B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • B&T Women in Media
  • Thinkerbell
  • imaa
  • Pinterest
  • Agency Scorecards
  • Anthony Albanese
  • AFL
  • The Growth Distillery
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Adobe Digital Trends Report 2018: Real Time, AI & CX
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Adobe Digital Trends Report 2018: Real Time, AI & CX
Marketing

Adobe Digital Trends Report 2018: Real Time, AI & CX

Staff Writers
Published on: 5th June 2018 at 11:13 AM
Staff Writers
Share
4 Min Read
Businesswoman making online payments ++++ Note for the inspector: Credit is fake and is made especially for the photosession ++++
SHARE

Adobe has released it Digital Trends report for 2018, specifically looking into the changing landscape of online retail, as well as the way digital users are reshaping the space.

Despite predictions of doom and gloom for bricks-and-mortar, the strength of online sales doesn’t mean that physical stores are obsolete.

In fact, a 2017 US Census report found that 90 per cent of all retail purchases in America were made in physical stores.

Furthermore, 43 per cent of Millennials prefer to research brands and products online before shopping in-store.

This reinforces how critical it is that retailers deliver an exceptional and joined-up cohesive experience along the entire shopping journey.

These are some of the report’s key findings.

Retailers focused on customised real-time experience

The report found that the most exciting prospect for retailers is delivering personalised experiences in real time, cited by 37 per cent of retail respondents.

While there is huge potential for AI to play a major role here, investment in digital skills is being neglected, as less than a third (29 per cent) of respondents plan to invest significantly in digital skills and education this year.

Additionally, only around one in six (17 per cent) respondents cite the use of artificial intelligence as the most exciting prospect over the medium term.

prorirty

Retailers less concerned about mobile

Surprisingly, when asking retailers which factors will be most important for their digital marketing efforts over the next few years, “understanding how mobile users purchase” has slipped down the pecking order from the top spot in 2017.

Although the hype around mobile seems to have eased, a recent US Adobe study found that not only is the level of online spending predicted to rise, but an increase has been seen in the value of each smart device visit, with consumers moving away from laptops when shopping.

For reference, at the beginning of 2014, the average amount a US consumer spent during a smartphone retail visit was about one-fifth that of a desktop visit; it’s now up to one-third.

fig2

Experience management, omnichannel marketing and content are among the top priorities for retailers in 2018

More than half of respondents indicate that each of these areas is a top-three priority and, in the case of omnichannel marketing, a quarter (25 per cent) of all retailers surveyed make this their number one priority for the year ahead.

What does it mean for Australian Retailers?

As the largest footwear retailer in ANZ, Accent Group can talk to how they have used digital to transform the customer journey from inception in the creative process to delivering compelling experiences across physical and digital including:

  • The need for retailers to become truly digitally led and prioritise personalisation
  • how they have digitised their inventory processes
  • their plans to bring the online store into their physical bricks and mortar experience
  • the competitive advantage that omnichannel retailers currently have but aren’t fully utilising

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Adobe, Digital, Shopper Marketing
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

The Pistol team photo.
Agency Scorecard: The Pistol
17/07/2025
Agency Scorecard: Mediahub
17/07/2025
Guzman y Gomez’s Steven Marks: Marketing Is Revenue
17/07/2025
Telstra’s Anna Jackson: Creativity Is Fragile In Nature
17/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?