Adobe and Econsultancy released a report last week following a survey of more than 2,500 marketers. The survey covered “client-side” marketers from both the B2B and B2C worlds as well as from marketing agencies.
According to the report, Content Marketing is the top priority for 36% of marketers in 2014.
This is followed by social media, which was chosen by 36%, personalization (32%) and conversion optimization (31%) as key areas of focus for marketing in 2014.
Most Exciting Marketing Opportunity
Customer Experience is the most exciting opportunity for 20% of client-side marketers. This was followed by Mobile (18%), and Content Marketing (15%).
Multi-channel management, Personalization, Social Media and Big Data all tied for the 4th spot with 10% of all marketers looking to these approaches as exciting opportunities in marketing.
Agency folks see Mobile marketing (21%), followed by customer experience (20%) and Content Marketing (13%) as the most exciting opportunities in marketing.
Content Is King For B2B Marketing
However, when the report is broken down into just B2B and B2C marketers, some interesting trends emerge:
Content Marketing is seen as the most exciting opportunity of 2014 for B2B Marketers. 24% of B2B Marketers picked this as their top opportunity compares with only 11% of B2C marketers.
For B2B Marketing professionals, this was followed by Customer Experience (15%) Multi-channel optinmization (11%), Mobile (10%), Personalizaiton (9%), Social (9%) and Marketing Automation (9%).
I have covered most of these topics in a relatively consistent order with these results.
Clearly Content Marketing is an Imperative in 2014. If your company hasn’t already identified this as a key opportunity and priority for your marketing organization, you are missing the boat.
Additionally, marketing has to understand the shifts in how our customers are getting information to inform their purchase decisions.
Personalization is the secret ingredient in improving your customer’s experience with your brand. And this is going to be key to breaking through the noise of all the marketing messages and information choices available to today’s consumer.
And the impact of Big Data on Content Marketing is one of the biggest sub-themes to the discussion on content marketing best practices.
Finally, Video was one of the lowest ranked marketing priorities in the survey. But with as much as 80% of internet traffic in the next few years coming from video, I continue to believe that visual content will be a key differentiator in the brands implementing successful content marketing strategies.