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Presented with a list of digital-related opportunities and asked to name the three most exciting for their organizations this year, 43% of digital marketers pointed to mobile optimization, according to a new Econsultancy study produced in association with Adobe.
Mobile optimization – which the report refers to in part as the need to make every digital experience work well on any device in any location – took top honors from last year’s leader, social media engagement, which tumbled from 54% to 35% of respondents.
Targeting and personalization, a new option this year, actually tied with social media engagement for second place on the list, with 35% seeing it as top-3 exciting digital opportunity this year.
While a couple of areas besides mobile optimization moved up the excitement scale among marketers this year – content marketing (30% vs. 18% in 2012) and marketing automation (23% vs. 11%) – several dropped off. Those include content optimization (27%, down from 37%), brand building/viral marketing (18% vs. 27%), video marketing (18% vs. 24%), and social media analytics (14% vs. 19%).