More than 6,000 marketing, and ecommerce professionals around the world took part in this year’s Digital Trends survey, which has been by far our largest response since we launched this annual survey in 2012. Thanks to all of the contributors who took the time to provide their perspective. I’m pleased to say the 2015 Digital Trends report is available now to download.

I can't wait to dig into this report and green some insight on what marketers are seeing. I suggest downloading and perusing yourself.

Personally, what makes this report interesting to me, is not just the trends but the insight into how a company needs to adapt to capitalise on these new trends. Two aspects are key here: Strategy & Culture. As seen with the emergence of customer experience as an overarching driver, we aren’t talking about small shifts in your marketing organisation, but the conscious decision to develop and align your activities with the goal of customer experience at the heart. However, strategy change without culture change is ineffective, to quote Peter Ducker ‘Culture eats strategy for breakfast’.

These are concepts I have been writing about the last few days here and here. Adapting to the "mobile first" shift in the consumers, organizations have to change their culture and structure. The companies that will be successful in the next 5 years will be ones that adapt to these changes in their organizations, to put the customer first and align the organization around customer experiences instead of functional duties.