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The Most Exciting Digital Marketing Opportunity of 2014

by Ayaz Nanji  |  
March 11, 2014

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%).

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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

Twitter: @ayaznanji

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  • 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:

  • 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 :

  • 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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