<p>The State of Marketing
THE INCITE MARKETING REPORT 2017
Personalization, Content, Storytelling and Attribution as the
Core Competencies of the Marketing Department of the future
incite-group.com
2
Real Engagement in the Age of Personalization
incite-group.com/east
Introduction
Welcome to Incite Group’s second State of Marketing Report. This
comprehensive white paper is based on original research. It provides
keen current market insights and importantly, it also compares shifts in the
market as well as in priorities from last year’s report.
The research highlights these changes as well as identifies new trends
and areas of interest. These benchmarks will be useful in sizing up your
strategies with those of your peers around the globe.
Incite Group recognizes that different users have different use cases and so
we separate the corporate end-user marketers from the broader marketing
community.
The international survey features respondents from every geographical
region and across industry sectors including agencies, B2B & B2C marketers,
and digital social media.
The report focuses on three major areas that are key to marketing success:
content and story-telling, marketing attribution, and personalization. These
three topics remain the most important priorities for leaders in this field.
In fact, these three major themes are spotlighted, with each featuring an
independent conference track, at the upcoming Incite Marketing Summit.
It will be held in New York on October 24 and 25.
The summit focuses on essential changes needed to market effectively,
engaging customers who are tired of marketing. The agenda is built around
the priorities of in-house marketers and features more than 60 senior
executives from household name brands (American Express, Chobani,
Denny’s, Hiscox, GE).
3
Real Engagement in the Age of Personalization
incite-group.com/east
Methodology
The report is based solely on responses to a wide-ranging survey conducted
from February through mid-April of this year. There were nearly