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.
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
of computers.1
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.
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.
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
right choice.
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.
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.
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.
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.
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 your peers' biggest priorities, most important KPIs, and marketing spending for mobile devices and experiences.
WHY SHOULD THE TARGET AUDIENCE CARE?
Between September and October 2017, Adobe surveyed close to 500 marketers and IT professionals to explore current mobile trends and priorities, get a glimpse of where they're going with their mobile efforts, and learn what the most advanced organizations are doing to create the next wave of transformative mobile experiences. Read our findings and see how mature your mobile strategies are in comparison to your peers'.
Adobe sits at the nexus of content, media, and marketing.
Adobe provides an EMSS offering spanning marketing, advertising, analytics, and content management capabilities. Of the vendors included this study, Adobe maintains the highest degree of overall strategic focus on marketing and consumer engagement. Adobe is investing heavily in its platform’s core services to unify data, content, and shared functionality across products. Adobe stands out for its digital intelligence, content handling, and aggressive rollout of AI features. Reference clients praise Adobe for their application usability and account management.
Download our new white paper, Retail Stores of the Future, to learn how you can bring the best of online shopping to brick-and-mortar stores. You’ll see how new digital marketing technologies and strategies can be applied to in-store interactions—so you can create immersive experiences everywhere your customers go.
Read the white paper now to discover:
• How retailers are blending innovative technologies with traditional shopping
• Four key approaches they’re using to build Stores of the Future
• The interactive tools they’re employing to enrich in-store experiences
2017 Trends in Financial Services and Insurance: Customer is Priority
The FSI sector is progressing with a digital, data-driven, marketing mentality, all centered around prioritizing customer experience and taking a more personal approach.
The 2017 Digital Trends in Financial Services and Insurance compiles the information shared by over 800 FSI respondents to see what opportunities and obstacles are shaping the future of FSI.
Read this report and find out:
How data and personalization drive digital transformation
How fintech is leading the FSI chase
Tips to help future-proof your FSI business
Adobe article that condenses/highlights key findings from the Econsultancy Digital Marketing in the Financial Services and Insurance
Sector 2017 Study, an in-depth, 5000+ word report covering FSI executives’ opinions on:
– General trends in retail banking, investment banking, and insurance
– Internal structures their companies are using to execute digital transformation
– The biggest threats/disruptions in the industry
– The biggest priorities in 2017 (leaders are focusing on both customer retention and customer acquisition, mainstream is focusing just
on customer retention)
– Main sources of sales and leads (digital + mobile are steadily increasing sources)
– Digital marketing budgets & investment areas (leaders are investing more in digital marketing automation and analytics)
– Use of the cloud and AI to automate analysis and marketing
– The importance of multichannel personalization
– Innovation in the types/formats of products/services provided (leaders are focusing on i
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
Mobile capabilities have grown up. Strategies should, too.
Over the last ten years, smartphone usage among adults has grown to 95 percent. Surprisingly, 90 percent of marketers say they’ve only had a mobile strategy for five years or less. Read The Next Mobile Decade: Adobe 2018 Mobile Maturity Study, and learn:
- How 500 marketing and IT professionals tackled mobile marketing last year
- Which mobile strategies the most advanced organizations put into practice
- What you can do to make your brand a mobile leader in the next decade
Fill out the form to get the report.
See what they’re doing. Adjust what you’re doing.
The companies that are succeeding today are the ones that go beyond their products and services and created 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
When Adobe leads, better customer experiences follow.
According to the Forrester Wave™, we stand out for our digital intelligence and aggressive rollout of AI features. The end goal is to provide you with the tools for better customer insight and engagement. Read more in The Forrester Wave™: Enterprise Marketing Software Suites (EMSS) Q1 2018 report.
