Appendix A State of Marketing 38 Customer Experience Is the Brand Battlefield Marketers plan to increase spend for social more than any other channel. Although social media marketing tops the list of spend for all marketers, other top areas of spend vary by performance level. Percentage of Marketing Leaders Who Are Increasing Spend in Each Area over the Next 12 Months 66% 66% 65% Social media Advertising on Website marketing social platforms Top Channel Spend Top Channel Spend Top Channel Spend for High Performers for Moderate Performers for Underperformers Social media Social media Social media 1 marketing marketing marketing Advertising on Advertising on Website 2 social platforms social platforms Video Mobile apps Advertising on 3 advertising social platforms Salesforce Research