At times this year, the Adobe Digital Index team sits back in our chair exclaiming, “wow, is that really correct?” Via the 20+ reports released, we covered nearly every digital marketing angle from mobile to social and ecommerce to media. With the benefit of this broad, analytical perspective gained by crunching trillions of visits and billions of transaction we uncovered some big gaps that marketers will need to step into next year. Since we’re all taking stock of 2013 this last article of the year issues a challenge to marketers to take hold of at least one of these resolutions and really drive some progress in 2014. Online marketing is our profession too, so whatever progress you make reflects back on us all. Let’s step it up!
#1: Produce more video content
Online video consumption up 30% YoY
Content marketing is proving to be your best friend but too much of it is still in text-heavy formats. Our video benchmark report points out that videos are still WAY under-utilized and is much more engaging. Consumers are turning to online video content in droves. Take advantage of the opportunity by creating online video ads. Plan to repurpose them in your social media branded pages and Facebook’s new video ad format as well.
#2: Take better advantage of mobile capabilities
1 out of 4 dollars spent online this Black Friday came from a mobile device
We’ve reported on the growth in mobile traffic multiple times this year. Much of it is coming from tablets but smartphones are growing too. Beyond just reformatting for screen size and touch, marketers in travel, retail, and financial services need to consider how mobile devices will interact within their physical location. Do all your locations offer free Wi-Fi yet?
#3: Invest in social advertising
Facebook Ad ROI is up 58% YoY
Advertising on Facebook and Twitter was an unmitigated mess but it is getting better. Advertisers who are using technology to optimize display advertising are starting to get great results from social. The costs are still relatively low and the results are getting much better. At a minimum you need to test it out and start learning how to incorporate it into your media mix.
#4: Stop using so much Excel
$150 million in online sales 8-9 pm Eastern on Cyber Monday
Static weekly and stale dashboards are not going to cut it anymore. Marketers have to deliver results back to their organization nearly real time. With all due respect to your beautiful dashboard, throw them away. Implement anomaly detection and near real-time data visualizations to get a grip on everything. Our Cyber Monday tracking shows the importance an hour can make.
#5: Go guerilla with mobile and local advertising
Mobile viewing goes up 2x during large sporting events
2014 is going to be a sporting event bonanza. Between Super Bowl, Olympics, and World Cup, marketers will have more chances than ever to spend gobs of money on TV. Mobile viewing goes way up during these large sporting events and local media is on the rise overall. Perform an end-around by going local and mobile instead!
This article was produced by Adobe and not by the Quartz editorial staff.