Quarterly Digital Intelligence Briefing: Digital Trends for 2012

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

Econsultancy's fourth Quarterly Digital Intelligence Briefing, produced in partnership with Adobe, aims to distil a plethora of data and discussion points into some key digital trends, challenges and opportunities which businesses should be paying close attention to during 2012. The report is based on a survey of around 600 business respondents predominantly in the United States and Europe.

The following sections are featured in the report:

• Introduction – Identifying marketing priorities and trends for 2012
• Should social be the top priority?
• The new world of marketing needs techies and mathematicians
• Online and offline – a two-way path to optimisation
• Why not make conversion rate optimisation a priority?
• Growing need for real-time response
• The right mix – experimentation versus the tried-and-tested
• Mobile optimisation no longer a 'nice to have'

Findings include:

• Social programmes have proliferated, but many have so far failed to produce the revenue to support them.
• A lack of technical skills within marketing departments is regarded as a 'key challenge' for 29% of businesses and something which is 'on the radar' for a further 49%.
• Mobile optimisation is the fifth most frequently cited priority for client-side respondents, after social media engagement, content optimisation, conversion rate optimisation and viral marketing.

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