State of Marketing. Retail and E-Commerce

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1 State of Marketing Retail and E-Commerce

2 State of Marketing In the fall of 2013, we surveyed thousands of marketers to learn their top marketing objectives and priorities for With more than 2,500, we analyzed their insights to give you a current snapshot of the state of marketing. Now, we focus on retail and e-commerce, including the of 260 marketers in these verticals. From lifecycle campaigns to return on investment (ROI), you ll find timely recommendations to help you plan your marketing efforts for the year ahead. Table of Contents Executive Summary... 3 New Priorities for Budgets on the Rise... 8 A Shift in Lifecycle Marketing is Alive and Well Responsive Design is the New Black Breaking Social Ground The Future of Mobile Mobile Meets the Family Recommendations Survey Methodology and Demographics State of Marketing: Retail & E-Commerce

3 Retail & E-Commerce Executive Summary The 2014 State of Marketing survey asked marketers about their budgets, priorities, channels, metrics, and strategies for See a snapshot of key findings from the retail and e-commerce verticals here Priorities 53 % Increasing & Driving increased 38 % conversion rates improving brand awareness 35 % Subscriber acquisition 99% of retail and e-commerce marketers plan to increase or maintain their spend in Top 5 areas for increased spending: Data & 60 % Marketing 64 % 60 % MOBILE PUSH Social Media marketing Analytics Automation 59 % 58 % NOTIFICATIONS Marketing 74% said driving subscriber engagement is their primary lifecycle challenge. SOCIAL Mobile 71% believe is core to their business 70% are sending more than 500,000 s annually 93% believe social efforts will or do provide ROI 65% have a dedicated social team 83% using mobile believe mobile efforts do or will provide ROI 50% have an app 40% rarely/never use responsive design 46% believe social is core to their business 32% are using location-based functionality 2014 State of Marketing: Retail & E-Commerce 3

4 New Priorities for 2014: Retail & E-Commerce Each year, endless options for marketing strategies face marketers, so it can be difficult to determine what s most important. We asked marketers to identify their top three marketing priorities for 2014, and we found some striking similarities across marketers from all levels and industries. Marketers across all verticals rated driving increased conversion rates; increasing and improving brand awareness; and collecting, measuring, and using behavior-based data as their top three marketing priorities for Following are the top three priorities for retail and e-commerce marketers: Driving increased conversion rates Increasing and improving brand awareness Subscriber acquisition As shown in the following charts, 2014 Top Three Marketing Priorities: Retail & E-Commerce, driving increased conversion rates and increasing and improving brand awareness are two clear priorities for the year to come. A focus on conversion rates comes as no surprise, as more and more marketing teams work to align with their sales teams and prove value through concrete results. And while marketers are experiencing increased accountability, they re also being given more resources than ever to take a greater role in driving the business. Respondents across almost every level of the organization also identified brand awareness as a top priority indicating that brand is still a core focus, even beyond the CMO. With this in mind, we expect to see marketers using social media, mobile, and personalized web experiences to better boost their brand with customers. We see a difference, however, when it comes to the #3 priority. Marketers overall rated behavior-based data collection, measurement, and utilization as #3, while retail and e-commerce marketers said subscriber acquisition was more important. Because successful lifecycle campaigns like birthday and shopping cart abandonment are well suited to the retail vertical, and because most retailers competitors are also engaged in the fierce battlefield of consumer inbox attention, it makes sense that subscriber acquisition would rate so highly in this sector. Interested in the complete research with results from 2,500 marketers? Get the 2014 State of Marketing report State of Marketing: Retail & E-Commerce

5 2014 Top Three Marketing Priorities: Retail & E-Commerce 100% 75% 50% 25% 53% Driving increased conversion rates 47% 38% Increasing & improving brand awareness 46% 35% Subscriber acquisition 28% 30% Collecting, measuring, & using behavior-based data 29% 28% Testing & optimization 21% 24% Leveraging actionable data 21% 23% Improving measurement & results of digital channels 24% 22% Channel expansion (adding new digital marketing channels) 22% 18% Data acquisition (improving/expanding data collection efforts) 20% 13% Organizational alignment (increasing collaboration between business units) 19% 13% Campaign attribution (identifying campaign s role in sales) 19% 3% Other 4% State of Marketing: Retail & E-Commerce 5

6 New devices and channels emerge every day to create a more connected and complex brand-to-customer landscape. A single wide net across multiple mediums won t work, so here s how retail and e-commerce marketers say that they re divvying areas of focus and measuring success. Digital Marketing Organization Areas of Focus: Retail & E-Commerce We use today Plan to use in 2014 Do not plan to use Marketing SMS Messaging Social Media Marketing Social Listening SEM/ SEO Recommend in Display/ Banner Ads Guided Selling 90% 29% 86% 66% 80% 53% 75% 34% 8% 32% 10% 23% 15% 36% 13% 38% 2% 15% 5% 11% 5% 11% 13% 37% Marketing Automation Social Advertising Mobile Push Notifications Data & Analytics Offer Mgmt Landing Pages Personalized Web Content Mgmt 45% 69% 20% 86% 53% 76% 38% 73% 36% 20% 35% 12% 20% 20% 39% 21% 18% 11% 45% 2% 27% 5% 23% 7% Note: Lead scoring is not reported for retail and e-commerce due to its low overall focus compared to other interactive marketing areas State of Marketing: Retail & E-Commerce

7 The biggest differences in how retail and e-commerce marketers rated their areas of focus in comparison to marketers overall: retail marketers are more focused on social listening (66% use today and 23% plan to use in 2014, vs. 60% of overall marketers who use today and 24% who plan to use in 2014) and recommendations (53% use today and 36% plan to use in 2014, compared to 52% of overall marketers who use today and 23% who plan to use in 2014). The retail sector s larger focus on social listening and highlight the way these channels connect retail brands with customers on two of their preferred channels: and social. Top Three Success Metrics: Retail & E-Commerce 76% Conversion Rate (sales directly attributed to digital marketing campaigns) 63% Return on Investment 60% Engagement Rate (opens, clicks) 37% Lifetime Customer Value 26% Audience List Growth 24% Social Activity (likes, shares, retweets) 14% Incremental Value 1% Other 225 Conversion rates and ROI are critical areas of focus for retail and e-commerce marketing teams in For recommendations on where to begin, visit the section 2014 Recommendations later in this report State of Marketing: Retail & E-Commerce 7

8 Budgets on the Rise According to Gartner analyst Laura McLellan, the CMO will spend more on IT than the CIO by So, it s no surprise that our survey found 99% of retail and e-commerce marketers plan to increase or maintain their budgets for 2014, while only 1% plan to decrease. Retail and e-commerce marketers plan to increase dollars in six key areas in 2014: 1 marketing (64% plan to increase) Data & analytics (60% plan to increase) Marketing automation (60% plan to increase) Mobile push notifications (59% plan to increase) Social media marketing (58% plan to increase) 6 SMS messaging (58% plan to increase) marketing and data and analytics are logical members of this list, as marketers noted subscriber acquisition as one of their top three 2014 priorities (see the section New Priorities for 2014 ), and conversion rate and ROI as their top two metrics for success (see preceding chart). It is noteworthy, however, to see mobile push notifications as the #4 area where retail and e-commerce marketers plan to spend more money in Interestingly, mobile push notifications were ranked low on overall areas of focus (see New Priorities for 2014 ), but for those who are planning to use mobile push, it ranks fourth-highest on their marketing budget. In other words, those who plan to use it plan to invest in it. Similarly, SMS ranks low on overall use (see Digital Marketing Areas of Focus ) but ranks highly on budget spend for those who plan to incorporate it into their strategy. With that in mind, expect to see sophisticated push and SMS campaigns grow and evolve from retail marketers this year. The next chart shows a more complete picture of how marketers plan to spend their budget in my.gartner.com/portal/server.pt?open=512&objid=202&mode=2&pageid=5553&resid= &ref=webinar-calendar State of Marketing: Retail & E-Commerce

9 2014 Digital Marketing Budget: Retail & E-Commerce Increase Stay about the same Decrease Don t know Marketing Data & Analytics Marketing Automation Mobile Push Notifications Social Media Marketing SMS Messaging Social Advertising Recommend in 64% 60% 60% 59% 58% 58% 56% 49% 33% 33% 32% 25% 36% 29% 37% 32% 0% 1% 0% 2% 1% 2% 1% 2% 2% 5% 8% 14% 6% 12% 5% 17% State of Marketing: Retail & E-Commerce 9

10 A Shift in Lifecycle Marketing Lifecycle marketing occurs when marketers communicate with specific audience members at precise times. Marketers told us that lifecycle marketing is still a key piece of their overall strategy. We define lifecycle marketing as the tactics that reach customers across four core stages: Acquire Onboard Engage Retain Acquiring new audience members and converting potential customers into subscribers (whether to , social, or mobile communications). Onboarding subscribers and making them accustomed to the cadence and content of your interactions. Engaging subscribers with automated, personalized campaigns. Retaining existing subscribers with targeted reengagement and win-back strategies. And while marketers are still focused on lifecycle marketing, we ve uncovered a notable shift. Unlike earlier findings (including IBM s The State of Marketing 2013) that showed acquiring new subscribers as marketers greatest lifecycle challenge, our research found that driving engagement and revenue (74%) has edged to the forefront of their lifecycle concerns. The most popular four lifecycle marketing campaigns that retail and e-commerce marketers use are promotional (78%), web opt-in (64%), transactional (64%), and newsletter (62%). The next highest-utilized lifecycle campaign (post-purchase; 50% use) is 12% lower than newsletter, showing a significant gap between the importance marketers place on lifecycle marketing and the actual number of campaigns they implement. For example, birthday campaigns are used by only 27% of retail and e-commerce marketers, while loyalty campaigns are used by only 43%; however, these two campaigns have the highest reported success rates compared to other lifecycle marketing campaigns. Along with testing other lifecycle strategies, implementing or increasing your effort on a birthday or loyalty campaign may be a great way to differentiate your brand, build loyalty, increase engagement, and drive results all with minimal effort State of Marketing: Retail & E-Commerce

11 Lifecycle Marketing Challenges: Retail & E-Commerce 100% 75% 50% 25% 53% Acquiring new subscribers 45% Developing a strong relationship with new subscribers 74% Increasing subscriber engagement and revenue 44% Getting the attention of subscribers that are no longer engaging with your messages State of Marketing: Retail & E-Commerce 11

12 Lifecycle Marketing Campaigns: Retail & E-Commerce We use today Plan to use in 2014 Do not plan to use Web Opt-in Social Opt-in Mobile Opt-in Welcome Series Promotional Birthday Newsletter Anniversary 64% 46% 24% 49% 78% 27% 62% 19% 19% 32% 42% 34% 16% 33% 18% 33% 17% 22% 34% 17% 6% 40% 21% 47% Post- Purchase Loyalty Abandoned Cart Browse Retargeting Win-Back Reengagement Transactional 50% 43% 37% 37% 31% 45% 64% 36% 41% 36% 33% 41% 41% 20% 14% 16% 27% 30% 28% 15% 16% State of Marketing: Retail & E-Commerce

13 is Alive and Well is far from dead in the retail and e-commerce space, according to the 71% of marketers who say that marketing is core to their business for a variety of reasons the top being: indirectly impacts your business performance (42%) is a critical enabler of products/services your business provides (36%) Your business s primary revenue source is directly linked to operations (22%) In fact, our data shows that 64% of retail and e-commerce marketers will increase their spend in 2014, a spend that seems justified when you consider that 94% believe that marketing does or will produce ROI; 68% have a dedicated marketing team; and 70% are sending more than 500,000 s annually. Annual Send Volume: Retail & E-Commerce Team Size: Retail & E-Commerce 20% Less than 100,000 10% 100, ,000 9% 500,000-1 million 16% 1 million - 5 million 9% 5 million - 10 million 10% 10 million - 25 million 4% 25 million - 50 million 6% 50 million million 16% More than 100 million 24% 1 person 52% 2-3 people 9% 4-5 people 15% More than 5 people State of Marketing: Retail & E-Commerce 13

14 We asked retail and e-commerce marketers which campaigns were most effective, and here s what they had to say: Lifecycle Marketing Campaigns Success: Retail & E-Commerce Excellent / Very good Good Fair / Poor Web Opt-in Social Opt-in Mobile Opt-in Welcome Series Promotional Birthday Newsletter Anniversary 34% 28% 36% 39% 48% 49% 37% 33% 39% 38% 37% 35% 33% 26% 32% 26% 27% 34% 28% 26% 19% 26% 32% 41% Post- Purchase Loyalty Abandoned Cart Browse Retargeting Win-Back Reengagement Transactional 37% 54% 45% 34% 29% 29% 43% 33% 28% 33% 47% 38% 34% 35% 30% 19% 22% 19% 33% 37% 22% State of Marketing: Retail & E-Commerce

15 Responsive Design is the New Black By 2017, there will be nearly 1.4 mobile devices per capita. 2 Smartphone and mobile phone adoption is growing at an extraordinary pace. But despite growing mobile adoption, when asked how often they use mobile responsive design in s, 40% of retail and e-commerce respondents said rarely or never. These numbers seem especially low considering that 50% of respondents also said that 31-50% of their subscribers open their s via a mobile device, and 24% report that their s are opened on a mobile device more than 51% of the time. We expect mobile opens to increase alongside mobile device saturation, so 2014 is the year to commit to mobile-friendliness. s Read on a Mobile Device: Retail & E-Commerce Mobile Responsive Design for Landing Pages: Retail & E-Commerce 26% Less than 30 percent 50% percent 21% percent 1% percent 1% percent 1% More than 90 percent % Always 20% Often 18% Sometimes 14% Rarely 26% Never Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, , February 2013, Cisco 2014 State of Marketing: Retail & E-Commerce 15

16 Breaking Social Ground Forty-six percent of retail and e-commerce marketers agree that social marketing is core to their business. They chose the following explanations for why social is so important: Social indirectly impacts your business performance (73%) Social is a critical enabler of products/services your business provides (18%) Your business s primary revenue source is directly linked to social marketing (8%) Interestingly, dedicated social teams are almost as common as dedicated teams (65% of respondents have a social team; 68% have an team). And those social teams are roughly the size of most teams typically 3 people or less. Since is a longtime marketing staple, it s worth noting that marketers are dedicating similar resources to newer social marketing efforts. While marketers devote substantial time and resources to social, they don t agree on its effectiveness: 27% of marketers say they re currently seeing ROI from social media marketing, while 66% believe these efforts will eventually produce ROI. Just 31% think that their social listening is fully effective, and 17% find their social advertising effective. Ninety-three percent of retail and e-commerce marketers believe social media is producing or will eventually produce ROI, which will require a strong strategy in place to drive measurable results. Starting with one or two social channels and firming up a strategy on a small scale can help maximize social resources, and also lead the way toward joining those 27% of reatail and e-commerce marketers who currently see ROI from social marketing. Social Media Marketing ROI: Retail & E-Commerce Social Media Team Size: Retail & E-Commerce 27% Social media marketing is producing ROI 66% Social media marketing will eventually produce ROI 6% Social media marketing is unlikely to produce ROI 1% Other 43% 1 person 45% 2-3 people 3% 4-5 people 9% More than 5 people State of Marketing: Retail & E-Commerce

17 Facebook, Twitter, and YouTube were the most popular social channels for retail and e-commerce marketers in Based on the survey results, we can expect to see the largest increase in usage of the following channels: Blog (17% plan to introduce in 2014) Google+ (14% plan to introduce in 2014) Pinterest (14% plan to introduce in 2014) YouTube (12% plan to introduce in 2014) Flickr (12% plan to introduce in 2014) Content marketing is propelling Google+ back into the spotlight, with Google offering extra search juice to content authors for posts shared on Google+. If content marketing has a place in your 2014 plans, you may want to consider growing your Google+ presence alongside your breadth of content. When compared to marketers overall, retail and e-commerce marketers place greater focus on visual social media channels than other channels. In 2014, 77% of retail and e-commerce marketers plan to focus on Pinterest versus 56% of overall marketers. Retailers want to choose the social platforms that will display their products to customers in an engaging, appealing way, and YouTube and Pinterest are leading choices for that strategy in Brand advocates (and potential advocates) are looking to your social presence for a consistent stream of information that offers truly valuable content. These advocates don t need to be advertised to, but they can help promote you if you answer their questions and contribute meaningfully to social conversations. Social media alone may not fill your sales funnel, but a social strategy is necessary for a well-rounded brand voice that meets customers wherever they spend time online. You can favor Pinterest, Slideshare, YouTube, or any combination of the social channels mentioned in the following chart, as long as your brand fans favor it, too State of Marketing: Retail & E-Commerce 17

18 Social Channels: Retail & E-Commerce We use today Plan to use in 2014 Do not plan to use Facebook Twitter YouTube Google+ Foursquare MySpace 96% 86% 71% 57% 21% 4% 2% 8% 12% 14% 11% 3% 2% 6% 17% 29% 68% 93% LinkedIn Blogs Podcasts SlideShare Flickr Pinterest 51% 66% 8% 7% 11% 63% 11% 17% 11% 9% 12% 14% 39% 17% 82% 84% 77% 23% State of Marketing: Retail & E-Commerce

19 The Future of Mobile U.S. adults spend an average of two hours and twenty minutes on their mobile devices every day. 3 Globally, more people have access to mobile phones than electricity or safe drinking water. 4 Eighty-three percent of retail and e-commerce marketers who use mobile marketing say they believe mobile efforts do or will produce ROI, and 45% have a dedicated mobile team. As inboxes are brimming with marketing messages, mobile presents a way for retailers to reach customers on the devices they keep closest to them. Mobile Marketing ROI: Retail & E-Commerce Mobile Marketing Team Size: Retail & E-Commerce 28% Mobile marketing is producing ROI 55% Mobile marketing will eventually produce ROI 14% Mobile marketing is unlikely to produce ROI 3% Other 29% 1 person 32% 2-3 people 11% 4-5 people 29% More than 5 people US Time Spent with Media: The Complete emarketer Forecast for 2013, August businessinsider.com/chart-of-the-day-putting-global-mobile-in-context State of Marketing: Retail & E-Commerce 19

20 Mobile Lifecycle Marketing Campaigns Utilization: Retail & E-Commerce We use today Plan to use in 2014 Do not plan to use Mobile Welcome SMS Exclusive Deals Holiday or Event Campaign Conversation via Keyword SMS to 35% 54% 57% 23% 29% 40% 28% 23% 40% 37% 25% 18% 20% 37% 34% Cross-Channel Engagement Win-back Loyalty Reengagement 35% 25% 45% 34% 37% 37% 37% 45% 28% 38% 18% 22% State of Marketing: Retail & E-Commerce

21 Thirty-nine percent of retail and e-commerce marketers have not implemented or do not plan to implement SMS in 2014, yet the case for mobile is strong, based on global adoption of mobile devices. Mobile lifecycle campaigns prove highly successful (compare the chart below with the Lifecycle Marketing Campaigns Success: Retail & E-Commerce chart on page 14), so perhaps SMS implementation will increase throughout 2014 as marketers look to deepen their connection with customers on mobile touchpoints. Mobile messaging is also relatively easy to implement, as an SMS doesn t require design expertise like an . Check out some of the most popular retail and e-commerce mobile campaigns for inspiration: Holiday or event campaign (57% of marketers using; 23% plan to introduce) Exclusive deals (54% of marketers using; 28% plan to introduce) Loyalty (45% of marketers using; 37% plan to introduce) Mobile welcome SMS (35% of marketers using; 40% plan to introduce) Cross-channel engagement (35% of marketers using; 37% plan to introduce) Mobile Lifecycle Marketing Campaign Success: Retail & E-Commerce Excellent / Very good Good Fair / Poor Holiday or Event Campaign Exclusive Deals Mobile Welcome SMS Loyalty Cross-Channel Engagement 48% 26% 26% 24% 17% 38% 20% 17% 28% 17% 14% 31% 35% 34% 52% State of Marketing: Retail & E-Commerce 21

22 Note that 15% of retail and e-commerce mobile marketers don t know if they re using location-based functionality, while 32% are currently implementing the technique, which is designed to better reach on-the-go consumers when they enter a specific geographic area. Four out of five minutes on a smartphone are spent engaging with an app 5, and marketers are following the app trend: 50% of retail and e-commerce marketers who use mobile say their company has an app. Getting an app off the ground is one thing, but keeping customers engaged long-term is another. Push messaging can help bridge the gap between initial download and consistent reengagement, prompting app users to check out updates, visit certain areas in the app, and more. Mobile App Support for Operating Systems: Retail & E-Commerce Location-Based Functionality: Retail & E-Commerce 94% ios 78% Android 22% Blackberry 31% Windows 0% Other 32% Yes 52% No 15% Don t know comscore. Mobile Future in Focus, Mark Donovan, February State of Marketing: Retail & E-Commerce

23 Mobile Meets the Family Forty-three percent of retail and e-commerce marketers say they haven t integrated their mobile marketing into their overall programs, and 14% say they don t know if they have or not. Mobile integration will be foundational to marketing success in 2014, as mobile adoption grows and customers spend more time with mobile devices. To continue shepherding mobile integration efforts in the direction of success, recall that customers may do all of the following via mobile device: browse products on your site, access customer service portals (like web contact forms and forums), , engage with social media, watch branded videos, download and explore your app, receive in-app alerts and push and SMS messages, and much more. These activities must be designed with both mobile and desktop users in mind. Consider how you can make every brand interaction more mobile-intuitive in Fortunately, of the 43% of retail and e-commerce marketers who did integrate mobile marketing into their overall program, 96% said the integration was at least somewhat effective (and 14% claimed it was extremely effective). So, it s worth the effort to learn your customers mobile preferences and reach them on the channel they prefer, when they prefer it. Effectiveness of Mobile Integration into Overall Marketing Programs: Retail & E-Commerce 14% Extremely effective 11% Very effective 71% Somewhat effective 4% Not very effective 0% Not at all effective State of Marketing: Retail & E-Commerce 23

24 2014 Recommendations No matter the size of your marketing team or programs, you need to decide what 2014 holds for your strategy. Use these recommendations to help lead the conversation in your business over the coming year: Bring your marketing up to speed with what your subscribers really want. The four most popular lifecycle marketing campaigns among the retail sector are promotional, web opt-in, transactional, and newsletter. Consider adding birthday campaigns and loyalty campaigns to your lifecycle marketing efforts; retail customers love them, and will reward you in return with loyalty and purchases. Commit to mobile-friendliness. Roll out responsive design (at a scale you can manage) to create a seamless customer experience wherever they choose to open your s. Social Focus on customer service and an immersive brand experience on social media. Social media alone probably won t be your biggest conversion source, but that s true for most brands. Focus on presenting your brand and products in their best light on social media. Make it your goal to have around-the-clock customer service available on the social accounts your customers prefer most. Go visual. Visual social channels like Pinterest and YouTube are most popular among retail marketers. Mobile Consider how you can innovate your mobile messaging strategy in Your competitors aren t tapping into mobile location-based offers or instant alerts yet? That doesn t mean it s time to relax; it means it s time to innovate and show your customers a true mobile-first brand experience. Think about how an app might provide additional services to customers. Support new mobile efforts with your steady program; the two can play off each other and strengthen your program as a whole State of Marketing: Retail & E-Commerce

25 Customer Journey Take a deep look at how customers are currently experiencing your brand. Where are the gaps? Could your transactional s be more branded or helpful? Could your retail stores feature more digital calls to action? These should be addressed in your new activation plan to both establish the ideal customer journey and develop a strategy for incrementally getting there. Personalization Get to know your customers and show them that you care about their unique preferences. Robust preference centers can be a great way to let customers voluntarily share the data they d like to shape future messages. For retail and e-commerce marketers, every click, open, purchase, or website visit is another opportunity to let that information inform what you show them in the future. Marketers experienced industry-affecting change in 2013, from the sale of Tumblr to Yahoo to Pinterest s announcement of sponsored pins and beyond won t be any exception agile marketers will lead 2014 and win customer attention in an ever-crowded marketplace. As Heraclitus said thousands of years ago, the only constant is change. Adapting to change is the one strategy that every digital marketer should adopt. Interested in the complete research, with results from 2,500 marketers across all industries? Get the 2014 State of Marketing report 2014 State of Marketing: Retail & E-Commerce 25

26 Survey Methodology and Demographics The 2014 State of Marketing survey was conducted online from October 24, 2013, until November 1, The survey was sent to more than 48,000 marketing professionals and a total of 2,651 marketers started the survey, with 1,959 surveys completed (74% completion rate). A total of 260 marketers responded from retail and e-commerce with their demographics shown below. A note on methodology: Due to rounding, not all percentage totals equal 100%. Total Number of Employees: Retail & E-Commerce Industry: Marketers Overall 22% 0-10 employees 25% employees 23% employees 6% 501-1,000 employees 12% 1,001-5,000 employees 13% 5,001+ employees % Technology & Manufacturing 11% Agency 10% Retail & E-Commerce 10% Financial Services 10% Services 8% Education & Non-Profit 7% Media & Entertainment 6% Healthcare 3% Travel & Hospitality 2% Telecommunications & Utilities 1% CPG 17% Other 2, State of Marketing: Retail & E-Commerce

27 Role: Retail & E-Commerce Years of Experience: Retail & E-Commerce 6% Coordinator 7% Associate 5% Analyst 10% Designer/Developer 34% Manager 18% Director 4% VP 3% CMO 13% Other 3% Less than one year 10% 1-2 years 21% 3-5 years 22% 6-10 years 20% years 25% 15+ years State of Marketing: Retail & E-Commerce 27

28 Real Conversations Start Here The customer journey like never before. Journey Builder is a new way of doing business. It transforms our already-trusted solutions into an intuitive 1:1 marketing engine, so you can create an exceptional brand experience with results to prove it. Check out /journey to learn more!

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