Marketers Tab Mobile Optimization the Year’s Most Exciting Digital Opportunity

January 11, 2013

This article is included in these additional categories:

Analytics, Automated & MarTech | Brand Metrics | Data-driven | Digital | Mobile Phone | Personalization | Social Media

Econsultancy-Digital-Marketers-Exciting-Opportunities-for-2013-Jan2013Presented with a list of digital-related opportunities and asked to name the three most exciting for their organizations this year, 43% of digital marketers pointed to mobile optimization, according to [download page] a new Econsultancy study produced in association with Adobe. Mobile optimization – which the report refers to in part as the need to make every digital experience work well on any device in any location – took top honors from last year’s leader, social media engagement, which tumbled from 54% to 35% of respondents. 

Targeting and personalization, a new option this year, actually tied with social media engagement for second place on the list, with 35% seeing it as top-3 exciting digital opportunity this year. While a couple of areas besides mobile optimization moved up the excitement scale among marketers this year – content marketing (30% vs. 18% in 2012) and marketing automation (23% vs. 11%) – several dropped off. Those include content optimization (27%, down from 37%), brand building/viral marketing (18% vs. 27%), video marketing (18% vs. 24%), and social media analytics (14% vs. 19%).

For the most part, the areas that dropped off in terms of excitement are also being seen as lesser priorities this year. That list includes content optimization, brand building/viral marketing, video marketing, and social media analytics, each of which were less likely to be perceived as exciting or a priority this year. Interestingly, while twice as many respondents this year see marketing automation as an exciting area, the proportion who cited it as a top-3 priority this year actually decreased. Conversely, fewer find conversion rate optimization exciting, but more indicated it to be a top priority.

About the Data: The 8th Quarterly Digital Intelligence Briefing is based on an online survey of more than 700 client-side (53%) and agency (47%) respondents, carried out in October 2012. 60% are based in the UK, while 46% are B2C-focused, 32% B2B-focused, and the remainder equally focused on both.

Chart-Library-Ad-1

Explore More Articles.

Which Skills Are Important in RevOps?

Which Skills Are Important in RevOps?

9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This