The demand for content and tech increases in retail, Adobe report reveals

Australian and New Zealand brands are prioritising investments in content creation and technology, Adobe has revealed in its 2023 Digital Trends report.

The Adobe Digital Trends surveyed more than 9000 executives, practitioners and agency employees exploring the climate of technology, investments and strategies in the industry. 

In this year’s report, Adobe revealed that many leading brands in 2023 are working on building on their customer relationships. 

To build on the stronger customer relationships in 2023, brands are focusing on creating great content to “deliver excellent customer experiences”. 

“Adobe’s Digital Trends report shows the demand for personalised, engaging and relevant content across all channels has significantly increased,” says Duncan Egan, Vice President of Digital Experience Marketing, Adobe Asia Pacific and Japan.

The increase in content focus comes as Adobe reveals that 88 percent of Australian and New Zealand brands are seeing a demand of content. 

However, many businesses says the lack of time is the significant barrier for brands to deliver exceptional content. 

“For Australian and New Zealand brands 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 to succeed,” says Egan. 

Due to this, many industry leaders are “rethinking and streamlining” their content supply chains to cover content campaign planning, creation, delivery and data analysis. 

Twenty-five percent of Australian and New Zealand business leaders are focusing on making their content processes more efficiently. 

Adobe reveals that the Cotton On Group are have adopted automation to better engage the brand’s young audience across multiple markets and interact in a more natural, authentic and conversational way. 

“We’re shifting focus to create content that feels really appropriate. It feels like we’re really trying to have a conversation with you and be part of your life,” says Rob Hede, Head of Customer Experience for Cotton On Brands. 

Along with the increase of demand in content, many businesses are also looking into chatbot and AI-driven customer interactions. 

Two thirds of business leaders have stated they plan to invest in new marketing and data technologies in 2023, while 15 percent plan to maximise the value of existing technologies. 

This comes at a time when businesses are looking at a global level by working on digital platforms. 

However, investment in the Metaverse is lagging as 90 percent of business leaders believe it doesn’t apply to their organisation. 

Alongside investment in content creation and technology, Adobe says many brands are also investing in workflow improvements to help ensure deliver excellent customer experiences. 

“Customer expectations for content-rich, personalised experiences have reached new heights, meaning ANZ businesses need to be more creative to deliver meaningful customer experiences,” says Katrina Troughton, Vice President and Managing Director for Adobe Australia and New Zealand.

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