Posted May 27, 2011 3:49 pm by with 3 comments

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Adobe asked nearly 2,000 digital marketers what was on their To Do list for the near future and interactive catalogs tied with iPhone apps for the number one spot.

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.

  • What jumps out at me is that iPhone and iPad are the chosen hardware of choice for mobile. People keep predicting Android surpassing iPhone, but will they really?

    • @Terry Marketers have chosen to go the iPad iPhone route first because they assume what you said which the most recent statistics don’t bear out as more Android devices are being sold and the market will be at least evenly split but likely more Android heavy very shortly. If marketers are not developing for both programs they are going to leave A LOT of money on the table.

  • Another item to consider is the eventual adoption of Windows Mobile; early estimates predict it will be the market leader by 2015.

    Deeper consideration should also be given to the behaviors of the consumers within each platform (Apple, Android & Windows) and how they respond to the functionality of the apps & their design. Different segments, different consumers, different results.

    Once these results are better understood, businesses will get smarter with regards to mobile conversion optimization.