What Are Marketers Most Excited About in 2014 ?

“The Most Exciting Digital Marketing Opportunity” Of 2014 Is… ?

Customer experience, mobile and content marketing are seen as most exciting business opportunities in 2014, according to a recent report from Econsultancy and Adobe.

The 2014 Digital Trends Briefing report by Econsultancy in partnership with Adobe, emphasizes the key digital trends, challenges and opportunities which marketers need to be aware of during 2014, covering topics ranging from customer experience and mobile to cross-channel marketing and email.

The report is based on a global survey of more than 2,500 marketers and internet professionals carried out at the end of 2013.

Customer experience is the single most exciting opportunity for 2014.

Looking at the data as shown in figure 1, company respondents (20 %) emphasize customer experience is the single most exciting opportunity, followed by mobile (18%) and content marketing (15%) for their organisation in 2014 and will see continued focus on how to integrate online and offline channels to deliver better customer experiences and greater business value.

It was slightly different among agency respondents, who emphasized the importance of same top 3 opportunities, but in a different order. Agency marketers choose mobile as the most exciting opportunity (21%), ahead of customer experience (17%) and content marketing (13%).

Overall, both company respondents (20%) and agency respondents (17%) found that customer experience as most exciting, compared with 18% and 21%, respectively, for mobile, followed by content marketing, multichannel campaign management, personalization, and social media.

Furthermore, as shown in figure 2, respondents were provided with a list of 13 digital-related tactics, asking them to name their top 3 priorities this year.

Content marketing was chosen as a top priority by company respondents (36%), followed by social media engagement (36%) and targeting and personalization (32%), whereas agency respondents, on the other hand, put multichannel campaign management first (35%), ahead of content marketing (35%) and social media engagement (34%).

In the world of B2B, content is king.

It is interesting to see content marketing is chosen as the most exciting digital opportunity B2B marketers (24%), compared with just 11% of B2C marketers.

For B2C companies mobile (22%) and customer experience (21%) are seen as the most exciting business opportunities in 2014.

Furthermore, research provides some insights on digital marketing priorities broken out by B2B and B2B focus.

Targeting and personalization’ (34%) is seen by B2C respondents as the top digital-related priority for the year ahead, followed by conversion rate optimization (33%) and then social media engagement (32&), whereas B2B marketers are more likely to emphasize content marketing (44%) as one of their top three priorities, followed by social media engagement (26%) and content optimization (26%).

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