01Marketers Move to Evolve Journeys, State of Marketing 9 but Data Woes Linger Gaining a single view of the customer is a goal Emerging Channels and Email Show High Growth made even more challenging by the frenzied addition of marketing and communication While video advertising tops both growth charts, B2C teams pump up their email efforts and B2B channels. Customers expect they can switch teams double down on mobile and advertising on new platforms. between any connection — mobile browser, mobile app, social, desktop, and so on — and Actual Channel Growth 2015–2017 have a consistent brand experience. This expectation has sent marketing into a tailspin trying to cover it all. On average, marketing leaders today say 34% of their budget is spent on channels they didn’t know existed B2B* B2C five years ago — and they expect that to reach 40% by 2019. Over the past two years, we’ve seen an explosion 204% Video advertising 141% Video advertising in the use of newer channels like video two-year growth two-year growth advertising, SMS, mobile apps, and native advertising/sponsored content. The percentage 197% SMS/text messaging 106% Email marketing of both B2B and B2C marketers using video two-year growth two-year growth advertising, for example, has risen by triple digits over the last two years. Despite its well-established presence in the 161% Mobile apps 103% Mobile apps two-year growth two-year growth B2C marketer’s toolbox, email is still growing at a significant rate. Email’s number two spot Native advertising/ indicates that marketers may be testing new 147% sponsored content 92% SMS/text messaging channels in conjunction with proven ones to find two-year growth two-year growth combinations that work for their consumers. 130% Advertising on 81% Native advertising/ social platforms sponsored content two-year growth two-year growth * B2B also includes respondents who identified as B2B2C. Salesforce Research This is a partial list. Please refer to the Appendix for complete data.