Welcome to the 2017 Digital Marketing Study. Between March and April 2017, we
reached out to 1,165 digital marketers in enterprise companies in the United States,
Canada, the United Kingdom, France, and Germany, with an average company size
of more than 7,000 employees. We’ve also gathered information and insights from
leaders in several industries regarding their specific challenges, priorities, and tactics.
In this report, we use this data to help companies at all levels of maturity successfully
transform into an experience business. We hope you find it valuable.
Discover how data management
platforms can enable marketers
to tackle growing data challenges,
create powerful customer insights,
and set up marketing campaigns
that will increase revenues and
significantly decrease wasted effort.
Yet again we have been blown away by the response to
our Digital Trends survey, with almost 13,000 marketers
taking part globally. This year’s report, now in its eighth year,
gives an annual view of the ‘state of the nation’ of digital,
alongside data showing what distinguishes outperforming
companies from their peers.
For everyone who grew up with Disney movies, the song “When You
Wish Upon A Star” triggers an immediate emotional response. The strings,
brass, woodwinds, and percussion come together and stir memories and
longings. Today, the multibillion-dollar Disney brand harnesses a new kind of
orchestration to win customers’ hearts—and it’s something that all of us as
marketers can learn from.
At 12:33 EDT on May 3, 1978, Gary Thuerk sent an
email that later earned him the title “Father of Spam”
(although understandably, he prefers to be called the
“Father of E-marketing”). Thuerk, then a marketing
manager for computer company Digital Equipment
Corporation, sent a mass email inviting recipients to
one of two West Coast product demos for a new line
If you’re wondering whether you should really prioritize email
in your marketing—especially when new channels continually
emerge—consider this: 91 percent of marketing executives agree
that email is their most effective channel.1
Clearly, email isn’t just
here to stay, it’s the mainstay. And with the ability to personalize
and contextualize messages, upgrade mobile campaigns, and
better understand customer needs, email marketing has evolved
into a stronger and smarter version of its former self.
In our 26-criteria evaluation of digital intelligence
(DI) platform providers, we identified the 10 most
significant ones — Adobe, Cxense, Evergage,
Google, IBM, Localytics, Mixpanel, Optimizely,
SAS, and Webtrekk — and researched, analyzed,
and scored them. This report shows how each
provider measures up and helps customer
insights (CI) professionals make the right choice
Marketing leaders are asking their analytics teams to provide better insights
into customers, prospects and journeys, and a more accurate assessment
of the impact of marketing tactics. Use this research to find a digital
marketing analytics tool to support your needs.
On the surface, the connection between fractals and
programmatic advertising isn’t obvious, but right
down to the melding of art and math, programmatic
advertising has a lot in common with this
unconventional geometry. And those similarities pave
the way for some serious implications for the way you
approach creative assets.
In our 35-criteria evaluation of data management
platforms (DMPs), we identified the 11 most
significant ones — The ADEX, Adform, Adobe,
KBM Group, Lotame, MediaMath, Neustar,
Nielsen, Oracle, Salesforce, and Turn — and
researched, analyzed, and scored them. This
report shows how each provider measures up
and helps B2C marketing professionals make the
In our 36-criteria evaluation of omnichannel
demand-side platform (DSP) providers, we
identified the 11 most significant ones — Adform,
Adobe, AOL, AppNexus, DataXu, Google,
MediaMath, Rocket Fuel, The Trade Desk,
Turn, and Viant — and researched, analyzed,
and scored them. This report shows how each
provider measures up and helps marketing
professionals make the right choice.
Ten years ago, the iPhone came into our lives and our world was utterly transformed. Since then, mobile devices have changed the way we communicate, take photos, find our way, even find our soul mates. With the advent of new technologies like artificial intelligence and virtual reality, the next decade promises to be even more transformative.
Just off the coast of Grenada, West Indies, in the
depths of Molinere Bay, marine life thrives amid an eerie
art installation of lifelike mixed-media figures. Sculptor
and conservationist Jason deCaires Taylor is the visionary
behind this first-ever underwater sculpture gallery. Created
as more than a unique place to showcase his talents, his art
allows people, marine life, and fragile underwater habitats
to coexist in harmony.
Marketing leaders rely on analytics teams to deliver better measurement,
insights and optimization. Use this research to evaluate your organization's
current analytics tools and identify new solutions aligned to your goals.
Marketing is moving toward a new kind of
success, one that depends on truly knowing
the customer. Throughout the industry, this
focus is proving to be the path to better
customer relationships and business growth.
It’s iconic. Concrete sails riding gentle waves. A million
subtly textured tiles reflecting “the mood of the
The Sydney Opera House is recognizable by
nearly everyone, a structure so loved and venerated it
stands “alongside the Taj Mahal, the Acropolis, and the
Great Pyramids” as a World Heritage site, “a cultural site
having outstanding universal value.
According to a recent study, “76 percent of marketers said marketing had changed
more in the last two years than in the previous fifty.”1
From apps like Uber and
Airbnb that reengineer entire markets to mobile, omnichannel commerce, virtual
reality, and the Internet of Things, marketing is being built anew.
Imagine a young, urban couple with their third baby on the way. They’re ready to make the oft-dreaded leap to a minivan, and it’s time to decide on a brand and a model. While dad checks safety ratings and online reviews, mom calls her friends to ask how they like their own vans. Together, they review and compare features on the manufacturer’s website and later “build” their dream minivan, choosing colors, fabrics, floor mats, and other accessories—all without leaving their living room. Perfect car in hand and confident that they’ve chosen the best one for their needs, they arrive at the dealership and walk onto the showroom floor, ready to finally meet their salesperson.
Vendors from advertising, marketing automation and analytics are racing to
deliver personalized digital marketing at scale. Marketing leaders need a
system that can integrate and coordinate data and activities across
channels, devices and contexts, continuously and in real time.
Web content management now constitutes mission-critical software to help
drive successful communications with customers. Application leaders
focused on enabling effective digital experiences should use this document
to help them in selecting the most appropriate vendor and solution.
The companies that are succeeding today are the ones that go beyond their products and services and create exceptional experiences. We surveyed industry leaders around the world to discover the top digital marketing trends and priorities. We’re sharing the results of the 2017 Digital Marketing Study in Running on Experience.
Read the report to learn:
• What strategies and approaches set leaders apart from the rest
• Where companies in your industry are investing
• The four steps for digital transformation
Discover how data management platforms can enable marketers to tackle growing data challenges, create powerful
customer insights, and set up marketing campaigns that will increase revenues and significantly decrease wasted effort.
There’s no doubt in the trends. Focusing on the customer experience is at the top of the priority list for most companies. Personalization plays a key role as top organizations strive to make experiences as compelling as possible with the integration of artificial intelligence and cloud-based technology. To understand and prioritize what your next big moves should be, read The Econsultancy 2018 Digital Trends report.
Here’s what’s top of mind for the majority of your peers:
• Increasing digital marketing activities and budgets
• Investing in well-designed user journeys that facilitate clear communication
• Valuing creativity and design to differentiate their brands
• Combining digital skills with technology to improve customer experience
See the 2017 retail holiday recap for learnings you can use while planning for Holiday 2018.
Why the target audience should care: Get the trends from last year’s holiday season so you can predict your results this year. Find out why Black Friday online sales are expected to surpass Cyber Monday’s, why bigger retailers are stealing online share from smaller retailers, and why search advertising and mobile optimization should be your top priorities this season.