What do marketers see as the most exciting opportunity in 2015? With all the buzz about the importance of content and mobile marketing these days, the answer is somewhat surprising. According to the latest report by Econsultancy and Adobe, customer experience is the highest priority for the more than 6,000 marketing, digital and e-commerce professionals from around the globe who participated in the survey.

Respondents were asked which of 10 options they deemed most exciting. The results are as follows:

  • 22 percent – customer experience
  • 15 percent – content marketing
  • 13 percent – mobile
  • 11 percent – personalization
  • 11 percent – big data
  • 7 percent – social
  • 7 percent – multichannel campaign management
  • 6 percent – marketing automation
  • 5 percent – video
  • 3 percent – location-based services

The study also examined how respondents’ predictions for 2014 actually panned out. Respondents were asked which area actually became their biggest opportunity last year. Customer experience and content marketing were tied at 17 percent with social coming in at 16 percent.

So, what do these marketers see as the most exciting opportunity over the course of the next five years? Survey results show that 20 percent expect customer experience to remain their top priority whereas only 8 percent believe their focus will be content marketing and mobile.

Read more about the report.


MarketingCharts Staff. “Marketers’ ‘Most Exciting Opportunity in 2015’ Is…” marketingcharts.com. 2/3/2015.