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Customer experience, mobile and content marketing are among the three most important business opportunities in 2014, according to a new report from Econsultancy and Adobe.

One-fifth (20%) of client-side respondents said that the customer experience was the most exciting opportunity for their organisation, making it the most popular answer. Among agency respondents mobile came out on top (21%) for the same question.

Ultimately a good customer experience can only be achieved if all other outward-facing business functions are working together in a harmonious fashion, so all of the other areas covered as in the report are themselves key building blocks for a great customer experience.

Which one area is the single most exciting opportunity for your organisation (or for your client) in 2014?

The 2014 Digital Trends Report from Econsultancy and Adobe is based on a global survey of more than 2,500 marketers and internet professionals carried out at the end of 2013.

B2C vs. B2B priorities

The report also provides a breakdown of the perceived opportunities for B2C and B2B companies, revealing some interesting differences for marketing priorities in the year ahead.

For B2C companies mobile and customer experience are seen to be the most exciting business opportunities in 2014 (22% and 21% respectively), however among B2B respondents content marketing was the most popular answer (24%).

Which one area is the single most exciting opportunity for your organisation in 2014?

As more companies grasp the importance of high-quality and original content for their marketing, it will become even more important for both B2B and B2C organisations to offer a distinct and original voice in a world where more and more companies are competing for attention. 

A separate question included in the report shows that B2B marketers are also significantly more likely to identify content marketing as one of their top-three priorities for the year ahead (44% for B2B compared to 28% for B2C).

David Moth

Published 23 January, 2014 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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Comments (8)

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Jim Madaffer

Interesting findings David! But not very much surprised, customer experience was bound to become primary component of any business as this is the part which gets your repeat clientele and strong word of mouth.

Content marketing was little surprising, it merely goes on to indicate the importance of web marketing as the most important strategy to reach out to potential clients.

But what does mobile mean here, do you mean importance of mobile as a medium of web content delivery?

almost 3 years ago

David Moth

David Moth, Editor & Head of Social at EconsultancyStaff

@Jim, thanks for the comment. We deliberately kept the topics quite broad otherwise there would be too many answers for people to consider. As such, mobile could include anything related to that topic, including marketing, web design, mobile commerce, etc.

over 2 years ago

Pete Austin

Pete Austin, CINO at Fresh Relevance

I'm always happy when Big Data and Marketing automation are simply humming away in the background, earning money.

So I'm delighted that few people find them exciting.

over 2 years ago


Jon Pickles

I am surprised that video was not seen as more important - it will come! I believe that with wearable tech User Generated video will become more commonplace and important.

over 2 years ago

Liam McDowell

Liam McDowell, Commercial Director at MagenTys

I'm interested to hear what people class as Customer Experience in 2014. Over the past couple of years it seems the focus has been on innovation (video, social) and aesthetics, yet so many companies (even the big ones) fail on simple functionality across both web and mobile i.e. being able to buy a product

If more companies looked at pure functional, compatibility and regression testing (all automated) as a priority as opposed to general usability (colours, positioning etc.), analytics (heat-maps, funnels) and A/B testing then this would deliver a better digital experience.

over 2 years ago


Holger Maassen

To stay ahead in our fast changing business environment, organizations need agile business processes which allow adapting quickly to progressing and changing markets. And nowadays it’s less the question of mobile – it has to be available everywhere and by any device.
Perhaps this article might be interesting for one or two: http://ux4dotcom.blogspot.com/2013/10/growth-in-m-commerce-today.html

over 2 years ago



Check out these guys! I thing they are on the right path:

over 2 years ago


Suparna Rao

Big Data and mobile together have the potential to revolutionize the way businesses work.

Take customer data for example - Customer data businesses get through analyzing social media interactions, purchase patterns, sentiment analysis, location information, website visitor analysis etc is great. But if those insights are available real-time on a mobile dashboard to a decision-maker..when and where they need it, that would add impact....

over 2 years ago

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