- Kyle Chua
Surge In Content Demand Overwhelms Most Businesses In 2023 Adobe Survey
Industry leaders are leaning towards two key things to succeed and build stronger customer relations in 2023, a report finds.
According to Adobe's annual Digital Trends Report, the two are content creation and workflow improvements. The report surveyed more than 9,000 executives and agency employees, 800 of which are based in Asia Pacific, to find out the technologies and strategies they're investing in for the year ahead.
"Customer expectations for content-rich, personalised experiences have reached new heights," said Duncan Egan, Vice President of Digital Experience Marketing at Adobe Asia Pacific and Japan.
"To meet this, business leaders need to prioritise a content supply chain backed by workflow automation, built on a customer-centric strategy and streamlined for the entire content lifecycle."
In the report, 79% of senior APAC executives believe the demand for content has gone up significantly. Only 25% of them, however, say that they're "good" at creating and delivering content.
For this reason, the respondents want to streamline the content creation process that cover content campaign planning, creation, delivery and data analysis. Making the process more efficient and reducing its cost are said to be the focus. But doing so could come at the cost of employee time and freedom, with 41% of APAC marketing professionals citing a lack of time to be creative as a barrier to delivering excellent customer experiences.
To address the issue, APAC brands are investing in improving workflow management and digital collaboration across content teams. 37% of respondents said they're streamlining or automating the collaboration process so teams can work faster and better. 43%, meanwhile, are using workflow automation to make marketing and the customer experience more efficient – higher than the global average of 38%.
45% of APAC leaders, which is close to half, plan to allot resources on new marketing and data technologies in 2023, while another 33% plan to maximise already existing technologies.
But some leaders are finding it hard to plan for the future due to economic challenges, with 65% of the respondents saying they'll take care of their immediate needs first. If there's any consolation though, it's that that sentiment is not shared by all. Some are keen to explore new digital platforms for their marketing needs, with 41% saying they're learning about marketing in the metaverse.
Up to 43% of executives said their content creation process is already efficient.
This year's Digital Trends Report is based on an online survey distributed between the months of September and November 2022 to select industry leaders. These leaders were selected based on their answers to a separate survey question relating to their company’s relative performance in 2022 versus sector competitors.
Adobe's annual Digital Trends Report finds that leading brands are looking to invest in improving content creation and workflows to find success in 2023.
No less than 41% of APAC marketing professionals cite a lack of time to be creative as a barrier to delivering excellent customer experiences.
To address the issue, APAC brands are investing in improving workflow management and digital collaboration across content teams – 37% said they're investing in streamlining the collaboration process, while 43% are investing in workflow automation.