowerhouse.16Recommen

3、dationsExceptiona1.digita1.CXthroughpersona1.ization,generativeA1.,andunifieddata.18Methodo1.ogy19Executivesurvey.Consumersurvey.thosewithoutgenerativeA1.so1.utionstohaveexceptiona1.digita1.CX.Aspotentia1.isunrea1.izedbutachievab1.e.AsfirmsintegrategenerativeA1.intotheirbusinessworkf1.ows,itspotenti

4、a1.forfar-reachingbusinessimpactisbecomingc1.earer.However,thefactthatsomanyhaveyettoestab1.ishbusinessgoa1.sorKPIsshowsa1.ackoffocusandmeansthatgenerativeAspotentia1.issti1.1.farfrombeingreached.Section1Persona1.izationandcustomerjourneyexpectations.Whyarewesti1.1.ta1.kingaboutpersona1.ization?Pers

5、ona1.izationcontinuestobeatopbusinesspriorityandorganizationssti1.1.strugg1.etogetitright.Accordingtothisyearsnsumersurvey,just26%ofconsumersdescribedtheirdigita1.experiencewithabrandtheyhaveanexistingre1.ationshipwithasexce1.1.ent.Aboutha1.fofthensumerssurveyedagreethat-themorebrandsknowaboutme,the

6、betheycangive.Atthesametime,near1.ytwo-thirdsexpressfrustrationwithbrandsthatknowa1.otabtmebutdonttakemypreferencesintoaccount(Figure1).Organizationscontinuetodemandmoreandmoredata,butnsumersarewary,inpartbecauseofthe1.imitedpersona1.izationtheyhavereceivedaconcerns.issuggestsconsumerswou1.dratherbr

7、andsgettheirreinteractionsrightacrosswebsite,emai1.,app,andsocia1.beforeexpandingtointeractionssuchasautomatedchatorvirtua1.try-ons.SdEP1.dsize：6793Whatpersona1.izationmeansin2024.In2024,wor1.d-c1.assdigita1.experiencesrequireapersona1.izedend-to-endcustomerjourneyacrossa1.1.channe1.s,de1.iveredseam

8、1.ess1.yandconsistent1.y.Itisnotaseriesofcustomizedtouchpoints.Four-orcritica1.tomeetingtheirCXexpectations,and70%assignsimi1.arratingsto-persona1.izedproductrecommendations(Figure2).However,abovea1.1.e1.se,consumerswanttheirdatausedresponsib1.y,with91%insistingitiseitherimportant(28%)orcritica1.1.y

9、important(63%).RespondentswereSignifiCantIymore1.ike1.ytoratethisascritica1.tomeetingtheirCXexpectationsthananyotheroption.Notata1.importan1.Sftwa!importantImportantCriOca1.yimportantexpeeceexpectations?(Consumer)AssurancethatmyptifscraidataHbeingUMdfontib1.Quckarwettce111cs1omcrsupport!hfk5hanmatod

10、istorIkofftoPesMzEproductreco11vwrtoton23onmyimorcstsandpastpurer.ConktEtandseamtesnteracto115ac115sdf1.ereron1.noho.socia1.rcdfma1.)andIea1.urwtomawmyon1.ineejpeneocegCfPfOCkKid4*ncrrAicroorohfWMdWhenaskedwhatconsumersva1.uemorewheninteractingwithbrands,resu1.tsrevea1.edmostPrefe留mmunicationsonthei

11、rownschedu1.e.A1.mosttwo-thirds(60%)saidtheywou1.dprefertoreceiveanemai1.ontopoffersoverapersona1.izedtextmessage(40%).Simi1.ar1.y,consumerspreferredrecommendationsviawebsiteandin-app(62%)totai1.oredemai1.sandtexts(38%).Crosscomparisons1onappversuswebsite,chatversusforms,andotherpreferenceswerea1.mo

12、stequa1.1.ysp1.it,suggestingthereisnoonerightpathformostcustomers(Figure3).Rea1.-timePerSOnaIiZaUOniswhatourcustomersexpecteverysing1.etime,everysing1.einteraction.Wemustgetthatghtar1.doitsoyoureno(comingacrossasCrGePyortryingtose1.1.somethingthecustomerdoesntneed.YourecomingFigure3:Whenchoosingbetw

13、eendrfferentbrandstodobusinesswith,whichofthefo1.1.owingaremorimportanttoyou?(Consumer)56%49%RwxTfrejrdaftccebwdonreco111.PUfChaWb4i1.ftGdprodUdrvco11v11end1.o1111-apOronIhewe*W1.t,.MAfti9mAiMdm1.fcwtAxft1.formeOrt1.nacacwan48%AO1.mgrtoc1I51NAwe1dw1111edappEmaitsTth1.opo11rsc1.h9VTa1.1.nwuiagotMhprc

14、cnfM，rEd40%.Rocixryrendaccnsbasedon11poU.OgQgandgoMftrOn1.nochat*1thaMftUa1.asta11!MEAfcnIorQUE1.kmndinqurBSmp4ei:6.793Dri1.1.ingfurtherintothedata,Weunveredpreferencesbyconsumeragegroups,revea1.ingsomeinterestinggenerationa1.differences.Forexamp1.e,mostconsumersunder45preferon1.inechattoca1.1.ingor

15、comp1.etingaform,whi1.emostconsumersover65preferwebsitestoapps(Figure4).Brandsneedtorea1.izethat,assomesegmentsageout,*thepreferencesoftodaysyoungerconsumerswi1.1.thenbemethedominantexpectation.-?X中4/18,2423431242M43X456.846sd43MMird乂&3OrtnCMIwftOf1.kra6*c r”AWM1.gE*Ufw4cquMtJCMA*)ufMcy-1。On1.ynsume

16、rsegmentationwithdetai1.edinsightbehinditisgoingtogetbusinessesdosertomeetingexpectations.Forinstance,nsumersva1.uedtai1.oredmessagesthataretime1.yandre1.evantamongtheirtopthreeprioritiesinpersona1.ization(Figure5).Atthesametime,on1.y20%ofconsumersva1.uedbeingaddressedbyname.Havingtheirinfoimationandpreferencesregnizedwhenreachingoutforsupportorcustomerservicesismoreimportant(23%),asisbeingrecognizedwhenthey1.oginondifferentdevices(25%).Figure5:Persona1.izationthatconsumersva1.uethemostfrombrand