Gartner digital marketing spend 2013 report
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These charts highlight the findings included in the Gartner U.S. Digital Marketing Spending report. The findings are based on a survey of over 200 marketers from U.S.-based companies with more than $500 million in annual revenue, across six industries (financial services and insurance, high-tech, manufacturing, media, retail, and healthcare). The survey was conducted in November and December of 2012. The report examines how marketers are allocating their budgets, what activities are contributing to marketing success and other factors.
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Gartner digital marketing spend 2013 report
- 1. U.S. DIGITAL MARKETING SPENDING REPORT 2013
- 2. ABOUT THE REPORT These info graphics highlight the findings included in the Gartner U.S. Digital Marketing Spending report. The findings are based on a survey of over 200 marketers from U.S.-based companies with more than $500 million in annual revenue, across six industries (financial services and insurance, high-tech, manufacturing, media, retail, and healthcare). The survey was conducted in November and December of 2012. The report examines how marketers are allocating their budgets, what activities are contributing to marketing success and other factors. © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
- 3. 10.4% OF 2012 REVENUE WAS SPENT ON 14 MARKETING 12.7 12 Marketing Spend as % of Firm Revenue 10.6 10.6 10.6 10.4 10 9.2 9.1 8 6 4 2 0 Industry © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
- 4. BUDGETS WILL INCREASE 6% IN 2013 10 10 Net Expected 2013 Growth (%) 8 7 6 6 6 5 4 4 4 2 0 Industry © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
- 5. DIGITAL MARKETING BUDGET AS A PERCENTAGE OF 5 COMPANY REVENUE Digital Marketing Budget as % of Company Revenue 4 3.9 3 2.8 2.5 2.4 2.5 2.2 2.3 2 1 0 Industry © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
- 6. HOW MARKETERS ALLOCATE THEIR DIGITAL MARKETING 13 12 BUDGETS 11.6 12.5 11 10.7 10.7 10 9.4 9.5 9.6 % of Digital Marketing Budget 9 8 7.2 7.4 7 5.9 6 5.3 5 4 3 2 1 0.2 0 Mktng Mktng Mobile Mgt. Corp Digital/Onli Production Others Company paid search) Analytics Creation & (Mktng Leg) Media Mktng Social Mktng (Incl Experience Design & Email Commerce Content ne Advt. Blog Video Search Site Mgt © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
- 7. MARKETERS PLOUGH SAVINGS BACK INTO 50 DIGITAL MARKETING 41 40 % of Respondents 30 27 28 20 10 0 Obtained Incremental Funding for DM from other BU's TraditionalMoney Budget vs Tradtional Mktng. & Savings Funding More In Reduced Saving Advrt. w/t DM © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
- 8. MARKETERS OUTSOURCE THIS PORTION OF DIGITAL 60 MARKETING ACTIVITIES 50 50 45 % of Digital Marketing Budget 40 37 35 36 36 36 34 34 30 27 20 10 0 Mktng Mktng Mgt. Corp Mobile Digital/Onli Company Analytics paid search) Creation & (Mktng Leg) Media Mktng Social Mktng (Incl Experience Design & Email Commerce Content ne Advt. Blog Search Site Mgt © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
- 9. COMPANIES RETAIN A CHIEF MARKETING TECHNOLOGIST TO GUIDE STRATEGIES Report Elsewher e 2% Report No to CIO 30% 18% Report to Mktng Yes 80% 70% © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
- 10. WHAT ACTIVITIES CONTRIBUTE TO 60 MARKETING SUCCESS 1st 2nd 3rd 50 45 43 43 % Of Respondents 40 35 12 15 16 30 27 26 13 24 24 24 5 13 12 9 20 8 8 9 10 21 13 8 6 9 5 10 18 18 6 2 10 12 9 8 8 9 2 6 0 2 Company paid search) Mktng Digital/Onli Mgt. Corp Analytics Mobile Email Mktng (Mktng Leg) Creation & Media Mktng Social Mktng (Incl Experience Design & Commerce Content ne Advt. Blog Search Site Mgt © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
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