Digital marketing platform GumGum and Brand Innovators polled 246 U.S. digital marketers from diverse industries about the challenges their departments are facing. Nearly seven in 10 respondents said
innovation initiatives would influence staffing and organizational decisions over the next two years. Second, other changes included analytics and measurement (65%), mobile initiatives (64%), and
content marketing (64%). Some 84% of executives agreed that their company is looking for the next single "market-shifting innovation," according to Accenture research.
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