2022 Digital Trends APAC in Focus 本报告来自互联网公开渠道，版权归属原作者所有。 如有疑问，请联系[email protected] 更多报告,请扫描二维码 进入找报告小程序 添加微信lycj002邀请您进入更多行业分类群 群内每日分享更多深度报告！ Table of Contents Foreword 3 1. Executive Summary 5 2. Accelerating into Unprecedented Social and Technical Change 6 3. Overcoming Internal Constraints 9 4. Data Soverignty Versus Innovation 15 5. Conclusions 17 6. Methodology 18 With nearly 10,000 participants in the 2022 study, more than 95,000 businesspeople from every continent (including Antarctica) have contributed their time and insights to this research since its inception in 2010. Their contributions make this the largest and most durable international study of how digital trends are changing the marketing discipline. Adobe and Econsultancy would like to thank everyone for their effort and insight. 2022 Digital Trends: APAC in Focus 2 Foreword Introducing 2022 Digital Trends - APAC in Focus. This annual Adobe survey, produced in collaboration with Econsultancy, captures insights from senior decision-makers and practitioners in the marketing and advertising industries across the Asia Pacific, Australia and New Zealand regions. The report explores the role of technology and its impact on consumers, businesses and economies and points to opportunities for companies to refine their digital strategies to drive sustained growth in 2022 and beyond. The past two years have led to extraordinary and profound changes across all sectors and economies worldwide. The COVID-19 crisis has accelerated digital interactions and deepened millions of consumers’ Duncan Egan Vice President, Marketing APAC & Japan, Adobe online usage. In growing economies like Thailand and Indonesia, government efforts to promote digital transformation, including investments in wireless networks, have led to greater acceptance and adoption that overcame organisational and technology silos and of digital services. worked across functions to quickly move as one came out in front. At the same time, other markets across the region have propelled their technological prowess and are Today, many APAC organisations face a challenge on entering a new era of unprecedented change and how to embed the agile methodologies they developed innovation. With superior manufacturing capabilities, in the crisis “war-rooms” into their long-term business homegrown specialised talent and a large consumer operations. This report reveals that many companies base of digital enthusiasts, APAC digital leaders set struggle with legacy working cultures, mindsets and global benchmarks in eCommerce, virtualising services practices, limiting their ability to respond to shifting in healthcare and education, smart mobility and digital consumer behaviours and evolving market dynamics. urbanisation. The flow-on effect of outdated working practices, The scale and momentum of these digital trends are combined with growing employee expectations in the cementing shifts in consumer behaviours and needs. new world of remote and hybrid work, is limited access 77% of our surveyed APAC practitioners experienced a to digital skills and capabilities. Unsurprisingly, 83% surge in new customers through digital channels, and of senior executives are concerned about having the 76% observed new and changing customer journeys. necessary skills levels in their organisation. In fact, This rewiring of consumer mindsets in the Asia Pacific despite being home to a large base of technology region creates opportunities for businesses that talent, digital skill shortages are seen as a more embrace an agile mindset, collaboration and speed significant barrier to successful experience delivery in up time-to-value. Over the course of 2021, companies APAC than in any other region in this study. 2022 Digital Trends: APAC in Focus 3 In 2022, change will continue to be front and centre in business. In fact, 85% of APAC senior executives expect the pace of change experienced in 2020 and 2021 to persist for the foreseeable future. The 2022 study reveals that APAC organisations are focused on several approaches: • Collaboration: 77% of senior APAC executives believe that marketing and IT have a shared vision to unlock creativity and innovation. However, only 27% agree that their disparate marketing and technology teams collaborate successfully today. • Optimisation: 54% of APAC practitioners believe that investing in work and project management solutions i