With over 7000 professionals participating in the survey, this year's Adobe 2016 Digital Trends Report highlights the importance of the customer experience story. When asked what respondents thought was their single most exciting opportunity, the top three answers were 'optimising the customer experience,' 'creating compelling content for digital experiences,' and 'data-driven marketing that focuses on the individual.' Businesses are increasingly recognising that along with creativity, data has the potential to drive a competitive advantage. It's crucial to customer experience and data should be underpinning any customer interaction, from advertising through to service. In this year's report, the marketing community displays their understanding of this opportunity, in addition to signs of working to overcome the obstacles to achieving it. Click here to download the full report.