The 2014 State of Marketing survey, conducted with over 2,500 global marketers, reveals key priorities such as increasing conversion rates and improving brand awareness, with 98% planning to maintain or increase digital spending. Top areas for increased digital investment include data and analytics, marketing automation, and email marketing. Additionally, a significant majority of marketers view social media and mobile as essential for their strategies, emphasizing their roles in driving engagement and return on investment.

1. 2014
State of
Marketing
Insights from over 2,500
global marketers

2. 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.

3. 2014 Priorities
47
% Driving increased
conversion rates

4. 2014 Priorities
46
Increasing &
% improving brand
awareness

5. 2014 Priorities
29
Collecting, measuring,
% & using behaviorbased data

6. 98% of marketers plan to
increase or maintain their digital
spend in 2014.

7. Top 5 areas for increased digital spending:
61
%
Data &
Analytics

8. Top 5 areas for increased digital spending:
60
%
Marketing
Automation

9. Top 5 areas for increased digital spending:
58
%
Email
Marketing

10. Top 5 areas for increased digital spending:
57
%
Social Media
Marketing

11. Top 5 areas for increased digital spending:
57
%
Content
Management

12. 65% of marketers said driving
subscriber engagement is their
primary lifecycle challenge.

13. 68% of marketers
believe email is core
to their business

14. 49% are sending
more than 500,000
emails annually

15. 42% rarely/never
use responsive design

16. 86% believe social
efforts will or do
provide ROI

17. 57% have a dedicated
social team

18. 46% of marketers
believe social is core
to their business

19. 80% of marketers
using mobile believe
mobile efforts do or
will provide ROI

20. 47% have an app

21. 30% are using
location-based
functionality

22. Want more?
Download the full report at
exacttarget.com/stateofmarketing