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

Four apps to help improve your Super Bow...
Super Bowl Sunday is upon us, and whether you’re a Panthers or a Broncos fan you’re no doubt gearing up for it. [Read more] | Read more »
LooperSonic (Music)
LooperSonic 1.0 Device: iOS Universal Category: Music Price: $4.99, Version: 1.0 (iTunes) Description: LooperSonic is a multi-track audio looper and recorder that will take your loops to the next level. Use it like a loop pedal to... | Read more »
Space Grunts guide - How to survive
Space Grunts is a fast-paced roguelike from popular iOS developer, Orange Pixel. While it taps into many of the typical roguelike sensibilities, you might still find yourself caught out by a few things. We delved further to find you some helpful... | Read more »
Dreii guide - How to play well with othe...
Dreii is a rather stylish and wonderful puzzle game that’s reminiscent of cooperative games like Journey. If that sounds immensely appealing, then you should immediately get cracking and give it a whirl. We can offer you some tips and tricks on... | Read more »
Kill the Plumber World guide - How to ou...
You already know how to hop around like Mario, but do you know how to defeat him? Those are your marching orders in Kill the Plumber, and it's not always as easy as it looks. Here are some tips to get you started. This is not a seasoned platform... | Read more »
Planar Conquest (Games)
Planar Conquest 1.0 Device: iOS Universal Category: Games Price: $12.99, Version: 1.0 (iTunes) Description: IMPORTANT: Planar Conquest is compatible only with iPad 3 & newer devices, iPhone 5 & newer. It’s NOT compatible with... | Read more »
We talk to Cheetah Mobile about its plan...
Piano Tiles 2 is a fast-paced rhythm action high score chaser out now on iOS and Android. You have to tap a series of black tiles that appear on the screen in time to the music, being careful not to accidentally hit anywhere else. Do that and it's... | Read more »
Ultimate Briefcase guide - How to dodge...
Ultimate Briefcase is a simple but tricky game that’s highly dependent on how fast you can react. We can still offer you a few tips and tricks on how to survive though. Guess what? That’s exactly what we’re going to do now. Take it easy [Read more... | Read more »
SoundPrism Link Edition (Music)
SoundPrism Link Edition 1.0 Device: iOS Universal Category: Music Price: $4.99, Version: 1.0 (iTunes) Description: ***Introductory price for a the first few days after launch - if you're reading this, get it while it's fresh out of... | Read more »
Pre-register now for hack and slasher An...
Fincon, which won Facebook's Studio to Watch award in 2015, has announced that pre-registration is now open for the massive 3.0 update for its award-winning hack and slasher Angel Stone. Angel Stone is a post-apocalyptic action RPG in which the... | Read more »

Price Scanner via MacPrices.net

iPads on sale at Target: $100 off iPad Air 2,...
Target has WiFi iPad Air 2s and iPad mini 4s on sale for up to $100 off MSRP on their online store for a limited time. Choose free shipping or free local store pickup (if available). Sale prices for... Read more
Target offers Apple Watch for $100 off MSRP
Target has Apple Watches on sale for $100 for a limited time. Choose free shipping or free local store pickup (if available). Sale prices for online orders only, in-store prices may vary: - Apple... Read more
Apple refurbished 2014 13-inch Retina MacBook...
Apple has Certified Refurbished 2014 13″ Retina MacBook Pros available for up to $400 off original MSRP, starting at $979. An Apple one-year warranty is included with each model, and shipping is free... Read more
Macs available for up to $300 off MSRP, $20 o...
Purchase a new Mac or iPad using Apple’s Education Store and take up to $300 off MSRP. All teachers, students, and staff of any educational institution qualify for the discount. Shipping is free, and... Read more
Watch Super Bowl 50 Live On Your iPad For Fre...
Watch Super Bowl 50 LIVE on the CBS Sports app for iPad and Apple TV. Get the app and then tune in Sunday, February 7, 2016 at 6:30 PM ET to catch every moment of the big game. The CBS Sports app is... Read more
Two-thirds Of All Smart Watches Shipped In 20...
Apple dominated the smart watch market in 2015, accounting for over 12 million units and two-thirds of all shipments according to Canalys market research analysts’ estimates. Samsung returned to... Read more
12-inch 1.2GHz Retina MacBooks on sale for up...
B&H Photo has 12″ 1.2GHz Retina MacBooks on sale for $180 off MSRP. Shipping is free, and B&H charges NY tax only: - 12″ 1.2GHz Gray Retina MacBook: $1499 $100 off MSRP - 12″ 1.2GHz Silver... Read more
12-inch 1.1GHz Gray Retina MacBook on sale fo...
B&H Photo has the 12″ 1.1GHz Gray Retina MacBook on sale for $1199 including free shipping plus NY sales tax only. Their price is $100 off MSRP, and it’s the lowest price available for this model... Read more
Apple now offering full line of Certified Ref...
Apple now has a full line of Certified Refurbished 2015 21″ & 27″ iMacs available for up to $350 off MSRP. Apple’s one-year warranty is standard, and shipping is free. The following models are... Read more
Free GUI Speedometer – The Ultimate Digital D...
Miami, Florida based RMKapps has announced the official release of GUI Speedometer 1.0, their digital dashboard display developed for iOS devices. GUI Speedometer allows users to track their precise... Read more

Jobs Board

*Apple* Subject Matter Expert - Experis (Uni...
This position is for an Apple Subject Matter Expert to assist in developing the architecture, support and services for integration of Apple devices into the domain. Read more
*Apple* Macintosh OSX - Net2Source Inc. (Uni...
…: * Work Authorization : * Contact Number(Best time to reach you) : Skills : Apple Macintosh OSX Location : New York, New York. Duartion : 6+ Months The associate would Read more
Computer Operations Technician ll - *Apple*...
# Web Announcement** Apple Technical Liaison**The George Mason University, Information Technology Services (ITS), Technology Support Services, Desktop Support Read more
Restaurant Manager - Apple Gilroy Inc./Apple...
…in every aspect of daily operation. WHY YOU'LL LIKE IT: You'll be the Big Apple . You'll solve problems. You'll get to show your ability to handle the stress and Read more
Simply Mac *Apple* Specialist- Service Repa...
Simply Mac is the largest premier retailer of Apple products in the nation. In order to support our growing customer base, we are currently looking for a driven Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.