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23 January 2014 – A fifth of in-house marketers (20%) regard customer experience as the “single most exciting opportunity” over the next 12 months, just ahead of mobile (18%) and content marketing (15%), according to research published today.
The Digital Trends 2014 report, produced by Econsultancy in partnership with Adobe, has found that content marketing (24%) is the most exciting opportunity for B2B marketers, while mobile (22%) is first in the pecking order for B2C marketers.
The global research, based on Econsultancy’s largest-ever survey of internet professionals, also asked respondents to indicate their top three digital-related priorities for 2014.
Content marketing (36%) came out in first spot, followed by social media engagement (36%), targeting and personalisation (31%), conversion rate optimisation (31%), and mobile optimisation (31%).
The research also found that:
-) Almost two-thirds of company respondents (64%) have a strong appetite for digital experimentation this year (up by 3% compared to last year).
-) 62% of company respondents now believe that ‘understanding how mobile users research and buy products’ is very important for their digital marketing over the next few years, up from 56% last year and 47% in 2012.
-) Only 23% of company respondents believe they have the marketing technology they need to succeed.
-) Just under a quarter of respondents (23%) indicate that their marketing teams lack creative and storytelling skills.
Commenting on the findings of the latest Quarterly Digital Intelligence Briefing, Econsultancy Research Director, Linus Gregoriadis, said: "If last year was about recognising the importance of customer experience, 2014 is about actually doing something. For an optimal customer experience, various business functions and customer-facing touch points need to be working in harmony – from customer service and advertising to online user experience, content management and email messaging."
Mark Zablan, President of EMEA, Adobe, said: "Customer experience, mobile and content marketing emerge as major imperatives for 2014, but significant numbers of businesses are homing in on other areas such as personalisation, social, data and multichannel campaign management.
"Since last year, it is also clear that companies are attaching increased importance to understanding customer behaviour on mobile devices, and also prioritising the use of data from different channels to optimise the overall experience."
Get this report
The full report is available on the Econsultancy website here: http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2014-digital-trends.
The briefing is available to Econsultancy subscribers, or on a pay-per-view basis.
For more information about this report, contact:
Linus Gregoriadis, Research Director, Econsultancy
linus.gregoriadis AT econsultancy.com
+44 (0) 207 269 1450
Andrew Warren-Payne, Senior Research Analyst, Econsultancy
andrew.warren-payne AT econsultancy.com
+44 (0) 207 269 1450
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Published on: 12:17PM on 23rd January 2014