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the
FUTUREOFDIGITALMARKETING
Aforecastofwhat’sshapingthe
digitalerawithinsightfrom marketing
executives.
The digital era has disrupted traditional marketing methods. In
orderformarketingleaderstostayrelevant,notonlydotheyneed
the right talent, but they need to be immersed in technologies
that will transform the way they engage with customers. Data
will be critical to informing those decisions and without that,
companies will be left behind.
what is the
DIGITALERA?
The Digital Era
The marketing industry has seen dramatic advancement
over the past 15 years, and has shifted from traditional
methods to embracing the digital movement. We’ve
changedhowweconsumeinformation,digestknowledge,
share thoughts, and design products, and as marketing
departments experience rapid structural development,
there will be a shift in how money is spent and resources
are allocated.
It’s critical to bridge the gap between technology and
marketing. The time is now for CMOs and CIOs to join
forces to work hand-in-hand, embracing development,
design, and creative services.
Big data will continue to influence how marketers reach
customers. The ability to analyze and interpret that data
willbethecoredriverinoptimizingcustomerengagement
across all channels.
With talent that’s both technical and creative, marketing
departments will be equipped to handle the future
demands.
The digital era requires marketing departments to be
forward thinking, to bend with the curve, and to welcome
and prepare for the demand. There’s an abundance of
information available and being able to stay on top of
current trends and market shifts is crucial.
We wanted to know - what does the future of digital
marketing look like? We developed a comprehensive
surveywithover200digitalmarketingexecutivesweighing
in to find out and this is what they said.
“The new digital era requires marketing departments to be forward thinking, to
bend with the curve, and to welcome and prepare for the demand.”
–Laura McGarrity | VP, Digital Marketing Strategy at Mondo
2 The Future of Digital Marketing
With hundreds of different ways to reach customers online, businesses are competing to stay relevant in a
complex and crowded environment. We surveyed 200+ digital marketing executives to hear their thoughts on
the future of digital marketing and how it’s evolving.
About the Survey
The Survey
Mondo developed a survey to learn
more about the future of digital
marketing. The survey addresses
the following objectives:
1.Projected digital marketing trends
in technology and tools
2. The future of digital marketing
spend and budgets
3.Future hiring trends
Respondents
The survey includes the insight of
200+ digital marketing decision
makers from management
to C-level executives. The
comprehensive results speak to
digital marketing departments
within a wide range of businesses,
from startups to Fortune 500
companies.
Methodology
Mondo asked over 30 comprehensive
questions to more than 200+ digital
marketing influencers and executives
that focused on these specific pain
points:
1.How is technology integrating itself
into marketing departments?
2.How is this affecting the role of the
marketer and hiring decisions?
3. Where is the future of digital
marketing headed?
The Future of Digital Marketing 3
Survey: The Key Findings
customer
engagement
Is the #1 objective
for digital marketing
departments.
Technology is
transceNdent
Trends on the Rise
By 2016, over 50% of all digital
marketing hires will have a
technical background.
Digital/Social Media
Content Creation
Data/Analytics
IT RESOURCING
MARKET IS GROWING
HOT
72%
#1
80% Will
increase
their digital
marketing
budget.
In the next 12-18 months
DIGITALMARKETING
DEPARTMENTS ARE GROWING
$$$$$
$$$$$
Believe that the traditional
marketing model is no longer
sufficient in regards to the
ever-changing world of digital
marketing.
The digital
marketing
workforce
mix will be 1:1
freelance to
permanent.
In the next 3-5 Years
In the next 3-5 Years
Company
revenue
driven by
marketing will
increase by at
least 30%.
4.2%
PermanentFreelance
2014 2017
3.1%
4 The Future of Digital Marketing
Technical and creative skill sets are now necessary components of digital marketing departments and the
perfect marriage of both coming together will drive innovation, engagement and speed to market.
The Marriage of Tech and Creative
Creativetechnical
Analytics
Experts analyze data to dictate
strategy and draw conclusions
on current and future trends.
Digital Ops
Digital Ops teams are
essential in driving
business impact and
efficiency at scale and
speed.
Web/Mobile Development
Developers optimize the latest
technologies in order to enhance
customer engagement across
multiple platforms.
Content Creation
Create native and original content
that is key to brand awareness and
customer engagement.
Graphic Design
Visual content is the #1
way to engage customers.
Designers navigate digital
and traditional platforms to
drive results.
Social Media
Social media allows marketers to reach
customers directly, personally, and
quickly - building a relationship across
multiple platforms.
The Future of Digital Marketing 5
Marketing executives believe these 6 channels will be the most valuable in driving customer engagement.
Here’s what is currently being used and what’s projected.
The Heart of Customer Engagement
Current Outlook Future Outlook (3-5 years)
Mobile
search/seo
24%
70%
16%
20%
email
social
38%
49%
59%
55%
video
web
13%
61%
32%
53%
6 T The Future of Digital Marketing he Future of Digital Marketing
Increased number
of channels and
platforms to reach
audiences.
New/innovative
ways to think
about customer
engagement.
The challenge of
breaking through
the noise to
reach target
audiences.
Adapt to Succeed
98% of respondents see the role of the traditional marketer continuing to change
at a rapid pace. These are the top 3 forces driving the change.
The Future of Digital Marketing 7
The evolution of technology and marketing worlds colliding has forced a change in the way you hire and retain
top talent. The talent’s technical skills will prove critical to digital marketing teams and initiatives - these skills will
become a must-have for hires.
Hiring Trends
Digital/Social
Content Creation
Big Data/Analytics
Mobile Strategy
Search/SEO
Operations
Creative Services
Product/Brand
54%
44%
33%
30%
28%
27%
24%
22%
• Finding skilled talent
• Cost of quality staff
• Attracting top talent
• Culture fit
• Retaining top talent
who’s getting hired*?top dollars
Marketing technology
budgets will surpass IT
technology budgets.
TECHNOLOGY
MARKETING
*According to a Gartner study
hiring barriers
in 2017
On average, marketers
spend over one third of
their budget on social
and digital marketing.
$$$
*Based on the next 12-18 months.
8 The Future of Digital Marketing
ByengaginganElasticWorkforce™,digitalmarketingexecutivesareabletoaccess
the right resources at the right time, accelerating technology innovation.
the Elastic Workforce™
noun.
[i-’las-tik ’ werk-,fors]
The dynamic
community of highly
skilled, independent
experts that ebb
and flow with the
resource needs of rapid
enterprise initiatives.
Talented experts
that thrive on being
challenged, understand
business technology
and are ready to work.
TOP MOTIVATORS
1. Flexibility to turn
resources on and off
2. Access to experts and
hard-to-find talent
3. Seasonal or unforeseen
project needs
Current Future Outlook*
100% Permanent
Workforce
75% Permanent/
25% Freelance
50% Permanent/
50% Freelance
Workforce
42%
51%
23%
44%
30%1%
*Future Outlook based on the next 3-5 years.
Workforce
The Future of Digital Marketing h 9
The key to any relationship is being on the same page - and that’s no different when it comes to your
company and department’s vision. Without that marriage of ideas and agendas, it’s hard to succeed. The
more aligned you are, the greater the ROI, and the better the results. After all, you are the company you keep.
Are Your Objectives Aligned?
75%
Of respondents
agree that marketing
departments are
becoming more
important to their
company at large.
what marketing objectives are important to your company?
driving sales
Driving customer engagement
drivingnewleads
increasing brand awareness
achieving cost saving/productivity improvements
what obstacles prevent you from being successful in your role?
1. The lack of budget and resources available.
2. Dysfunction and friction over priorities across the company.
3. Confusion over roles and responsibilities.
4. Organizational inability to adapt to new changes.
5. Not having a seat at the table when decisions are made.
Digital Marketing Resourcing Provider
Think Forward. Every day we’re helping companies like yours drive
their businesses forward by providing access to digital marketing
resources at a moment’s notice. Real people with real experience.
Digital marketing and technology thinkers. People you can rely on
to help push your digital platforms forward and accelerate your
marketing initiatives.
We’re having conversations daily with clients on how to build and
scale their digital marketing teams.
This is the world of Mondo where agility and quality collide perfectly.
We don’t follow trends. We create them. We don’t wait for change.
We are the change.
Connect With Us
Checkoutourdigital
marketingsalaryguideto
getaninsidelookatsalaries
andhiringtrendsfor2015.
AvailableatMondo.com.
Digital Marketing
Salary Guide
An Inside Look at Digital Marketing Salaries
National
Mondo.com
2014-2015

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The Future of Digital Marketing: Insights from 200+ Executives

  • 2. The digital era has disrupted traditional marketing methods. In orderformarketingleaderstostayrelevant,notonlydotheyneed the right talent, but they need to be immersed in technologies that will transform the way they engage with customers. Data will be critical to informing those decisions and without that, companies will be left behind. what is the DIGITALERA?
  • 3. The Digital Era The marketing industry has seen dramatic advancement over the past 15 years, and has shifted from traditional methods to embracing the digital movement. We’ve changedhowweconsumeinformation,digestknowledge, share thoughts, and design products, and as marketing departments experience rapid structural development, there will be a shift in how money is spent and resources are allocated. It’s critical to bridge the gap between technology and marketing. The time is now for CMOs and CIOs to join forces to work hand-in-hand, embracing development, design, and creative services. Big data will continue to influence how marketers reach customers. The ability to analyze and interpret that data willbethecoredriverinoptimizingcustomerengagement across all channels. With talent that’s both technical and creative, marketing departments will be equipped to handle the future demands. The digital era requires marketing departments to be forward thinking, to bend with the curve, and to welcome and prepare for the demand. There’s an abundance of information available and being able to stay on top of current trends and market shifts is crucial. We wanted to know - what does the future of digital marketing look like? We developed a comprehensive surveywithover200digitalmarketingexecutivesweighing in to find out and this is what they said. “The new digital era requires marketing departments to be forward thinking, to bend with the curve, and to welcome and prepare for the demand.” –Laura McGarrity | VP, Digital Marketing Strategy at Mondo
  • 4. 2 The Future of Digital Marketing With hundreds of different ways to reach customers online, businesses are competing to stay relevant in a complex and crowded environment. We surveyed 200+ digital marketing executives to hear their thoughts on the future of digital marketing and how it’s evolving. About the Survey The Survey Mondo developed a survey to learn more about the future of digital marketing. The survey addresses the following objectives: 1.Projected digital marketing trends in technology and tools 2. The future of digital marketing spend and budgets 3.Future hiring trends Respondents The survey includes the insight of 200+ digital marketing decision makers from management to C-level executives. The comprehensive results speak to digital marketing departments within a wide range of businesses, from startups to Fortune 500 companies. Methodology Mondo asked over 30 comprehensive questions to more than 200+ digital marketing influencers and executives that focused on these specific pain points: 1.How is technology integrating itself into marketing departments? 2.How is this affecting the role of the marketer and hiring decisions? 3. Where is the future of digital marketing headed?
  • 5. The Future of Digital Marketing 3 Survey: The Key Findings customer engagement Is the #1 objective for digital marketing departments. Technology is transceNdent Trends on the Rise By 2016, over 50% of all digital marketing hires will have a technical background. Digital/Social Media Content Creation Data/Analytics IT RESOURCING MARKET IS GROWING HOT 72% #1 80% Will increase their digital marketing budget. In the next 12-18 months DIGITALMARKETING DEPARTMENTS ARE GROWING $$$$$ $$$$$ Believe that the traditional marketing model is no longer sufficient in regards to the ever-changing world of digital marketing. The digital marketing workforce mix will be 1:1 freelance to permanent. In the next 3-5 Years In the next 3-5 Years Company revenue driven by marketing will increase by at least 30%. 4.2% PermanentFreelance 2014 2017 3.1%
  • 6. 4 The Future of Digital Marketing Technical and creative skill sets are now necessary components of digital marketing departments and the perfect marriage of both coming together will drive innovation, engagement and speed to market. The Marriage of Tech and Creative Creativetechnical Analytics Experts analyze data to dictate strategy and draw conclusions on current and future trends. Digital Ops Digital Ops teams are essential in driving business impact and efficiency at scale and speed. Web/Mobile Development Developers optimize the latest technologies in order to enhance customer engagement across multiple platforms. Content Creation Create native and original content that is key to brand awareness and customer engagement. Graphic Design Visual content is the #1 way to engage customers. Designers navigate digital and traditional platforms to drive results. Social Media Social media allows marketers to reach customers directly, personally, and quickly - building a relationship across multiple platforms.
  • 7. The Future of Digital Marketing 5 Marketing executives believe these 6 channels will be the most valuable in driving customer engagement. Here’s what is currently being used and what’s projected. The Heart of Customer Engagement Current Outlook Future Outlook (3-5 years) Mobile search/seo 24% 70% 16% 20% email social 38% 49% 59% 55% video web 13% 61% 32% 53%
  • 8. 6 T The Future of Digital Marketing he Future of Digital Marketing Increased number of channels and platforms to reach audiences. New/innovative ways to think about customer engagement. The challenge of breaking through the noise to reach target audiences. Adapt to Succeed 98% of respondents see the role of the traditional marketer continuing to change at a rapid pace. These are the top 3 forces driving the change.
  • 9. The Future of Digital Marketing 7 The evolution of technology and marketing worlds colliding has forced a change in the way you hire and retain top talent. The talent’s technical skills will prove critical to digital marketing teams and initiatives - these skills will become a must-have for hires. Hiring Trends Digital/Social Content Creation Big Data/Analytics Mobile Strategy Search/SEO Operations Creative Services Product/Brand 54% 44% 33% 30% 28% 27% 24% 22% • Finding skilled talent • Cost of quality staff • Attracting top talent • Culture fit • Retaining top talent who’s getting hired*?top dollars Marketing technology budgets will surpass IT technology budgets. TECHNOLOGY MARKETING *According to a Gartner study hiring barriers in 2017 On average, marketers spend over one third of their budget on social and digital marketing. $$$ *Based on the next 12-18 months.
  • 10. 8 The Future of Digital Marketing ByengaginganElasticWorkforce™,digitalmarketingexecutivesareabletoaccess the right resources at the right time, accelerating technology innovation. the Elastic Workforce™ noun. [i-’las-tik ’ werk-,fors] The dynamic community of highly skilled, independent experts that ebb and flow with the resource needs of rapid enterprise initiatives. Talented experts that thrive on being challenged, understand business technology and are ready to work. TOP MOTIVATORS 1. Flexibility to turn resources on and off 2. Access to experts and hard-to-find talent 3. Seasonal or unforeseen project needs Current Future Outlook* 100% Permanent Workforce 75% Permanent/ 25% Freelance 50% Permanent/ 50% Freelance Workforce 42% 51% 23% 44% 30%1% *Future Outlook based on the next 3-5 years. Workforce
  • 11. The Future of Digital Marketing h 9 The key to any relationship is being on the same page - and that’s no different when it comes to your company and department’s vision. Without that marriage of ideas and agendas, it’s hard to succeed. The more aligned you are, the greater the ROI, and the better the results. After all, you are the company you keep. Are Your Objectives Aligned? 75% Of respondents agree that marketing departments are becoming more important to their company at large. what marketing objectives are important to your company? driving sales Driving customer engagement drivingnewleads increasing brand awareness achieving cost saving/productivity improvements what obstacles prevent you from being successful in your role? 1. The lack of budget and resources available. 2. Dysfunction and friction over priorities across the company. 3. Confusion over roles and responsibilities. 4. Organizational inability to adapt to new changes. 5. Not having a seat at the table when decisions are made.
  • 12. Digital Marketing Resourcing Provider Think Forward. Every day we’re helping companies like yours drive their businesses forward by providing access to digital marketing resources at a moment’s notice. Real people with real experience. Digital marketing and technology thinkers. People you can rely on to help push your digital platforms forward and accelerate your marketing initiatives. We’re having conversations daily with clients on how to build and scale their digital marketing teams. This is the world of Mondo where agility and quality collide perfectly. We don’t follow trends. We create them. We don’t wait for change. We are the change. Connect With Us Checkoutourdigital marketingsalaryguideto getaninsidelookatsalaries andhiringtrendsfor2015. AvailableatMondo.com. Digital Marketing Salary Guide An Inside Look at Digital Marketing Salaries National Mondo.com 2014-2015