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The Most Exciting Digital Marketing Opportunity of 2014

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Client-side marketers see improving customer experience as the most exciting digital opportunity of 2014, whereas agency marketers see mobile as the most exciting opportunity, according to a recent report from Adobe and Econsultancy.

The online survey of 2,523 marketers found that 20% of client-side respondents and 17% of agency respondents see customer experience as most exciting, compared with 18% and 21%, respectively, for mobile.

Overall, content marketing is seen as the next most exciting digital opportunity, followed by multichannel campaign management, personalization, and social media.

However, when the data is broken out by B2B and B2C-focused respondents, the order of these channels shifts significantly.


Content marketing is seen as the most exciting digital opportunity by nearly a quarter of B2B marketers (24%), compared with just 11% of B2C marketers.

B2B marketers are also significantly more excited about marketing automation than their B2C peers (9% compared with 3%).

Below, additional key findings from the report.

Top Priorities

  • Asked to choose their top 2014 digital priorities (i.e., specific tactics as opposed to broad "opportunities"), the largest percentage of client-side marketers picked content marketing (36%); agency respondents, on the other hand, put multichannel campaign management first (35%).

 

  • As with opportunities, top digital priorities vary significantly when respondents are broken out by B2B and B2C focus: In particular, B2B marketers are significantly more likely to call out content marketing as one of their top three priorities for the year ahead (44% for B2B, compared with 28% for B2C).

About the research: The report was based on data from an online survey of 2,523 client-side and agency respondents, carried out in December 2013 and January 2014.


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Ayaz Nanji is a digital strategy and content consultant. He is also a research writer for MarketingProfs. His experience includes working as a strategist and producer of digital content for Google/YouTube, the Travel Channel, and AOL.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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Comments

  • by Tonya Eckert Tue Mar 11, 2014 via web

    Great recap of the Econsultancy trends report! Thanks for sharing. Digital Marketing NOW summarized the same report, focusing more on the theme of Customer Experience. Check it out: www.digitalmarketingnow.com/must-win-battle-for-new-customers

  • by Kimmy Burgess Wed Mar 12, 2014 via web

    Content marketing is on a boom this year. I agree to this report after seeing the social media marketing result in the first quarter. Indeed, people want the marketing to be content based. Providing new stuff can be a bit difficult, but it is also very fruitful.

  • by Bart De Pelsmaeker Wed Mar 12, 2014 via web

    Wow - this blew me away. Customer experience and mobile on nr 1 and nr 2. Awesome - because reading on mobile devices is a chore : http://blog.readz.com/mobile-content-marketing-tip-3-make-easy-get/

  • by Lizzie @ FatSand Productions Fri Mar 14, 2014 via web

    Interesting insight into digital opportunities of 2014. However, it seems odd that content marketing is a high priority, whilst video marketing is much, much lower. Content marketing and video marketing should not be seen as two separate things... Video is a form of content, is it not? When weaved into a content strategy as part of the story, video is a very beneficial addition and can inform your clients and customers in ways that other content cannot. Really interesting piece of research by Econsultancy and Adobe!

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