1. Advocate
Social
Email
Website
Apps
Digital
Try
Social
Email
Website
Apps
Digital
Discover
Social
Website
Email
Digital
Events
Learn
Social
Email
Website
Digital
Apps
Buy
Website
Email
Social
Digital
Apps
Use
Social
Email
Website
Events
Apps
Marketing is a
(buyer) journey,
not a destination
Marketers experimenting with various budget
allocations across the buyer cycle
Marketing budgets are extending across the entire buyer journey making marketing is less about
the funnel and more about the journey. Further more, the research found that content is not only
king but leading the budget allocation charge.
Awareness to Engagement
Social is taking a big channel role across the buying cycle. Social and online channels are
emerging as multi-tasker mediums across all stages of the buyer cycle.
Betting on every horse in the race?
What’s even more interesting is that marketers are
planning to spend even more in the next 2 years,
again, evenly across the buying stages.
Marketing is evolving, not just adding
a digital channel
The research indicated strong switching and acquistion momentum towards digital
capabilities, but traditional still has a part.
Marketers are testing the waters by experimenting across channels, tactics and buyer
stages. In a sense, initially putting bets on every horse at the start of the race but leveraging
agile approaches to reallocate their resources to the leading "horses” mid-race and
increasing their chance to win the day.
Website
Email
Apps
Social
57%
53%
responded their
marketing budgets
are expected to
increase over the
next 2-3 years
Traditional
Top budgeted items:
Content 13%
Advertising 12%
Digital Online 11%
Events 11%
Digital Website 11%
Current program budget allocation
50%increase in spending
across all of the buying
stages, Discover, Learn,
Try, Buy, Use, Advocate.
On average
Budgets aligned pretty evenly across cycle
Spending across buying stages
Digital
Advertising
52%
48%
said the main reason to experiment is the imperative to
generate higher revenue.
"We need to maximize close ratios. We need to spend less in identifying deals
and more in supporting the close.”
Only 20% say they experiment because of better data and technology.
"Yes, because we have better data on the buyer’s journey now.”
Marketing focused soley on awareness and/or the purchase funnel is obsolete.
Marketing budgets are up, due to either strategic funds or strong organic increases, but
so are expectations.
Today’s CMO is focused on investing across the entire customer journey from discover,
learn, try, buy, use & advocacy.
CMOs are planning to increase their spending across every stage of the buyer journey
over the next two years by an average of 50%.
Generating content for use across the buyer journey is currently king, grabbing the top
program budget spot. Traditional and digital media spend is almost in parity.
Marketers are experimenting a lot across buyer stages and tactics. We need new thinking.
We need to challenge our mental models of what marketing needs to be in our connected
and increasingly measured world. Fortunately the consumer’s journey is our guide.
The CMO Club is the world’s most engaged and inspired community of Senior Marketing
Executives who help each other solve their biggest challenges, within a candid, trusted, and
sharing environment.
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Learn how you can change the way you engage
Traditional
Advertising
Traditional
Advertising
Research Snapshot
D
ISCOVER 20
%
LEARN 16%
TRY 16%
BUY 21%
USE 13%
ADVOCATE 14%
IBM Marketing Solutions make it easier to design and deliver meaningful customer
experiences across journeys, applications, devices and time, accelerating today’s results
and tomorrow’s ambitions.