Blog Post:In the past few years, the marketing industry has morphed into a digital steam engine, charging marketers through uncharted territories across social media, web content, media optimization and more. But marketers haven’t felt comfortable with this powerful innovation. How would it be controlled? How would its effectiveness be measured? What type of people should be at the wheel? According to a recent Adobe survey of marketers, 76% feel the industry has changed more in the past two years than in the previous 5, and fewer than half of marketers today feel highly proficient in digital. This type of performance anxiety has built a digital marketing industry that is ravenous for data—any key leanings that will help pave the way on this digital marketing journey. Recently Adobe, in partnership with Econsultancy, kicked off a global survey of more than 2,500 marketers and Internet professionals, in hopes of better understanding what companies and agencies alike are prioritising in 2014. The result? Sixty pages of valuable input from the coal-face of marketing and ecommerce highlighting key trends, challenges and opportunities in digital marketing today—covering topics ranging from customer experience and mobile to cross-channel marketing and email optimization. Here’s a sneak peek at the meat inside this report: [caption id="attachment_6912" align="alignleft" width="550"]Figure 1: In what areas will digital marketers experiment most heavily in the coming year? Figure 1: In what areas will digital marketers experiment most heavily in the coming year?[/caption] May this full report help enable us all to better understand the mindset, needs and concerns of today’s digital marketing professionals—so that the technology, process and people will continue to evolve. I look forward to continuing this discussion with all of you during 2014. We’re on this digital marketing journey together—let’s never stop finding new ways to improve. Download the full 2014 Digital Trends report from Econsultancy and Adobe here, and check out the report infographic of key findings. @mrzablan   Author: Date Created:28 January 2014 Date Published: Headline:Straight from the Source: 2014 Digital Marketing Trends as Told by Marketers Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2014/01/Adobe_Blog-Header-images_1640x920_32.jpg

In the past few years, the mar­ket­ing indus­try has mor­phed into a dig­i­tal steam engine, charg­ing mar­keters through uncharted ter­ri­to­ries across social media, web con­tent, media opti­miza­tion and more.

But mar­keters haven’t felt com­fort­able with this pow­er­ful inno­va­tion. How would it be con­trolled? How would its effec­tive­ness be mea­sured? What type of peo­ple should be at the wheel? Accord­ing to a recent Adobe sur­vey of mar­keters, 76% feel the indus­try has changed more in the past two years than in the pre­vi­ous 5, and fewer than half of mar­keters today feel highly pro­fi­cient in digital.

This type of per­for­mance anx­i­ety has built a dig­i­tal mar­ket­ing indus­try that is rav­en­ous for data—any key lean­ings that will help pave the way on this dig­i­tal mar­ket­ing journey.

Recently Adobe, in part­ner­ship with Econ­sul­tancy, kicked off a global sur­vey of more than 2,500 mar­keters and Inter­net pro­fes­sion­als, in hopes of bet­ter under­stand­ing what com­pa­nies and agen­cies alike are pri­ori­tis­ing in 2014.

The result? Sixty pages of valu­able input from the coal-face of mar­ket­ing and ecom­merce high­light­ing key trends, chal­lenges and oppor­tu­ni­ties in dig­i­tal mar­ket­ing today—covering top­ics rang­ing from cus­tomer expe­ri­ence and mobile to cross-channel mar­ket­ing and email optimization.

Here’s a sneak peek at the meat inside this report:

  • Cus­tomer expe­ri­ence is the sin­gle most excit­ing oppor­tu­nity for in-house mar­keters in 2014, above mobile and con­tent marketing.
  • In the world of B2B, con­tent mar­ket­ing is king. For B2C mar­keters, how­ever, mobile sits in at the top of the pri­or­ity pile.
  • 2014 is a year of exper­i­men­ta­tion and agility. Does your com­pany cul­ture instill a fear of fail­ure? The inabil­ity to test, learn, and rejig­ger an approach is hold­ing many com­pa­nies back from dig­i­tal success.
Figure 1: In what areas will digital marketers experiment most heavily in the coming year?

Fig­ure 1: In what areas will dig­i­tal mar­keters exper­i­ment most heav­ily in the com­ing year?

  • Con­sumer expec­ta­tions out­pace cor­po­rate inno­va­tions. There is no doubt about it—consumers are in con­trol. And aside from grab­bing con­sumer atten­tion, cus­tomer stick­i­ness has become increas­ingly dif­fi­cult as per­son­al­ized offers and infor­ma­tion from other brands increases at a stag­ger­ing rate.
  • Evolv­ing role for email as mar­keters seek to engage with mil­len­ni­als. Over 90% of busi­nesses use email as a cheap and pow­er­ful way of both broad­cast­ing news and pro­vid­ing per­sonal, 1:1 com­mu­ni­ca­tion. How­ever the debate of emails effec­tive­ness in reach­ing a younger, social-minded audi­ence continues.
  • Tech­nol­ogy brings effi­ciency and imme­di­acy to dis­play adver­tis­ing in what has been a his­tor­i­cally chaotic land­scape for media buy­ing. And as the effi­ciency of tele­vi­sion adver­tis­ing dwin­dles, brands should be able to effec­tively cob­ble together large audi­ences com­prised of the right people—albeit from many dif­fer­ent sources.
  • Mar­keters fit for the future need to find the bal­ance between extremes. More so than ever, mar­ket­ing has become a com­bi­na­tion of art and science—and the need for left-brained engi­neers who will eat, sleep and breathe tech­nol­ogy into their mar­ket­ing teams is just as preva­lent as the call for cre­ative geniuses. Break­ing down organ­i­sa­tional silos and bal­anc­ing these two extremes con­tin­ues to be a challenge.
  • Com­pa­nies focus on har­mon­is­ing cross-channel mes­sag­ing and expe­ri­ence. As tech­nol­ogy evolves so too do mar­ket­ing channels—consider Vine, Pin­ter­est, Insta­gram, Tum­blr and other chan­nels that have surged into pop­u­lar­ity. Man­ag­ing these mul­ti­ple chan­nels with con­sis­tency has become an increas­ingly cru­cial dis­ci­pline for marketers.
  • Mobile has won—the time for pro­cras­ti­na­tion is over. There couldn’t be a safer bet than to pre­dict that mobile will con­tinue to grow in sig­nif­i­cance for busi­nesses, as more cus­tomers adopt tablets, smart­phones and wear­able tech­nol­ogy. 2014 will con­tinue to see busi­nesses work harder to improve the mobile expe­ri­ence, and to under­stand what mobile means for their customers.
  • Con­tent, mobile and social will become busi­ness as usual. While the vast major­ity of mar­keters under­stand that improv­ing the cus­tomer expe­ri­ence must be one of the sole focuses of dig­i­tal mar­ket­ing, most com­pa­nies are still gath­er­ing the right tools for their tool­box in order to cre­ate such expe­ri­ences. But as mar­ket­ing tech­nol­ogy moves into a more inte­grated set of solu­tions, these func­tions should bring greater value in the year to come.

May this full report help enable us all to bet­ter under­stand the mind­set, needs and con­cerns of today’s dig­i­tal mar­ket­ing professionals—so that the tech­nol­ogy, process and peo­ple will con­tinue to evolve. I look for­ward to con­tin­u­ing this dis­cus­sion with all of you dur­ing 2014. We’re on this dig­i­tal mar­ket­ing jour­ney together—let’s never stop find­ing new ways to improve.

Down­load the full 2014 Dig­i­tal Trends report from Econ­sul­tancy and Adobe here, and check out the report info­graphic of key findings.

@mrzablan