What are marketers most excited about this year? That was one question posed by Econsultancy and Adobe in their latest quarterly intelligence briefing. That it depends on who’s asked. While a surprising area topped the list for in-house marketers, the responses differed significantly when respondents were split into various groups.
According to the global survey, company respondents are most excited about customer experience (20%), beating out other topics such as mobile (18%) and content marketing (15%). Even personalization, social media and big data couldn’t hold a candle to CX, each picking up just 10% share of respondents.
It was a slightly different story among agency respondents, who tabbed the same top 3 opportunities, but in a different order. For agencies, mobile presents the most exciting opportunity of the year for a leading 21%, ahead of customer experience (17%) and content marketing (13%).
The differences are even more interesting when comparing B2C and B2B marketers. Content marketing shot to the clear lead among B2B marketers, among whom 24% named it their single most exciting opportunity. Customer experience (15%) was a relatively distant second, followed by multichannel campaign management (11%) and mobile (10%). For B2C respondents, mobile (22%) edged customer experience (21%) as the most exciting opportunity; only 11% are most excited about content marketing, on par with personalization.
The study also contains some intriguing results concerning what company marketers believe the most exciting opportunities will be in 5 years’ time. Notably, CX retains its position at the top of the list, with 20% share of respondents again saying it will be the most exciting opportunity. Next up, 17% believe that multichannel campaign management will be the most exciting area (as opposed to 10% today), while 15% feel that way about personalization (compared to 10% today).
While there’s tons of buzz about content marketing, social, and mobile, company marketers believe that the excitement surrounding those areas will die down over the next few years. A comparatively small 11% (versus 18% today) feel that mobile will be the area of most opportunity in five years; just 7% share that sentiment about content marketing (compared to 15% today) and 5% about social media (versus 10% today).
How about marketers’ top digital priorities? The study provided respondents with a list of 13 digital-related areas, asking them to name their top 3 priorities this year. The responses indicate that while some areas aren’t considered the most exciting now or in the future, they are top priorities. The top 3 for each group were:
• Content marketing (36%);
• Social media engagement (36%); and
• Targeting and personalization (32%).
• Multichannel campaign management (35%);
• Content marketing (35%); and
• Social media engagement (34%).
• Content marketing (44%);
• Content optimization (26%); and
• Social media engagement (26%).
• Targeting and personalization (34%);
• Conversion rate optimization (33%); and
• Social media engagement (32%).
About the Data: The results are based on a survey of more than 2,500 marketers and internet professionals carried out at the end of 2013. 37% are based in the UK and one-quarter elsewhere in Europe. 46% of company respondents and 28% of agency respondents are exclusively focused on B2C marketing; the corresponding figures for B2B marketing were 29% and 33%, respectively.-MarketingCharts