According to “The Adobe Scene7 2011 Survey: Digital Marketing in the Next Decade” report, interactive catalogs was number one both online and for mobile and it came in number 4 on the list of “very effective” digital marketing tactics.
Looking at the “deployed” side of the chart, there really are no surprises. Website analytics is something we’ve been doing since the internet began. Social media and blogging can both be done with no budget and just a little time. (I’m not saying done right, I’m just saying done.) When you move to the “planned” side, thing get more technical. Your average small business owner can put up a Facebook page, but building an interactive catalog or an app is probably not in their skill set. That means hiring out and that means money.
Adobe says this is the first year that mobile cracked the top ranks for planned deployment, despite the fact that it got the lowest score for “positive impact on conversion.” From that, it sounds like mobile is following in the footsteps of social media. Business aren’t sold on the concept, but everyone else is doing it, so they have to do it, too.
One of the other inconsistencies Adobe found was that a large portion of respondents put their faith in personalization, but few were actually implementing the strategy. This is likely due to a lack of knowledge or the tools to make this happen.
If you’d like to know more about the future of digital marketing, you can download the report for free from Adobe.