Gartner: digital marketing budgets will increase by 10% this year
TweetFollow Us on Twitter

Gartner: digital marketing budgets will increase by 10% this year

Digital marketing budgets will rise by 10% in 2014, following a double-digit percentage increase in 2013, according to a survey of marketing executives by Gartner, Inc. The survey found that, on average, companies spent 10.7% of their annual 2013 revenue on overall marketing activities, with digital marketing spending averaging 3.1 percent of revenue.

These findings are included in Gartner's "Digital Marketing Spending" report that's based on a survey of 285 individuals located in the U.S., but answering mainly for their entire organization (only 21% reported U.S.-only data). Respondents represent organizations with more than $500 million in annual revenue (average revenue $4.4 billion) across eight industries: financial services and insurance, high-tech, communications, manufacturing, media, retail, government and healthcare. The survey took place from July through September 2013.

"Marketing leaders are securing bigger budgets to define markets, develop offerings, and attract, acquire and retain customers," says Yvonne Genovese, managing vice president at Gartner. "Digital marketing is taking an increasing share of the marketing budget with annual digital marketing operating budgets totaling 3.1% of a company's revenue in 2013, as compared with 2.6% in 2012, representing a 20% increase."

Eleven percent of respondents said they spent more than half of their marketing budgets on digital activities in 2013 compared with only 3% in 2012. Digital marketing represented an average of 28.5% of the total marketing budget in 2013, as compared with 25.5% in 2012. A further survey finding was that 77% of companies have a chief customer officer (CCO) or the equivalent.

"Customer experiences with a brand or organization span so many channels — both online and off — that customers have come to expect consistent experiences, no matter where an interaction initially takes place," says Laura McLellan, research vice president at Gartner. "Customer touchpoints include websites, mobile apps, social profiles, directory listings, on-site search, email interactions, communities, call center and more; hence, the increasing popularity of the role of the chief customer officer to help guide the customer right through the buying cycle and beyond."

Eighty-one percent of organizations were also found to have a chief marketing technologist in 2013, up from 70% in 2012.

"Tracking and responding to audience intent and delivering contextually relevant experiences to influence a complex purchase path is among the great challenges faced by digital marketers today," says Jake Sorofman, research director at Gartner. "This requires a marketing technology leader who understands the requirements and issues associated with joining together disparate data sources and technologies, and who has a vision for future marketing requirements."

When it comes to budget allocation, marketing leaders support a diverse, and increasingly complex, marketing mix. The survey found that 12.% — the biggest share of their digital marketing budget — was allocated to digital advertising in 2013, just as in 2012. However, marketers continue to wrestle with digital advertising's effectiveness. Industry associations, advertising agencies, media, technology, and metrics providers and brand advertisers are all working to address this concern by improving attribution models and cracking down on phony Web traffic.

Design, development and maintenance of the corporate website account for the second-largest share of digital marketing budgets as the increase of inbound marketing channels such as social networks, customer forums and the blogosphere creates more traffic on the corporate website. Digital commerce, social marketing and mobile marketing — three activities that increasingly overlap — are closely tied for the third-largest share of digital marketing budgets. In 2014, marketers plan to make long overdue expenditures for mobile marketing tools and techniques.

"Until now, many marketers have taken a cautious approach to mobile because it involves so many variables such as different operating systems, devices and carriers," says Michael McGuire, research vice president at Gartner. "Now that more than 50 percent of American adults are smartphone owners, marketers are compelled to develop mobile strategies that ensure their products and services can be found, and purchased, by consumers on the go."

More detailed analysis and additional survey results are available in the free report "Digital Marketing Budgets Increase, Reflecting Focus on Customer Experience." The report is available on Gartner's website at http://www.gartner.com/dmspend.

 

Community Search:
MacTech Search:

Software Updates via MacUpdate

NetShade 6.3.1 - Browse privately using...
NetShade is an anonymous proxy and VPN app+service for Mac. Unblock your Internet through NetShade's high-speed proxy and VPN servers spanning seven countries. NetShade masks your IP address as you... Read more
Dragon Dictate 4.0.7 - Premium voice-rec...
With Dragon Dictate speech recognition software, you can use your voice to create and edit text or interact with your favorite Mac applications. Far more than just speech-to-text, Dragon Dictate lets... Read more
Persecond 1.0.2 - Timelapse video made e...
Persecond is the easy, fun way to create a beautiful timelapse video. Import an image sequence from any camera, trim the length of your video, adjust the speed and playback direction, and you’re done... Read more
GIMP 2.8.14p2 - Powerful, free image edi...
GIMP is a multi-platform photo manipulation tool. GIMP is an acronym for GNU Image Manipulation Program. The GIMP is suitable for a variety of image manipulation tasks, including photo retouching,... Read more
Sandvox 2.10.2 - Easily build eye-catchi...
Sandvox is for Mac users who want to create a professional looking website quickly and easily. With Sandvox, you don't need to be a Web genius to build a stylish, feature-rich, standards-compliant... Read more
LibreOffice 5.0.1.2 - Free, open-source...
LibreOffice is an office suite (word processor, spreadsheet, presentations, drawing tool) compatible with other major office suites. The Document Foundation is coordinating development and... Read more
f.lux 36.1 - Adjusts the color of your d...
f.lux makes the color of your computer's display adapt to the time of day, warm at night and like sunlight during the day. Ever notice how people texting at night have that eerie blue glow? Or wake... Read more
VirtualBox 5.0.2 - x86 virtualization so...
VirtualBox is a family of powerful x86 virtualization products for enterprise as well as home use. Not only is VirtualBox an extremely feature rich, high performance product for enterprise customers... Read more
File Juicer 4.43 - Extract images, video...
File Juicer is a drag-and-drop can opener and data archaeologist. Its specialty is to find and extract images, video, audio, or text from files which are hard to open in other ways. In computer... Read more
Apple MainStage 3.2 - Live performance t...
MainStage 3 makes it easy to bring to the stage all the same instruments and effects that you love in your recording. Everything from the Sound Library and Smart Controls you're familiar with from... Read more

ReBoard: Revolutionary Keyboard (Utilit...
ReBoard: Revolutionary Keyboard 1.0 Device: iOS Universal Category: Utilities Price: $1.99, Version: 1.0 (iTunes) Description: Do everything within the keyboard without switching apps! If you are in WhatsApp, how do you schedule a... | Read more »
Tiny Empire (Games)
Tiny Empire 1.1.3 Device: iOS Universal Category: Games Price: $2.99, Version: 1.1.3 (iTunes) Description: Launch cannonballs and blow tiny orcs into thousands of pieces in this intuitive fantasy-themed puzzle shooter! Embark on an... | Read more »
Astropad Mini (Productivity)
Astropad Mini 1.0 Device: iOS iPhone Category: Productivity Price: $4.99, Version: 1.0 (iTunes) Description: *** 50% off introductory price! ​*** Get the high-end experience of a Wacom tablet at a fraction of the price with Astropad... | Read more »
Emo Chorus (Music)
Emo Chorus 1.0.0 Device: iOS Universal Category: Music Price: $1.99, Version: 1.0.0 (iTunes) Description: Realistic Choir simulator ranging from simple Chorus emulation to full ensemble Choir with 128 members. ### introductory offer... | Read more »
Forest Spirit (Games)
Forest Spirit 1.0.5 Device: iOS Universal Category: Games Price: $2.99, Version: 1.0.5 (iTunes) Description: | Read more »
Ski Safari 2 (Games)
Ski Safari 2 1.0 Device: iOS Universal Category: Games Price: $1.99, Version: 1.0 (iTunes) Description: The world's most fantastical, fun, family-friendly skiing game is back and better than ever! Play as Sven's sister Evana, share... | Read more »
Lara Croft GO (Games)
Lara Croft GO 1.0.47768 Device: iOS Universal Category: Games Price: $4.99, Version: 1.0.47768 (iTunes) Description: Lara Croft GO is a turn based puzzle-adventure set in a long-forgotten world. Explore the ruins of an ancient... | Read more »
Whispering Willows (Games)
Whispering Willows 1.23 Device: iOS Universal Category: Games Price: $4.99, Version: 1.23 (iTunes) Description: **LAUNCH SALE 50% OFF** - Whispering Willows is on sale for 50% off ($4.99) until September 9th. | Read more »
Calvino Noir (Games)
Calvino Noir 1.1 Device: iOS iPhone Category: Games Price: $3.99, Version: 1.1 (iTunes) Description: The film noir stealth game. Calvino Noir is the exploratory, sneaking adventure through the 1930s European criminal underworld.... | Read more »
Angel Sword (Games)
Angel Sword 1.0 Device: iOS Universal Category: Games Price: $6.99, Version: 1.0 (iTunes) Description: Prepare to adventure in the most epic full scale multiplayer 3D RPG for mobile! Experience amazing detailed graphics in full HD.... | Read more »

Price Scanner via MacPrices.net

Big Grips Lift Handle For iPad Air and iPad A...
KEM Ventures, Inc. which pioneered the extra-large, super-protective iPad case market with the introduction of Big Grips Frame and Stand in 2011, is launching Big Grips Lift featuring a new super-... Read more
Samsung Launches Galaxy Tab S2, Its Most Powe...
Samsung Electronics America, Inc. has announced the U.S. release of the Galaxy Tab S2, its thinnest, lightest, ultra-fast tablet. Blending form and function, elegant design and multitasking power,... Read more
Tablet Screen Sizes Expanding as iPad Pro App...
Larger screen sizes are gaining favor as the tablet transforms into a productivity device, with shipments growing 185 percent year-over-year in 2015. According to a new Strategy Analytics’ Tablet... Read more
Today Only: Save US$50 on Adobe Elements 13;...
Keep the memories. lose the distractions. Summer’s winding down and it’s time to turn almost perfect shots into picture perfect memories with Elements 13. And get the power to edit both photos and... Read more
1.4GHz Mac mini on sale for $449, save $50
Best Buy has the 1.4GHz Mac mini on sale for $50 off MSRP on their online store. Choose free shipping or free local store pickup (if available). Price for online orders only, in-store price may vary... Read more
12-inch 1.1GHz Gold MacBook on sale for $1149...
B&H Photo has the 12″ 1.1GHz Gold Retina MacBook on sale for $1149.99 including free shipping plus NY sales tax only. Their price is $150 off MSRP, and it’s the lowest price available for this... Read more
27-inch 3.3GHz 5K iMac on sale for $1849, sav...
Best Buy has the 27″ 3.3GHz 5K iMac on sale for $1849.99. Their price is $150 off MSRP, and it’s the lowest price available for this model. Choose free shipping or free local store pickup (if... Read more
Worldwide Tablet Shipments Expected to Declin...
Does Apple badly need a touchscreen convertible/hybrid laptop MacBook? Yes, judging from a new market forecast from the International Data Corporation (IDC) Worldwide Quarterly Tablet Tracker, which... Read more
Continued PC Shipment Shrinkage Expected Thro...
Worldwide PC shipments are expected to fall by -8.7 percent in 2015 and not stabilize until 2017, according to the latest International Data Corporation (IDC) Worldwide Quarterly PC Tracker data. The... Read more
Imminent iPhone 6s Announcement Leads To 103%...
NextWorth Solutions, with its online and in-store electronics trade-in programs including http://NextWorth.com, reports that it has experienced a 103 percent surge in quoted trade-in values over the... Read more

Jobs Board

*Apple* Music, Business Operations - Apple I...
Changing the world is all in a day039s work at Apple . If you love innovation, here039s your chance to make a career of it. You039ll work hard. But the job comes with Read more
WW *Apple* Retail Online Store: Customer In...
**Job Summary** The Apple Retail - Online Store is seeking an experienced web merchandising analytics professional to join the Customer Insights Team. The Web Read more
Senior Payments Security Manager - *Apple*...
**Job Summary** Apple , Inc. is looking for a highly motivated, innovative and hands-on senior payments security manager to join the Apple Pay security team. You will Read more
Software QA Engineer, *Apple* Pay Security...
**Job Summary** Imagine what you could do here. At Apple , great ideas have a way of becoming great products, services, and customer experiences very quickly. Bring Read more
Business Process Engineer ( *Apple* Online S...
**Job Summary** The Apple Online Support Planning team is looking for an experienced Business Process engineer to lead key business process improvement initiatives Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.