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

VLC Media Player 2.2.0 - Popular multime...
VLC Media Player is a highly portable multimedia player for various audio and video formats (MPEG-1, MPEG-2, MPEG-4, DivX, MP3, OGG, ...) as well as DVDs, VCDs, and various streaming protocols. It... Read more
Sound Studio 4.7.8 - Robust audio record...
Sound Studio lets you easily record and professionally edit audio on your Mac. Easily rip vinyls and digitize cassette tapes, or record lectures and voice memos. Prepare for live shows with live... Read more
LibreOffice 4.4.1.2 - 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
Freeway Pro 7.0.3 - Drag-and-drop Web de...
Freeway Pro lets you build websites with speed and precision... without writing a line of code! With its user-oriented drag-and-drop interface, Freeway Pro helps you piece together the website of... Read more
Cloud 3.3.0 - File sharing from your men...
Cloud is simple file sharing for the Mac. Drag a file from your Mac to the CloudApp icon in the menubar and we take care of the rest. A link to the file will automatically be copied to your clipboard... Read more
Cyberduck 4.6.5 - FTP and SFTP browser....
Cyberduck is a robust FTP/FTP-TLS/SFTP browser for the Mac whose lack of visual clutter and cleverly intuitive features make it easy to use. Support for external editors and system technologies such... Read more
Firefox 36.0 - Fast, safe Web browser. (...
Firefox for Mac offers a fast, safe Web browsing experience. Browse quickly, securely, and effortlessly. With its industry-leading features, Firefox is the choice of Web development professionals and... Read more
Thunderbird 31.5.0 - Email client from M...
As of July 2012, Thunderbird has transitioned to a new governance model, with new features being developed by the broader free software and open source community, and security fixes and improvements... Read more
VOX 2.4 - Music player that supports man...
VoxIt just sounds better! The beauty is in its simplicity, yet behind the minimal exterior lies a powerful music player with a ton of features & support for all audio formats you should ever need... Read more
A Better Finder Rename 9.46 - File, phot...
A Better Finder Rename is the most complete renaming solution available on the market today. That's why, since 1996, tens of thousands of hobbyists, professionals and businesses depend on A Better... Read more

Get The Whole Story – Lone Wolf Complete...
Get The Whole Story – Lone Wolf Complete is Now Available and On Sale Posted by Jessica Fisher on February 27th, 2015 [ permalink ] Universal App - Designed for iPhone and iPad | Read more »
Check Out the Trailer for the Upcoming F...
Check Out the Trailer for the Upcoming FINAL FANTASY: Record Keeper Posted by Jessica Fisher on February 26th, 2015 [ permalink ] DeNA and Square Enix have announced that | Read more »
Legacy Quest is an Upcoming Rouge-like T...
Legacy Quest is an Upcoming Rouge-like That’ll Kill the Whole Family Posted by Jessica Fisher on February 26th, 2015 [ permalink ] Nexon Co. | Read more »
Grudgeball: Enter the Chaosphere Review
Grudgeball: Enter the Chaosphere Review By Jordan Minor on February 26th, 2015 Our Rating: :: MUSCLE MENUniversal App - Designed for iPhone and iPad Regular Show gets an above average game.   | Read more »
Action RPG League of Angels – Fire Raide...
Gaia is being invaded by the Devil Prince and the demonic Devil Army at his disposal, and it’s up to you and your avatar to defeat him in League of Angels – Fire Raiders. Raise a mighty army from hundreds of recruitable angel heroes and take the... | Read more »
Burn Rubber on the Ice With a New Cars:...
Burn Rubber on the Ice With a New Cars: Fast as Lightning Update Posted by Jessica Fisher on February 26th, 2015 [ permalink ] Universal App - Designed for iPhone and iPad | Read more »
AdVenture Capitalist Review
AdVenture Capitalist Review By Jordan Minor on February 26th, 2015 Our Rating: :: DAS KAPITALUniversal App - Designed for iPhone and iPad An inadvertent Marxist manifesto.   | Read more »
Monster vs Sheep Review
Monster vs Sheep Review By Jennifer Allen on February 25th, 2015 Our Rating: :: SAMEY FUNUniversal App - Designed for iPhone and iPad What Monster vs Sheep lacks in variety it makes up for with stress relieving fun. At least, for a... | Read more »
Is Your Face Ready for the New Outwitter...
Is Your Face Ready for the New Outwitters 2.0 Trailer? Posted by Jessica Fisher on February 25th, 2015 [ permalink ] One Man Left Studios has announced that their turn-based strategy game, | Read more »
HowToFormat Review
HowToFormat Review By Jennifer Allen on February 25th, 2015 Our Rating: :: USEFUL TIPSiPhone App - Designed for the iPhone, compatible with the iPad Making a presentation and want to get it just right? HowToFormat teaches you how... | Read more »

Price Scanner via MacPrices.net

Apple restocks refurbished Mac minis for up t...
The Apple Store has restocked Apple Certified Refurbished 2014 Mac minis, with models available starting at $419. Apple’s one-year warranty is included with each mini, and shipping is free: - 1.4GHz... Read more
Save up to $50 on iPad Air 2s, NY tax only, f...
 B&H Photo has iPad Air 2s on sale for $50 off MSRP including free shipping plus NY sales tax only: - 16GB iPad Air 2 WiFi: $469.99 $30 off - 64GB iPad Air 2 WiFi: $549 $50 off - 128GB iPad Air 2... Read more
16GB iPad Air 2 on sale for $447, save $52
Walmart has the 16GB iPad Air 2 WiFi on sale for $446.99 on their online store for a limited time. Choose free shipping or free local store pickup (if available). Sale price for online orders only,... Read more
iMacs on sale for up to $205 off MSRP
B&H Photo has 21″ and 27″ iMacs on sale for up to $205 off MSRP including free shipping plus NY sales tax only: - 21″ 1.4GHz iMac: $1029 $70 off - 21″ 2.7GHz iMac: $1199 $100 off - 21″ 2.9GHz... Read more
Apple Takes 89 Percent Share of Global Smartp...
According to the latest research from Strategy Analytics, global smartphone operating profit reached US$21 billion in Q4 2014. The Android operating system captured a record-low 11 percent global... Read more
New Travel Health App “My Travel Health” iOS...
Rochester, Minnesota based Travel Health and Wellness LLC has announced that its new iOS app help safeguard the user’s health when traveling abroad — “My Travel Health” is now available on the Apple... Read more
Sale! MacBook Airs for up to $115 off MSRP
B&H Photo has MacBook Airs on sale for up to $100 off MSRP. Shipping is free, and B&H charges NY sales tax only: - 11″ 128GB MacBook Air: $799 100 off MSRP - 11″ 256GB MacBook Air: $999 $100... Read more
15-inch 2.0GHz Retina MacBook Pro (refurbishe...
The Apple Store has Apple Certified Refurbished previous-generation 15″ 2.0GHz Retina MacBook Pros available for $1489 including free shipping plus Apple’s standard one-year warranty. Their price is... Read more
Wither The iPad mini? End Of The Road Imminen...
AppleDailyReport’s Dennis Sellers predicts that the iPad mini is going to be left to wither on the vine, as it were, and then just allowed to fade away — a casualty of the IPhone 6 Plus and other... Read more
Android and iOS Duopoly Owns 96.3% of Smartph...
IDC reports that Android and iOS inched closer to total domination of the worldwide smartphone market in both the fourth quarter (4Q14) and the calendar year 2014 (CY14). According to data from the... Read more

Jobs Board

Sr. Technical Services Consultant, *Apple*...
**Job Summary** Apple Professional Services (APS) has an opening for a senior technical position that contributes to Apple 's efforts for strategic and transactional Read more
Event Director, *Apple* Retail Marketing -...
…This senior level position is responsible for leading and imagining the Apple Retail Team's global engagement strategy and team. Delivering an overarching brand Read more
*Apple* Pay - Site Reliability Engineer - Ap...
**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
*Apple* Solutions Consultant - Retail Sales...
**Job Summary** The ASC is an Apple employee who serves as an Apple brand ambassador and influencer in a Reseller's store. The ASC's role is to grow Apple Read more
*Apple* Solutions Consultant - Retail Sales...
**Job Summary** As an Apple Solutions Consultant (ASC) you are the link between our customers and our products. Your role is to drive the Apple business in a retail Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.