The new Adobe 2012 Digital Marketing Optimization Survey (download here: registration information required) is a treasure chest overflowing with valuable information gleaned from 1,700 marketers around the world. How valuable? Let’s just say If Captain Jack Sparrow were an online marketer instead of a sometimes-successful pirate, he be all over these nuggets of data.
The respondents work in business-to-business and business-to-consumer companies spanning a wide range of economic sectors, and their answers provide a glimpse into what they hope to accomplish over the next 12 months in their digital marketing efforts – specifically, how they plan to get more efficient with those efforts, and what activities they will be focusing on to create greater customer engagement.
The survey highlights:
- Optimize, optimize, optimize: a whopping 79 percent of respondents say they do little to no optimization that would help customers find the content they’re looking for on business websites/social media platforms. That’s why 68 percent say they’ll be using more website analytics and 56 percent plan on more social media analytics. This will help address business owners’ concerns about what bang they are getting for their social media bucks, and will help marketing professionals zero in on the best tactics that will help transform visitors into paying customers.
- 61 percent plan to get deeper into video marketing. “Product or service demos, interactive promotional videos, educational videos, and entertaining user-generated videos elevate an online experience to new levels of engagements and conversions,” says the survey summary. The report also acknowledges that most videos will also be distributed across a business’ social media networks and will likely impact search results. And Adobe points to a recent comScore finding that a mix of professionally-produced videos and user-generated content can be a potent combination for generating leads and online conversations.
- Mobile marketing: 42 percent hope to make their websites optimized for smartphone and tablet computer surfing, and 34 percent will investigate using mobile applications. The survey admits that these tactics and strategies are still in their infancy and are not yet matching the rapid adoption rates for these devices.
We advice business owners and those who do the marketing for them to check out the 2012 Adobe Digital Marketing survey and find out which trends and findings can fit into their budgets. If content continues to be king when it comes to digital and social media marketing, then it’s up to business and brands to find out how they can reap the royal benefits.
What do you think about these findings? Are you planning to spend more time/money on video and analytics? Please tell us your thoughts in our Comments section below.