Content marketing topped the digital priority list in 2013, according to Econsultancy’s annual survey. Yet just 64 per cent of marketers agree that content marketing is set to “become its own discipline”, while only 38 per cent of companies have a defined content marketing strategy in place. Just 34 per cent have dedicated budgets to it and only 46 per cent have dedicated staff for it, judging by the results of the Econsultancy/Outbrain Content Marketing Survey 2013.
Direct marketers start 2014 as they started 2013. They still face the challenge of how to segment and target, how to personalise and to optimise. They still need work out how to harness the dizzying panoply of data available. What will be new to some and an even bigger deal for others in 2014 is: “How do we avoid pissing people off?”