The State of Customer Engagement in B2C Marketing

Introduction

Digital communications are getting a lot of attention in marketing circles and for good reason; the number of touchpoints continues to grow, making it difficult for marketers to keep up with evolving consumer demands and expectations.

Mitto partnered with Demand Metric at the beginning of 2021 to take the pulse of over 500 marketers
who shared their experience with a variety of digital channels.

Using a survey to collect data, the objective of this research effort was to find out exactly how marketers are using and plan to use digital communications in their customer engagement efforts.

This benchmark report shares insights from 166 marketers at B2C organizations in the United States with more than 1,000 employees.

Table of Contents

1. Executive Summary 
2. Key Findings
3. The Customer Engagement Landscape 
4. Revenue Impact of Digital Communications
5. Digital Channel Adoption Rates
6. Action Plan 
7. Methodology

This 2021 State of Customer Engagement survey was administered online during the period of December 26, 2020 through January 9, 2021. During this period, 505 responses were collected, 166 of which were qualified and complete enough for inclusion in the analysis. Only valid or correlated findings are shared in this report.