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1、Research Series Conducted in Partnership with Leading Providers of Marketing Technology and Digital Marketing Agency Services.DIGITAL MARKETING TRENDS Research Created for Marketers20233.Methodology and Participants4.Introduction5.Top Areas of Focus for 20236.Gauging Success7.Strategic Challenges8.I

2、ntroducing New Tactics9.Changes in Budget10.Changes in Pressure11.Top Complaints with Tech12.The Use of AI13.The Use of ChatGPT14.About Ascend2 ResearchIN THIS REPORT.HOW TO USE THIS REPORT:TIP#1:ENGAGE YOUR AUDIENCE by turning the charts and insights into your own content.TIP#2:DISCOVER STRATEGIES,

3、TACTICS AND TRENDS that are working for fellow marketers.TIP#3:IMPROVE YOUR OWN STRATEGY by using data that is relevant to your business.This Survey Summary Report is part of a series conducted in partnership with our participating Research Partners.Please feel free to adapt,copy,distribute and tran

4、smit this work.However,you must attribute the work as produced by Ascend2 and its Research Partners,but not in any way that suggests that they endorse you or your use of the work.When you share this content,please provide a link back to Put this content To good use!3Ascend2 benchmarks the performanc

5、e of marketing strategies,tactics and the technology that drives them with a standardized online questionnaire and a proprietary 3-Minute Survey format.This survey was fielded to a panel of marketing professionals and marketing research subscribers.Primary Marketing ChannelB2B(Business-to-Business)2

6、3%B2C(Business-to-Consumer)51%B2B and B2C Equally26%Number of EmployeesMore than 50015%50 to 50023%Fewer than 5062%Primary role in companyOwner/Partner/C-Level55%Vice President/Director/Manager30%Non-Management Professional15%SURVEY RESPONDENTSMETHODOLOGYN=358 Marketing Decision-Makers4With emerging

7、,groundbreaking technologies and an unpredictable economic climate,there are many factors that contribute to the ever-changing tide of digital marketing.So how are marketers adjusting their digital strategies for maximum growth now and in the year ahead?To help answer this question,Ascend2 and our R

8、esearch Partners fielded the Digital Marketing Trends 2023 survey.We thank the 358 marketers who responded to this survey during the week of March 13,2023.This Survey Summary Report,titled Digital Marketing Trends 2023,represents the opinions of all the market segments responding to the survey.Speci

9、fic market segments from the survey are reported on separately and exclusively by our participating Research Partners.This research has been produced for your use.Put it to work in your own marketing strategy.Clip the charts and write about them in your blog or post them on social media.Please share

10、 this research credited as published.Love research?Click here!DIGITAL MARKETING STRATEGY TRENDS 2023 JOIN OUR COMMUNITY OF MARKETERS5Digital Marketing Trends 2023 Conducted by Ascend2 and Research Partners Published April 2023AREAS OF FOCUS17%17%21%26%29%30%36%39%DATA COMPLIANCE/SECURITYPIPELINE GEN

11、ERATIONALIGNMENT WITH ADJACENT DEPARTMENTSDATA COLLECTIONPERSONALIZATION/SEGMENTATIONWORKFLOWS MARKETING TECHNOLOGYCONTENT CREATIONWHICH AREAS WILL YOU BE MOST FOCUSED ON OPTIMIZING IN THE YEAR AHEAD?Marketers will have a strong focus on optimizing content creation in the year ahead according to 39%

12、of those surveyed.Just over one-third(36%)of marketing professionals will prioritize the optimization of their marketing technology stacks in the coming year while another 30%will be strategizing their workflows and processes.6Digital Marketing Trends 2023 Conducted by Ascend2 and Research Partners

13、Published April 2023GAUGING SUCCESSOne-in-five(20%)marketing professionals surveyed report experiencing great success with their current digital marketing strategies.However,there is room for improvement as 69%of those surveyed report just some success from their marketing initiatives.About one-in-t

14、en(11%)marketers describe their digital strategy as unsuccessful at achieving objectives.VERY SUCCESSFUL(BEST-IN-CLASS)20%SOMEWHAT SUCCESSFUL69%UNSUCCESSFUL11%RATE THE SUCCESS OF YOUR OVERALL DIGITAL MARKETING STRATEGY IN ACHIEVING THE OBJECTIVES SET FOR IT.7Digital Marketing Trends 2023 Conducted b

15、y Ascend2 and Research Partners Published April 2023STRATEGIC CHALLENGESOver half(53%)of marketing professionals say that they are challenged by limited budget and resources as they work to meet strategic goals.Generating content and collecting data to support programs are also among the top challen

16、ges for marketers according to 30%and 29%of those surveyed,respectively.Technologies such as Artificial Intelligence(AI)could contribute to content generation in the future.18%24%28%28%29%30%53%INSUFFICIENT MARKETING TECHNOLOGYLACK OF AN EFFECTIVE STRATEGYGENERATING PIPELINE FOR SALESIMPROVING THE C

17、USTOMER EXPERIENCECOLLECTING DATA TO SUPPORT PROGRAMSGENERATING CONTENTLIMITED BUDGET/RESOURCESWHAT ARE THE MOST SIGNIFICANT CHALLENGES OF MEETING THE GOALS OFYOUR DIGITAL MARKETING STRATEGY?8Digital Marketing Trends 2023 Conducted by Ascend2 and Research Partners Published April 2023INTRODUCING NEW

18、 TACTICS44%of marketers report that they will be adding online events or shows such as podcasts and video shorts to their marketing mix in the year ahead.Other trends that will be added or increased in marketing strategies include real-time marketing and new social media platforms according to 41%an

19、d 39%of those surveyed,respectively.8%15%16%16%33%39%41%44%VOICE SEARCHARTIFICIAL INTELLIGENCE(AI)FOR AUTOMATIONMETAVERSE MARKETINGARTIFICIAL INTELLIGENCE(AI)FOR CONTENT CREATIONPREDICTIVE DATA AND ANALYTICSNEW/EMERGING SOCIAL MEDIA PLATFORMSREAL-TIME MARKETINGONLINE EVENTS/SHOWS(E.G.,PODCAST,VIDEO

20、SHORTS,ETC.)WHICH OF THE FOLLOWING TRENDS WILL YOU BE ADDING/INCREASING WITHIN YOUR MARKETING MIX IN THE YEAR AHEAD?9Digital Marketing Trends 2023 Conducted by Ascend2 and Research Partners Published April 2023CHANGES IN BUDGET42%of marketers report an increase in budget allocated to improve marketi

21、ng performance in the year ahead.Over one-third(35%)have marketing budgets that will remain unchanged in the coming year.Interestingly,more marketers report an increase in pressure to improve marketing efforts than those who report budget increases as demonstrated on the page that follows.6%36%35%17

22、%6%BUDGET HAS INCREASED SIGNIFICANTLYBUDGET HAS INCREASED MODERATELYBUDGET HAS STAYED THE SAMEBUDGET HAS DECREASED MODERATELYBUDGET HAS DECREASED SIGNIFICANTLYWHICH BEST DESCRIBES THE CHANGE IN BUDGET TO IMPROVE MARKETING PERFORMANCE IN THE YEAR AHEAD?10Digital Marketing Trends 2023 Conducted by Asc

23、end2 and Research Partners Published April 2023CHANGES IN PRESSURE13%43%33%9%2%PRESSURE HAS INCREASED SIGNIFICANTLYPRESSURE HAS INCREASED MODERATELYPRESSURE HAS STAYED THE SAMEPRESSURE HAS DECREASED MODERATELYPRESSURE HAS DECREASED SIGNIFICANTLYWHICH BEST DESCRIBES THE CHANGE IN PRESSURE TO IMPROVE

24、MARKETINGPERFORMANCE IN THE YEAR AHEAD?Over half(56%)of marketing professionals say that pressure to improve marketing performance will increase in the year ahead to some extent.Only about one-in-ten(11%)of those surveyed report a decrease in pressure with another 33%saying they have not felt a chan

25、ge in pressure to optimize their marketing efforts.11Digital Marketing Trends 2023 Conducted by Ascend2 and Research Partners Published April 2023TOP COMPLAINTS WITH MARTECH12%15%15%16%17%20%25%28%53%INADEQUATE HANDLING OF DATA AND DATA SECURITYMISSING TOOLS/TECHNOLOGIESINSUFFICIENT DASHBOARDS AND R

26、EPORTINGLACK OF AUTOMATIONLACK OF CUSTOMER SUPPORTLACK OF FLEXIBILITY/ABILITY TO CUSTOMIZELACK OF INTEGRATION ACROSS TOOLS/TECHNOLOGYTOO COMPLEXTOO EXPENSIVEWHAT ARE YOUR TOP COMPLAINTS ABOUT THE TECHNOLOGY CURRENTLY USED TO EXECUTE YOUR DIGITAL MARKETING STRATEGY?By far,the most commonly reported c

27、omplaint about current marketing technology stacks is the overall cost associated with them.Over one-quarter(28%)of marketers say that their martech stacks are too complex.Lack of integration across tools and technology,which could contribute to tech stack complexity is also a top complaint for 25%o

28、f marketers.12Digital Marketing Trends 2023 Conducted by Ascend2 and Research Partners Published April 2023THE USE OF AIOver half(53%)of marketers say they do not use Artificial Intelligence(AI)for areas including customer service,ad targeting,analysis,and content creation.Less than one-in-five mark

29、eters are using AI in their customer service and support(19%),ad targeting and analysis(18%),analysis or forecasting(17%),and content creation(17%).9%10%12%17%17%18%19%53%SEGMENTATION/PERSONALIZATIONDYNAMIC PRICINGCONTENT DISTRIBUTIONCONTENT CREATIONANALYSIS/FORECASTS/PROJECTIONSAD TARGETING AND ANA

30、LYSISCUSTOMER SERVICE/SUPPORTNONEIN WHICH OF THE FOLLOWING AREAS ARE YOU USING ARTIFICIAL INTELLIGENCE(AI)?13Digital Marketing Trends 2023 Conducted by Ascend2 and Research Partners Published April 2023THE USE OF CHATGPTAt the end of 2022,the AI chatbot,ChatGPT was launched.Only 9%of marketing profe

31、ssionals surveyed are currently utilizing ChatGPT in their marketing strategies,but it is gaining traction with another 24%who say they will be testing it this year.Over one-third(36%)say they have no plans to use or test ChatGPT in the coming year.9%24%36%31%YES,ALREADY USING ITYES,I WILL TEST IT T

32、HIS YEARNO PLANS TO USE OR TEST ITNOT SUREWILL YOU USE CHATGPT IN THE COMING YEAR?14We fjnd the right audience,ask the right questions,and gather insightful data to create useful and afgordable research that will help you generate demand and increase engagement.Join the industry powerhouses that use

33、 Ascend2 to create compelling research content that speaks to their audience.CUSTOMIZED B2B RESEARCH delivered to you with a plan to use it.Need Research?Click here!WORK WITH US15Dont just take it from us.Heres what some of our customers have to say.Need Research?Click here!“I highly recommend Ascen

34、d2 for any research projects in the B2B marketing space.Coming from a heavy academic-research background myself,Im quite demanding when it comes to fielding and analyzing market surveys.Intentsify had very specific goals in mind to support multiple use cases with original research.Todd and Jenna of

35、Ascend2 had the requisite knowledge,skills,and resources to achieve our weighty objectives.Further,the program was affordable(even for an early-stage startup),and the results to date are already surpassing our ROI goals.”-David Crane,VP Marketing,Intentsify“Ascend2 was a pleasure to work with and he

36、lped us to design a thoughtful survey that uncovered truly actionable and noteworthy findings.They work smart and fast and even helped to promote and place the research results at launch.Ascend2 is at the top of our list for future projects.-Nick Olsson,CEO,Olsson Communications“On a hunch that orig

37、inal,empirical research could boost engagement with my audience,I contracted Ascend2 and Todd Lebo to provide a study on the most effective tactics being employed by B2B marketers.The research was delivered on time in an easily workable format,and any minor corrections were handled with rapid turnar

38、ound and excellent customer service.In the end,the research deliverable ended up influencing hundreds of thousands of dollars in closed-won business,achieving an 85x ROI on the purchase price of the research.I am extremely impressed with Ascend2 and will use them again any time I require original re

39、search on industry influencers for my marketing campaigns.-Jonathan Greene,Director of Marketing,LeadCrunch“Good news to report back to you we are seeing a lot of success with the leads we have gotten,not only from you but from the report in general(website,our emails,ads,etc.).My CEO is super pleased.”-Emily Wingrove,Director of Marketing,Synthio WORK WITH US