Digital Marketing Landscape Benchmark Report

Resource Overview

In November 2013, Demand Metric conducted a benchmarking study, with 518 respondents, to analyze and report on the digital marketing landscape for 2014.


Executive Summary

All marketing is digital marketing” – a statement in various forms that marketers are hearing with more regularity. While the statement is a bit dramatic, it very nearly approaches the truth: Much of what marketers do as they practice their craft is directly or indirectly linked to communication with customers and prospects through some digital channel.

The term “digital marketing” is so broad it’s barely descriptive anymore. An email marketer can rightfully claim that it is marketing digitally, as can the marketer using personalization on a mobile-optimized website. The digital marketing channel is simply a means to an end.  What’s more useful is to consider the end.

What goals are marketers trying to achieve in their digital marketing efforts? Demand Metric, in conjunction with ion interactive, recently completed a study to explore the digital marketing landscape, seeking to determine:

  • The budget and priority allocated to digital experience marketing
  • The platforms on which marketers are creating and deploying digital experiences
  • The degree of sophistication of digital experiences and the influence of that sophistication level on brand perception and revenue growth
  • The scope of approaches currently in use and which ones are having the most impact
  • The benefits and challenges of creating digital experiences
  • The measurements in use to track the impact of digital experiences


Table of Contents

  1. Introduction
  2. Executive Summary
  3. Research Methodology
  4. Digital Marketing Budgets
  5. Digital Experience Creation Priorities
  6. Platforms for Digital Experience
  7. Sophistication of Digital Experiences
  8. Approaches to Digital Experience Creation
  9. Benefits
  10. Challenges
  11. Measurement
  12. Analyst Bottom Line
  13. Acknowledgements

  14. About Demand Metric


Research Methodology

The Demand Metric 2013 Digital Marketing Landscape Survey was administered online during the period of November 7th through November 30th, 2013.  During this period, over 600 responses were collected, of which 518 were qualified and complete enough for inclusion in the analysis.