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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 the United States and Europe.  

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 center 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 (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.

Download a copy of the report to learn more. 

free sample is available for those who want more detail about what is in the report.

Downloads

  • Pdf SAMPLE: Quarterly Digital Intelligence Briefing: Q2 2011 (402 KB PDF)
  • Pdf Disabled Quarterly Digital Intelligence Briefing: Q2 2011 (743 KB PDF)
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