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2019 DIGITALMARKETINGSTRATEGIESSurvey Summary ReportResearch Series Conducted in Partnership withLeading Marketing Technology Companies,Marketing Media and Digital Marketing Agencies.

TABLE OF CONTENTS3. 2019 Digital Marketing Strategies4. Top Strategic Priorities5. Success of Strategy6. Challenging Barriers to Success7. How Budget is Changing8. Priorities Versus Barriers9. Tactical Effectiveness10. How Effectiveness is Changing11. Most Difficult TacticsMethodologyAscend2 benchmarks theperformance of marketingstrategies, tactics and thetechnology that drivesthem with a standardizedonline questionnaire anda proprietary 3-MinuteSurvey format.This survey was fielded toa verified list of marketingresearch subscribers.12. Resources Used13. Effectiveness Versus Difficulty14. About Ascend2 Research-Based Marketing15. Ascend2 Research Partner Programs2

2019 DIGITAL MARKETING STRATEGIESProspects and customers are almost always online. And aneffective digital marketing strategy provides the plan of actionrequired to engage them.Sounds simple, but what will an effective digital marketingstrategy look like in 2019?To help you answer this question, Ascend2 and our ResearchPartners fielded the 2019 Digital Marketing Strategies Survey.We thank the 190 marketing influencers who responded to thissurvey during the week of October 1, 2018.This Survey Summary Report, titled 2019 Digital MarketingStrategies, represents the opinions of all the market segmentsresponding to the survey. Specific market segments from thesurvey are reported on separately and exclusively by ourparticipating Research Partners.Survey Market SegmentsNumber of EmployeesMore than 50050 to 500Fewer than 5026%32%42%Role in the CompanyOwner / Partner / CXO 34%VP / Director / Manager 51%Non-Mgmt Professional 15%Primary Marketing ChannelBusiness-to-Business58%Business-to-Consumer 19%B2B and B2C Equally23%This research has been produced for your use. Put it to work inyour own marketing strategy. Clip the charts and write aboutthem in your blog or post them on social media. Please sharethis research credited as published.3

TOP STRATEGIC PRIORITIESIncreasing sales prospects or leads, and acquiring more customers, will be top priorities formarketing influencers (64% and 55% respectively) in 2019. This emphasizes the importance ofmarketing’s support of and alignment with the sales process.2019 Digital Marketing Strategies Surveyby Ascend2 and our Research Partners, Published October 20184

SUCCESS OF STRATEGYNearly half (47%) of marketing influencers describe the success of a digital marketing strategy asvery successful (or best-in-class when compared to competitors) at achieving top priorities, whileapproximately the same number (49%) consider it somewhat successful.2019 Digital Marketing Strategies Surveyby Ascend2 and our Research Partners, Published October 20185

CHALLENGING BARRIERS TO SUCCESSEngaging customers online and measuring digital marketing results are challenging barriers tosuccess for 49% and 47% of marketing influencers respectively. The sales-related goal ofincreasing customer acquisition is also a barrier to success for marketers.2019 Digital Marketing Strategies Surveyby Ascend2 and our Research Partners, Published October 20186

HOW BUDGET IS CHANGINGWith a total of 88% of marketing influencers planning to increase the digital marketing budget tosome extent in 2019, the message is clear – companies are standing behind digital marketing.2019 Digital Marketing Strategies Surveyby Ascend2 and our Research Partners, Published October 20187

PRIORITIES VERSUS BARRIERSAnalyzing the importance of top strategic priorities in comparison to the most challengingbarriers to success provides a valuable perspective for developing a balanced and successfulstrategy for digital marketing in 2019.2019 Digital Marketing Strategies Surveyby Ascend2 and our Research Partners, Published October 20188

TACTICAL EFFECTIVENESSContent marketing is a most effective tactic for a 58% majority of marketing influencers, whilesearch engine optimization and email marketing follow with 50% and 47% respectively.2019 Digital Marketing Strategies Surveyby Ascend2 and our Research Partners, Published October 20189

HOW EFFECTIVENESS IS CHANGINGThe effectiveness of online tactics is increasing for an impressive total of 89% of marketinginfluencers, with 1% of those influencers describing the increase in effectiveness as significant.2019 Digital Marketing Strategies Surveyby Ascend2 and our Research Partners, Published October 201810

MOST DIFFICULT TACTICSDifficulty, which may be defined as the cost, effort and skill required to execute a tactic, oftendetermines if a tactic will be included in a strategic plan-of-action. Nearly two-thirds (63%) ofmarketing influencers consider data-driven personalization a most difficult tactic to execute.2019 Digital Marketing Strategies Surveyby Ascend2 and our Research Partners, Published October 201811

RESOURCES USEDThe more difficult tactics are to execute, the more likely companies are to outsource them. In2019, a total of 82% of marketing influencers plan to outsource tactical execution to some extent,with 13% saying they plan to outsource their tactics only to specialists.2019 Digital Marketing Strategies Surveyby Ascend2 and our Research Partners, Published October 201812

EFFECTIVENESS VERSUS DIFFICULTYA tactic that is far more effective than difficult to use (email marketing, for example), is morelikely to be included in a digital marketing strategy than a tactic that is much more difficult than itis effective (data-driven personalization, for example).2019 Digital Marketing Strategies Surveyby Ascend2 and our Research Partners, Published October 201813

Marketing technology providers and digital marketing agenciespartner with Ascend2 to supplement their marketing content,generate leads and engage prospects to drive demand throughthe middle of the funnel. Learn more about the research-basedmarketing innovations from Ascend2.com.Below are just a few of the leading marketing solution providersthat partner with us on research-based marketing programs.As a marketingtechnology company,marketing media oragency, your prospectivecustomers are marketinginfluencers with aninterest in the facts aboutimproving marketingperformance.Research-BasedMarketing is a process wedeveloped to generateleads using factualcontent of interest to yourtarget audience, andnurture prospects to themiddle of the funnel in thename of your brand.14

Research Partner ProgramsResearch Partner Programs rapidly deliver content of interest tomarketers, and a guaranteed number of leads and prospects tomarketing solution providers, in these two simple steps:1. Choose marketing topics of interest to your audience. Or create a survey topic of your own2. Choose an exclusive segment for the topics you choose. Success Benchmarks Leadership Benchmarks B2B Benchmarks B2C Benchmarks Enterprise Benchmarks SMB Benchmarks Agency Benchmarks And more!Learn more about Ascend2 Research-Based Marketing bycalling 800-762-1595 extension 703 or visit Ascend2.com.This Survey SummaryReport is part of a seriesconducted in partnershipwith our participatingResearch Partners.You may adapt, copy,distribute and transmitthis work. However, youmust attribute the workas produced by Ascend2and its Research Partners,but not in any way thatsuggests that theyendorse you or your useof the work.When you share thiscontent, please provide alink back tohttp://ascend2.com15