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%).
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji