February 4, 2013
According to survey results released by Aquent and the American Marketing Association, digital marketing channels, led by mobile, are expected to pave the way for marketers in 2013. The survey results are based off responses from 2,620 marketing professionals, from senior-level executives to entry-level marketers, across a variety of industries and organization sizes.
The data shows 82 percent of marketers expect their organization to increase focus on mobile strategies in 2013. Other channels expected to see some increased attention include social media (76 percent), marketing automation (75 percent), social networking sites (73 percent), search engine marketing (68 percent), and blogs (63 percent). As digital channels expand, the results also show the demise of some traditional marketing tactics.
A quote from Steve Olenski in a Forbes post describes mobile’s importance to marketers in 2013: “The point is that marketers can obviously see the massive shift into mobile marketing and mobile advertising. There is most assuredly a tremendous opportunity to set yourself apart from your competition by taking full advantage of the fact that more and more consumers are going mobile. And isn’t that Marketing 101? Be where your customers are. Get your message in front of the right people at the right time on the right platforms?”
Digital marketing channels are expected to receive increased attention in 2013 as more and more consumers shift their focus to digital. Mobile is expected to lead the way in 2013, but marketing automation platforms will follow closely behind as more and more data becomes available.