There’s plenty of enthusiasm among US marketers for digital marketing tactics such as social and mobile, according to a recent study [PDF] from Adobe. But asked to choose which of 5 areas they felt will be most important to their company’s marketing moving forward, a plurality 33% of respondents chose personalization, significantly outpacing big data (22%), social (21%), real-time (14%) and, surprisingly, mobile (11%).
Although personalization was tops for marketers with both high and low digital spend, the order of importance of the other areas differed by digital spend.
For those with high digital spend (>25% of marketing budgets), mobile (14%) edged in front of real-time (12%) in importance. For those with low digital spend (<10% of marketing budgets), though, real-time was third-most important, ahead of big data (17%). Also of note, just 7% of those with low digital spend named mobile their most important area going forward. Read the rest at MarketingCharts.