Don’t let your backlog get in the way of innovation
By Kalev Peekna, Ryan Schulz
2021 Digital Marketing Survey
Digital transformation. Check. Marketing execs focus on what's next.
A lot happened in 2020. Ready or not, marketing execs were catapulted into digital. They had to find new ways to reach customers and conduct business–all with drastically reduced budgets and shaky resources. But they proved they could do it.
Now what?
After spending so many years focused on transformation, now that we’ve arrived, what’s next? How will marketing execs lead in this new landscape? What new goals are they setting? Will organizations continue to invest in digital, or will they revert back to the old way of doing things? One North took the initiative to find out.
In conjunction with YouGov, we surveyed 201 US digital marketing executives with a goal of understanding how they are:
- reexamining their strategies
- recalibrating their resources
- reevaluating investments
- recharting their future course
We also aimed to further understand how the business and competitive landscapes have changed over the last 18 months, and what projections look like for the next 24 months.
There’s a lot to be excited about
Our research shows not only did marketers survive the pandemic, they thrived. Today, marketers are in a strong position for the future.
54 %
of respondents saw budgets increase in 2021. 71 %
report digital technology is working well. 77 %
say their organizations are open to change.“Everything is digital now, and we need to move forward with that assumption.”
– Kalev Peekna, Chief Strategist at One North
Download the executive summary of our findings to learn more about what’s ahead for digital marketing execs, including:
- how strategies have changed compared to 2020, and how they’re expected to change over the next 24 months
- the impact that increased digital sales has had on marketing strategies and budgets
- what the marketing mix currently looks like, and how it’s expected to evolve
- how marketing and organization goals are changing in the wake of the pandemic
- which external resources marketers are relying on to help them meet their strategies and goals
- four key takeaways for marketers as they continue to push ahead
* Our research study surveyed 201 US marketing and digital executives and was fielded in July 2021. 81 percent of respondents have final decision-making authority for both digital tool and digital marketing hires.
**Clicking the link above will take you to a form that allows you to download an executive summary of our findings.
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Jen Frost
Managing Director, Marketing
Jen Frost is Managing Director of Marketing at One North. She works closely with the Digital Strategy, Experience Design and Technology teams to develop and enhance One North client communication and exterior messaging strategy. In addition, she provides general marketing direction for One North and promotes internal culture.
Kalev Peekna
Managing Director, Head of Practice
Ryan Horner
Managing Director, Technology
