About SurveyMonkey
With over a decade of experience in survey methodology and web technology, SurveyMonkey is the world’s leading provider of web-based survey solutions. Millions of companies, organizations and individuals trust SurveyMonkey to provide quality data through a simple, yet powerful, solution for making smart, informed decisions. Easy enough for anyone to use and powerful enough for virtually all Fortune 500 companies, SurveyMonkey provides custom designs and logic, along with access to a panel of people who can answer surveys, if needed. Their products and services provide customers unparalleled access to business-critical information. In order to drive new customers and acquire more revenue, SurveyMonkey relies on a growing paid search program that operates globally across Google, Yahoo! Bing, and Yahoo! Japan.
Using Marin Software, we can now factor lifetime customer value into our bidding strategy; and with Marin’s bidding algorithm, we’ve seen tremendous results. Most importantly, Marin’s solution and global presence has given us the confidence to enter new markets to continue growing our business abroad.
A need for customer conversion types to assign lifetime value
SurveyMonkey generates revenue by driving signups for their three types of professional accounts (Select, Gold and Platinum). To measure the effectiveness of their paid search program in generating signups, they initially relied on a cost-per-acquisition (CPA) metric. However, this proved inadequate because all conversions were treated equally, regardless of which professional account signup was generated. Since pricing varies across these paid accounts, different signups result in varying customer lifetime values (LTV). SurveyMonkey needed a method of assigning revenue values to each of their three account signups. To optimize performance across geographies and business units which vary in LTV, they looked for a solution that could automatically calculate revenue maximizing bids.
As an established and trusted brand, SurveyMonkey looked to capitalize on additional revenue opportunities by expanding their business abroad. Language barriers and publisher reach limited the countries they could enter. Meanwhile, porting their paid search program, which spans three business units, into untested markets proved to be an impasse. SurveyMonkey wanted a management platform that not only has a global footprint, but is also integrated with international publishers. Combined, they needed both a platform and publisher integration to help them expand campaigns at scale and align their business units with local market needs.
To engage more customers and increase signups and upgrades, SurveyMonkey continuously tests their landing pages and creative. With over one million active creative assets, they struggled to keep track of changes and found it difficult to roll up performance data based on test type and geography. Calculating statistical significance was highly manual and was prioritized for top performing ad groups. In order to scale their reporting and optimization efforts, SurveyMonkey needed a way to segment and roll up performance data across publishers, geographies, and test types. Additionally, they required tools that could not only scale creative management, but automatically identify statistically significant test results.
AB testing and dimensions helped SurveyMonkey roll up performance based on custom categories
By leveraging Marin’s custom revenue model, SurveyMonkey is able to assign LTVs to individual Select, Gold, and Platinum account signups. Geo-targeted campaigns are linked to bidding Folders where the assigned LTVs and margin targets align with goals by geography and business unit. These optimization criteria, coupled with Marin’s patented bidding algorithm, enable SurveyMonkey to maximize keyword revenue and confidently expand their paid search program abroad. Marin’s excluded dates functionality provides them with more control over the algorithm by excluding outlying performance data from bid calculations. The flexibility of Marin’s dynamic revenue model allows SurveyMonkey to adjust LTVs on-the-fly for calculating optimal bids, even as performance changes across local markets.
Marin’s global footprint gave SurveyMonkey the assurance to grow their spend into untested markets. Consistency in global services and platform integrations provides SurveyMonkey with a unified paid search program that is managed and optimized to achieve their overall business goal. Support for Yahoo! Japan opens the door to the Japanese paid search market at a low activation cost. Marin’s copy and replace features enable SurveyMonkey to quickly and easily replicate and align campaigns across geographies and between publishers, streamlining campaign expansion for their three business units.
SurveyMonkey leverages Marin Dimensions to roll up creative performance by test type and geography. Within each of their landing page and AB tests, creative are tagged with a common identifier that allows data to be rolled up and reported on across accounts and publishers. Marin’s AB Testing tool continuously calculates statistical significance based on custom test criteria and automatically identifies top-performing creative, allowing SurveyMonkey to pause underperforming creative. Leveraging elements from the winning creative allows SurveyMonkey to continuously test new creative and optimize ad groups at scale.
Saving time with campaign management has allowed SurveyMonkey to expand their effort
Using Marin Software, SurveyMonkey was able to manage and optimize their paid search program with impressive results. Leveraging geo-specific LTVs and business goals, Marin’s automated bidding algorithm uncovered high-value keywords that were once bid down due to a high CPA. By identifying and optimizing for these keywords, SurveyMonkey increased their overall LTV by 150% for key international campaigns. With LTV driving their bidding strategy, SurveyMonkey successfully doubled their spend internationally. Dimensions and Marin’s AB Testing tool have reduced the amount of time spent on campaign management by 40%, allowing SurveyMonkey to invest more time testing new opportunities and growing their business.
In 2024, marketing wasn’t just about selling - it was about creating experiences that left audiences saying, "Did they just read my mind?" This year’s trends screamed, “Level up!” AI handled the heavy lifting, social platforms redefined connection (goodbye old Twitter, hello Threads), and authenticity remained essential. Brands that thrived rode these trends to build deeper, more genuine connections.
Every great navigator knows the best maps are drawn from experience - so let’s dive into 2024’s top digital marketing trends!
1. Artificial Intelligence (AI) Integration
AI became central to marketing, enhancing personalization and efficiency. Generative AI tools like ChatGPT, Jasper, and DALL-E drove content creation for everything from product descriptions to ad creatives. Tools like Meta’s Advantage+, Google’s Performance Max, and TikTok’s Symphony automated ad creation based on user behavior. According to Deloitte’s 2024 State of Generative AI report, 34% of organizations identified productivity gains as the most important benefit, and 67% increased their AI investments.
Predictive analytics also took off, with AI tools like Salesforce Einstein and Adobe Sensei providing insights into audience behavior. Brands using Marin’s dynamic budget allocation saw at least a 10% increase in ROI when AI managed their budgets. Conversational AI tools like OpenAI’s ChatGPT API and Drift enabled real-time customer service, with 82% of consumers preferring chatbots over waiting for human representatives.
AI-powered Martech platforms like HubSpot’s Operations Hub streamlined workflows by automating tasks like lead scoring and email scheduling. 62% of marketing activities are now performed using Martech tools, and spending is expected to grow to 30.9% of marketing budgets within five years.
However, AI also raised concerns. The World Economic Forum reported that 23% of jobs will change by 2027 due to AI. Ethical concerns around data privacy and algorithmic fairness prompted companies like IBM and Microsoft to adopt AI ethics guidelines. AI’s future isn’t about replacing creativity - it’s about amplifying it with the right tools.
To Do: Integrate AI-powered tools for content creation, predictive analytics, and automation to boost efficiency and deliver personalized customer experiences.
2. Evolution of Social Media and Community-Focused Platforms
Social media saw major shifts in 2024, with Threads and BlueSky emerging as alternatives to X (formerly Twitter). Platforms like Discord and Reddit solidified their roles as hubs for engaged, topic-specific communities. Brands that successfully tapped into these spaces fostered deeper loyalty and more authentic interactions.
Short-form video content ruled, with 54% of marketers using TikTok, Instagram Reels, and YouTube Shorts - the highest adoption among content formats. 83% of marketers found short-form videos the most effective, prompting 42% of non-users to plan adoption within the year.
Authenticity took precedence, with 68% of consumers favoring relatable content over polished productions. Nano and micro-influencers thrived, achieving higher engagement rates by fostering genuine connections. The rise of social commerce turned platforms into shopping hubs, with features like Instagram Shopping and TikTok’s in-app purchasing simplifying the path from discovery to purchase.
To Do: Prioritize short-form video and community engagement on platforms like Discord, Reddit, and Threads to build loyalty and boost authenticity.
3. Continued Rise of Retail Media Networks
Retail media networks (RMNs) have emerged as a pivotal force in digital advertising, with projections indicating that U.S. omnichannel retail media ad spend will reach $54.85 billion in 2024, marking a 26% year-over-year growth. This surge is driven by retail giants like Amazon, Walmart, Target, and Kroger, which have expanded their ad networks to offer brands valuable first-party data for highly targeted campaigns.
The appeal of RMNs lies in their ability to merge contextual targeting with purchase data, enhancing ad relevance and directly linking them to sales outcomes. Industries such as consumer packaged goods (CPG), beauty, and electronics have increasingly leveraged these networks, with 32% of marketers planning to boost their RMN investments in 2025.
The retail media landscape has further diversified with platforms like Instacart Ads and Uber’s Journey Ads, enabling brands to engage consumers at critical decision-making moments. Notably, Kroger's retail media network, Kroger Precision Marketing, is forecasted to grow by 20% in 2024, underscoring the sector's robust expansion. Overall, the retail media market is expected to reach $82 billion in spending by 2027, reflecting its significant and sustained growth trajectory.
To Do: Review retail media networks for ad placement opportunities to leverage first-party data and reach your consumers at critical buying moments.
4. Emphasis on Personalized Marketing
In 2024, personalized marketing proved essential for customer engagement. 80% of consumers were more likely to purchase from brands offering tailored experiences, underscoring the need for relevance in marketing strategies. Companies that implemented advanced personalization reported a $20 return for every $1 spent, demonstrating the substantial ROI personalization delivers.
However, challenges remained. 40% of B2B companies cited personalization hurdles due to budget constraints and data management complexities. Despite these obstacles, the benefits continued to drive innovation, with brands leveraging AI and data analytics to enhance customer experiences and stay competitive. Personalized marketing wasn’t just a trend - it became a core driver of business success.
To Do: Implement AI-driven personalization strategies and messaging to enhance your customer engagement and maximize ROI. When in doubt - test, test, test!
5. Focus on Data Privacy and Compliance
Google’s reversal on phasing out third-party cookies in Chrome marked a major development in 2024. 70% of senior marketers welcomed the decision, while 38% of UK consumers planned to opt out of third-party cookies. Brands pivoted to first-party data strategies and AI-driven analytics to personalize experiences responsibly.
Regulatory changes added pressure. In the U.S., the Consumer Financial Protection Bureau (CFPB) proposed rules to regulate data brokers and protect consumer data. In the EU, the Artificial Intelligence Act introduced strict guidelines for AI transparency and ethical data use. These changes highlighted the need for marketers to balance innovation with compliance and trust.
To Do: Strengthen your first-party data strategy and ensure compliance with evolving privacy regulations to maintain trust and personalization capabilities.
6. Adoption of Immersive Technologies
Immersive tech continued to evolve in 2024. Versace used AR filters and gaming platforms for product launches, and Valentino Beauty introduced smart mirrors for virtual try-ons. Disney integrated AR and VR into theme parks, offering interactive rides and AR scavenger hunts.
Yet, mass adoption lagged. Apple’s Vision Pro headset struggled, selling just 370,000 units in its first three quarters, leading to scaled-back production. High costs and limited content kept consumers hesitant. Still, the global AR/VR market is projected to grow from $62.76 billion in 2023 to $299.24 billion by 2030. Brands that embrace these tools now will be ready for a future where digital experiences feel more real than ever.
To Do: Where appropriate, evaluate potential AR and VR partnerships to create interactive brand experiences and stay ahead of the immersive tech curve.
So, what does all of this mean for you as a digital marketer entering 2025? The biggest lesson from 2024 was that yesterday’s strategies won’t carry you into tomorrow. Gen Z and Millennials demanded purpose-driven, tech-savvy marketing that didn’t just make promises but delivered on them. Immersive tech, influencer partnerships, and ethically sound data practices set the stage for what’s next. As digital marketing continues its rapid evolution, one thing is clear: brands that prioritize trust, innovation, and personalization will lead the charge.
If 2024 was the year of adaptation, 2025 is shaping up to be the year of acceleration. Stay tuned for our follow-up piece, “Performance Marketing Trends for 2025,” where we’ll unpack the opportunities, challenges, and innovations shaping the year ahead.
