The COVID-19 pandemic will continue to shape consumer behavior and, in turn, the way brands market to them in 2021.

So says Adobe's annual 2021 Digital Trends report, in partnership with eConsultancy, which surveyed more than 13,000 marketers and IT professionals across the globe, and found big changes in marketing priorities for 2021-especially when compared to last year's Digital Trends report findings. The study, now in its 11th year, shows how marketing and IT leaders across the world will focus on the customer as a human being, their employees as integral assets and the digital customer experience as the main drivers of growth and strategy in 2021.

"The events of 2020 have accelerated digital transformation," says Alvaro Del Pozo, VP of international marketing, Adobe. "Trends and technology that were years away from serious consideration are now at the top of the agenda. Additionally, businesses are all grappling with the same challenges: remote working, new all-digital customers with different buying behaviors, and, added to that, their employees' and their customers' well-being."

Below we deep dive into some of the digital trends expected in 2021, based on the study.