First Quarterly Digital Intelligence Briefing

This report is part of the Quarterly Digital Intelligence Briefing bundle.

Econsultancy's first Quarterly Digital Intelligence Briefing, sponsored by Adobe, looks at some of the most important trends affecting the marketing landscape in 2011. The research is based on a survey of more than 900 business respondents predominantly in Europe and the United States.  

The following trends are featured in the report:

• Content marketing needs a mobile makeover.
• Mobile measurement missing the mark. 
• Is digital ready to compete with traditional TV advertising?
• Social is about engagement and branding, but most don't measure either.
• Earned media and content marketing take centre stage.
• F-commerce under the retailer radar (for now).
• A long way from fully activating social as a sales and service channel. 

Respondents were asked about the perceived impact that a number of trends are having on their own (or their clients') businesses, and more specifically about mobile and social media measurement. 

Findings include:

• Only a minority of companies are measuring important areas relating to mobile, including type of devices used by website visitors and value of traffic.
• The vast majority of respondents believe that brands must 'participate in an ongoing conversation with customers', but only 39% believe that their brands are 'defined by their customers conversing online'.
• Value of traffic is seen as the most important social media metric but only a fifth of companies are measuring this.

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