Which is the most exciting digital opportunity for marketers? A new research has tried to answer this question. Apparently, the answer depends greatly on the type of marketer.
The study, which was conducted by Adobe and Econsultancy, revealed that agency marketers find mobile to be the most thrilling opportunity in their work. Consumer-side marketers, on the other hand, are most excited by the opportunity digital technology offers them in improving consumer experience.
The study was conducted between December 2013 and January 2014 and it was based on the responses of more than 2,500 people. It concluded that client-side and agency marketers value consumer experience and tools like mobile technology in a different way. While agency respondents were more focused on the opportunity to use new digital technology in their marketing strategy, consumer-side respondents preferred to pay more attention to consumer experience.
Nevertheless, content marketing was equally important for all marketers. Most of them, have shared that they view it as one of the best opportunities that today’s technology offers. Second comes the multichannel campaign management. Surprisingly, widely discussed marketing strategies and tools like personalization and social media come third and fourth, respectively.
Still, the report explains that these trends tend to largely differ when they are brought down to B2C and B2B marketers. For example, almost 25% of all B2B respondents view content marketing as the most exciting digital opportunity. In contrast, this percentage drops to a little over 10% with B2C respondents. Similar is the case with marketing automation. Only 3% of B2C marketers see it as important, whereas 9% of their B2B colleagues value it highly.
Also, the study revealed marketers’ main digital priorities for 2014. Around 36% of consumer-side respondents stated that they plan to focus on content marketing. Agency marketers, however, placed multichannel campaign marketing above all (35%).
An interesting finding made by the research is that despite their different views on digital marketing, professionals in the sphere are predominantly confident in their skills. Nearly 80% of them have shared that they do no lack neither storytelling, nor creative skills.
