IntroductionSkip to Chapter 1
Marketers have always had to navigate change, but now our world is shifting in bigger and more unexpected ways.
The majority of customers today expect companies to understand their needs and expectations, and brand marketers are under pressure to create innovative experiences.
Feedback from customers is clear — it’s time for brands in every industry to focus on delivering helpful, relevant content.
We recently surveyed nearly 7,000 marketing leaders from companies of all sizes, across 14 major industries and 29 countries, about the trends that are impacting their work. Here’s what we learned.
All statistics on this page can be found in the 2020 State of Marketing report, unless otherwise stated.
79% of marketing leaders say they lead customer experience initiatives across the business, and 82% say customer experience is the key differentiator.
Customer Desires for Brand Marketing in 2020
of customers say cadence of messages should be reduced
of customers say variety of messages should be increased
of customers say messages should focus on products instead of brand
#1 Promo Type
discounts on specific products and services based on customer preference
Skip to Chapter 2
Priorities and Challenges Collide
Marketers’ top priorities are innovation and engaging customers in real time — but those are also their top challenges.
With the right technology, marketers are finding new ways to overcome their challenges and focus on their priorities. This is leading to improved internal cross-team collaboration and better customer experiences.
- 1. Innovating
- 2. Engaging customers in real time
- 3. Complying with privacy regulations
- 4. Improved use of tools and technology
- 5. Modernized tools and technology
- 1. Engaging customers in real time
- 2. Innovating
- 3. Creating cohesive customer journeys across channels and devices
- 4. Unifying customer data sources
- 5. Sharing a unified view of customer data across business units
New to top 5 for 2020
Skip to Chapter 3
Marketing Transformation Takes on a New Urgency
In the changing marketing landscape, marketers are making advanced investments in people and technology. Many are now pivoting to invest in creativity, communication, data analysis, and new digital tools.
With the right tools, marketers can connect with customers at the right moment, on the right channel.
Compared with underperformers, high-performing marketers are 1.3x more likely to be planning to increase their use of artificial intelligence and marketing analytics tools.
69% of marketing leaders say traditional marketing roles limit customer engagement — up from 37% in 2018
Marketers Who Rate Their Team’s Skills as Advanced
- Emotional Intelligence
Cross-Functional Collaboration is Table Stakes
How Marketers Have Changed Their Channel Usage in the Past Year
Select a channelSkip to Chapter 3
improved audience segmentation
Skip to Chapter 4
Customer Data Sets the Stage for Empathetic Marketing
Today, only 37% of marketing leaders are completely satisfied with the quality of their data. To solve for this and other data challenges, many marketers are adding more data sources and looking to sophisticated technologies like customer data platforms (CDPs), artificial intelligence (AI), and automation.
AI and automation are particularly effective at analyzing data and delivering the personalized experiences customers expect. Marketers are also using AI to segment their audiences, surface data insights, and deliver next best actions to customers in real time.
Only 28% of marketing leaders are completely satisfied with their ability to balance personalization with customer comfort levels
Number of Data Sources for Marketers
50% growth rate
Top Data Sources Marketers Use
Top AI Use Cases for Marketers
individual channel experiences
customer segmentation/lookalike audience modeling
next best actions in real time
customer interactions over social channels or messaging apps
Skip to Chapter 5
Marketers Double Down on Business Value
Analyzing marketing performance in real time is key to increasing business value, as marketers can make changes quickly based on which channels have the best ROI. Waiting to measure performance once a campaign ends may result in the waste of valuable marketing budget.
CDPs, AI, and automation also help brands deliver cohesive, value-driven customer experiences across marketing, sales, and service. This is a needed evolution, as 59% of customers feel like they are working with separate departments rather than one company.* With their data seamlessly connected across your departments, customers are primed to view brand interactions with the feeling that you know and understand them — because you really do.
Ability to Evolve Messaging Across Channels
Ability to Analyze Marketing Performance
Can only analyze marketing performance once the campaign is over
Can analyze marketing performance in real time
Top Channels for Marketers
Select a channelSkip to Chapter 5
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Find the Insights That Matter Most
With this interactive dashboard, you can filter to get a clear view of different insights, different audiences, and different markets — including specific countries, specific industries, or even B2C vs. B2B — from our 2020 State of Marketing research.
Track the marketing trends that mean the most to you:OPEN THE DASHBOARD