With the digital landscape changing quickly, marketers are understandably left uncertain about where to place their resources in the near future.
If there’s one truism in marketing, it’s that things are always changing. And digital technologies have no doubt accelerated that pace. A September 2013 survey of US marketers from Adobe found that identifying the most important marketing issues coming over the horizon was a significant challenge for many of these professionals.
In fact, there was no clear consensus among respondents about which marketing area would be the most important in the next three years. A similar number—between 10% and 13%—of respondents named social media marketing, personalization and targeting, creativity and innovation in marketing programs, digital advertising, and cross-channel marketing as important areas on which to focus their upcoming marketing efforts. There did, however, seem to be more agreement on areas of decreasing importance: Very few respondents named events and public relations as having major significance in the near future.