Online and offline cross-pollination on marketer's to-do list for 2012
This week we launched Econsultancy's fourth quarterly intelligence briefing, produced in partnership with Adobe, which highlights developing trends within digital marketing.
Social engagement was found to be the top priority for the next year, alongside content strategy and mobile optimisation. With our annual state of social study showing in December 2011 that 64% of businesses have matured beyond basic use of social media, that desire for a deeper connection was no surprise.
One area that the briefing did happily highlight however is the the growing importance of connection between digital activity and offline marketing. Though integration is often on the lips of marketers from all walks, actually connecting the two in reality is still an arduous task.Social media engagement is 'the top priority for digital marketers'
New research about digital marketing trends published today shows that social media engagement is rated as both the top priority and most exciting opportunity for companies this year.
But while the fourth Quarterly Digital Intelligence Briefing, published by Econsultancy in association with Adobe, shows a huge appetite for social media programmes, there is a worrying lack of commitment to investment in associated analytics and measurement.
Social media failure: examples from the travel industry
The travel industry using social media as a marketing channel makes complete sense and for the most part, travel organisations can be commended on their social media activity.
However, in lieu of the Econsultancy/Turkish Airlines Social Media and the Travel Sector Trends briefing, it seems that sometimes things can turn sour. Here are a few examples...
