The 2014 Digital Trends Briefing, produced by Econsultancy in partnership with Adobe, highlights the key digital trends, challenges and opportunities which marketers need to be aware of during 2014, covering topics ranging from customer experience and mobile to cross-channel marketing and email.
The report is based on a global survey of more than 2,500 marketers and internet professionals carried out at the end of 2013.
The following 10 key trends are featured in the report:
- Customer experience is the single most exciting opportunity for 2014
- In the world of B2B, content is king
- A year of experimentation and agility
- Consumer expectations outpace corporate innovations
- Evolving role for email as marketers seek to engage with millennials
- Technology brings efficiency and immediacy to display advertising
- Marketers fit for the future need to find the balance between extremes
- Companies focus on harmonising cross-channel messaging and experience
- Mobile has won… the time for procrastination is over
- Content, mobile and social will become business as usual
- A fifth (20%) of client-side survey respondents say that customer experience is the single most exciting opportunity for 2014, ahead of mobile (18%) and content marketing (15%).
- ‘Targeting and personalisation’ is seen by B2C respondents as the top digital-related priority for the year ahead, followed by conversion rate optimisation and then social media engagement.
- Almost two-thirds of company respondents (64%) have a strong appetite for digital experimentation (up by 3% compared to last year).
- 62% of company respondents now believe that ‘understanding how mobile users research and buy products’ is very important for their digital marketing over the next few years, up from 56% last year and 47% in 2012.
- Only 23% of company respondents believe they have the marketing technology they need to succeed.
- Just under a quarter of respondents (23%) indicate that their marketing teams lack creative and storytelling skills.
Econsultancy’s Quarterly Digital Intelligence Briefings, sponsored by Adobe, look at some of the most important trends affecting the marketing landscape.