Companies are beginning to understand the importance of digital experience as a mere option to a business imperative. Many are rolling out new initiatives that aim to get closer to their customers, while offering personalized experiences. Yet, there are some clear leaders. So what makes them different?

This study, conducted by Econsultancy in partnership with Adobe, examines the key areas and differentiators. It surveys global marketers on digital inequality, putting the customer in context, cultural transformation, consumer data management and the role of AI in marketing. It highlights key trends that are driving marketing strategies in the short and medium term, where companies are investing, and their greatest challenges.