35% of respondents thought social media presented one of the most exciting digital opportunities in 2013, a significant drop from the 54% who said the same in 2012.
Content marketing has climbed to the top of the list of importance in terms of emerging digital trends, named as a top priority for 2013 by 39% of respondents.
Almost all B2B companies suffer from contact databases that are “unreliable” (64%) or “questionable” (34%).
Mobile outpaced other hot trends such as social media (13%), digital (12%), free information/free content (6%), and big data (4%).
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.
A good portion of respondents were spending more than 5% of their total marketing budget on Big Data tools and initiatives; 36% spent 5% or less.
83% of marketers said the move toward more audience-based buying was a significant factor contributing to their interest in Data Management Platforms.
In November, 40% of marketers worldwide were turning to DMPs to help them harness the vast amounts of marketing data.
85% of marketers are using list segmentation and targeting for their email campaigns.
Coming out on top as the most highly-valued feature is first-party data collection, rated highly valuable by 63% of respondents.