budgeting for marketing in 2015 following the buyers lead
TRANSCRIPT
See the key findings from recent Gartner research to assist you in
benchmarking your business’ marketing and help you decide what direction your marketing should take in 2015.
1 Marketing budgets remain steady
Total Company Revenue
Marketing Budgets Other budgets
At 10.2% of total company revenue with
plans to increase in
2015
1 The marketing budget is a combination of outbound and inbound marketing.
68% of organisations have a separate
digital marketing budget which averages on a quarter of the overall
marketing budget.
2Marketing Tech leading the way
79% of companies assigned part of their
marketing budget to capital expenditure primarily for
digital marketing technology. It was the top innovation technology that
companies invested in.
3 Customer experience, the #1 innovation project for 2015
Highest marketing technology investment in 2014 was
customer experience at 18% of total marketing budget.
Followed by marketing
operations and analytics.
4 Content marketing becoming more integral to digital marketing
Digital advertising was the highest area spent on in the
digital marketing budget followed by content marketing
at 12% and website development at 12%.
5 Line between digital and traditional marketing continues to blur
Establishing a more balanced and integrated marketing mix than ever
before.
The buyer is moving toward a self-service buying model leading to a reduction in
sales budgets.
7 Connecting with Customers is Key
a
43% of marketers say connecting with customers is
their biggest challenge.
Followed by serious competition at 36% and revenue/profit growth at
33%.
8 Mobile Marketing will Increase the Most
a
2015 will see the highest increase in
mobile marketing and digital advertising followed by social
marketing and analytics.
9 70% of businesses will fund their digital marketing
• By limiting spend and shifting money from their sales budget to digital marketing. As the buyer has changed their purchase journey, digital marketing activities replace some activities previously performed by sales.
• With marketing reinvestment, taking savings and efficiency gains from digital marketing and reinvesting in more digital marketing.
• By justifying incremental investments by increasing it out of profits or otherwise unallocated funds or taking spending from other functions or business units.
1 0 More Money to Spend
a
4 out of 5 marketers have their own capital budget giving them more power to spend on things like tech and infrastructure to a greater extent than they ever
have.