by Brian Oliver
A growing emphasis on channelling resources into content marketing is the single most significant digital trend in 2013, according to a new report produced by Econsultancy and Adobe.
Based on a survey of some 700 business respondents from Europe and North America, the Quarterly Intelligence Briefing: Digital Trends for 2013 report found that content marketing is regarded as this year’s top priority by 39% of respondents (compared with 29% in 2012).
At the same time, marketers’ excitement about social media appears to be waning a little. The report found that social media engagement is lower down the list of priorities than a year ago, as observed by both client-side and agency respondents.
Only 35% of respondents thought social media presented one of the most exciting digital-related opportunities in 2013, compared with 54% who saw it as the biggest opportunity last year.
Mobile optimisation is seen as the ‘big thing’ for 2013 by 43% of respondents, while 35% cited “targeting and personalisation”.
Social media analytics was named as important by only 9% of marketers (compared with 19% in 2012).
Neil Morgan, senior director, EMEA Marketing at Adobe Marketing Cloud, says: “The report is aimed at shining a torch on some of the trends which will have the biggest impact on the way we work as marketers over the next 12 months and beyond.
“It is our first opportunity to compare with the same report a year earlier, and it’s great to see that many of the trends which surfaced have increased in their significance to marketers, notably content, conversion, mobile and social.”
The Quarterly Intelligence Briefing: Digital Trends for 2013 report can be purchased HERE for £250 (excluding VAT).
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About the author:
Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications.
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