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Econsultancy's first Quarterly Digital Intelligence Briefing, sponsored by Adobe, looks at some of the most important trends affecting the marketing landscape in 2011. The research is based on a survey of more than 900 business respondents predominantly in the United States and Europe.
The following trends are featured in the report:
- Content marketing needs a mobile makeover.
- Mobile measurement missing the mark.
- Is digital ready to compete with traditional TV advertising?
- Social is about engagement and branding, but most don't measure either.
- Earned media and content marketing take center stage.
- F-commerce under the retailer radar (for now).
- A long way from fully activating social as a sales and service channel.
- Only a minority of companies are measuring important areas relating to mobile, including type of devices used by website visitors and value of traffic.
- The vast majority of respondents believe that brands must 'participate in an ongoing conversation with customers', but only 39% believe that their brands are 'defined by their customers conversing online'.
- Value of traffic is seen as the most important social media metric but only a fifth of companies are measuring this.
Download a copy of the report to learn more.
A free sample is available for those who want more detail about what is in the report.
- Quarterly Digital Intelligence Briefing: Q2 2011 (736 KB PDF)