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2014
State of
Marketing
Insights from over 2,500
global marketers
2014 State of Marketing:
Executive Summary

The 2014 State of Marketing survey
asked marketers about their budgets, priorities,
channels, metrics, and strategies for 2014.
See a snapshot of key findings here.
2014 Priorities

47

% Driving increased
conversion rates
2014 Priorities

46

Increasing &
% improving brand
awareness
2014 Priorities

29

Collecting, measuring,
% & using behaviorbased data
98% of marketers plan to
increase or maintain their digital
spend in 2014.
Top 5 areas for increased digital spending:

61

%

Data &
Analytics
Top 5 areas for increased digital spending:

60

%

Marketing
Automation
Top 5 areas for increased digital spending:

58

%

Email
Marketing
Top 5 areas for increased digital spending:

57

%

Social Media
Marketing
Top 5 areas for increased digital spending:

57

%

Content
Management
65% of marketers said driving
subscriber engagement is their
primary lifecycle challenge.
68% of marketers
believe email is core
to their business
49% are sending
more than 500,000
emails annually
42% rarely/never
use responsive design
86% believe social
efforts will or do
provide ROI
57% have a dedicated
social team
46% of marketers
believe social is core
to their business
80% of marketers
using mobile believe
mobile efforts do or
will provide ROI
47% have an app
30% are using
location-based
functionality
Want more?
Download the full report at
exacttarget.com/stateofmarketing

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