Content Marketing and E-Commerce Tops Digital Marketers Priority List for 2013

Posted on January 14th 2013

Content Marketing and E-Commerce Tops Digital Marketers Priority List for 2013

It would appear the content marketing bandwagon is still taking on fans as when asked to identify their biggest digital related priorities are for 2013, marketers selected content marketing - as well as conversion rate optimization (turning more web visitors into more web customers) - as their most pressing of needs.

The results are from a survey conducted by Econsultancy and in addition to the above results, also reveal some other telling figures.

You can see how content marketing and conversion rate optimization are at the head of the class. We all know that content marketing of course has become the new darling catchphrase of many marketers and rightly so. And mix in the fact that eCommerce sales in the U.S. are expected to reach $327 billion by 2016 according to Forrester and you can see why the need to convert so many website visitors to customers is so paramount.

But there are some other findings that as I mentioned, are telling.

First off, the fact that mobile optimization actually went down, albeit slightly, in terms of priorities. To be honest I find it more than disconcerting that the percentage is not significantly higher for mobile optimization or quite frankly, anything to do with mobile. Perhaps, as I wrote not long ago, mobile marketing  is indeed The Elephant In The Room For Marketers.

My colleague at ResponsysMichael Della Penna wrote in a recent piece for ClickZ that "There is little doubt that mobile marketing has become the dream channel for marketers." Well perhaps for other marketers it's more of a nightmare than a dream.

The next finding that caught my eye was the fact that brand building has decreased year-over-year from 2012 to 2013. Could this tie into my recent query Is Brand Loyalty Dying A Slow And Painful Death? Perhaps marketers realize that more and more consumers are mostly interested in cost and are forgoing brand loyalty?

The last of the findings from the above chart I want to make mention of is the low number associated with video marketing. Down nearly 50% from last year, I do not understand the apparent loss of interest or priority when it comes to video marketing. In fact the findings of the Econsultancy survey fly in the face of those I wrote about in When It Comes To Content Marketing, Seeing Is Believing where I made reference to another survey which revealed 95 percent of marketers believe visual content is very important for online marketing.

Actually I lied, there is one more finding that caught my eye and that is the what I consider to be dramatic decrease regarding social media analytics. Do you get the feeling that more and more marketers are throwing their collective hands up as if to say 'We give up. We have no idea how to measure social media?'

What's It All Mean?

Well not knowing exactly whom was surveyed - according the Econsultancy site it was "around 700 business respondents, mainly from Europe and North America" it's hard to draw a definitive conclusion.

Were the 700 respondents from B2C, B2B, or both?

I don't know but even without that knowledge I think you can still glean some high level conclusions, at least I think you can based on the findings of surveys I have seen and that is that a) content marketing remains very high on marketers' lists and b) mobile marketing - despite the fact that's a "dream channel" continues to confound and confuse many marketers.

Source: MarketingCharts.comEconsultancy

Named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review and a Top 50 Social Media Blogger by Kred, Steve Olenski is a senior content strategist at Responsys, a leading global provider of on-demand email and cross-channel marketing solutions. 

steve olenski

Steve Olenski

A regular contributor to Forbes, among other publications, Steve was named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review and a Top 50 Social Media Blogger by Kred. He is a also a member of the Editorial Board for the Journal of Digital & Social Media Marketing and co-author of the book StumbleUpon For Dummies. Follow him on Twitter@steveolenski or at the nearest coffee shop.The views expressed here are his own and do not necessarily reflect the views of Oracle Marketing Cloud.

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