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.
2. 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.
3. 1Marketing budgets remain steady
Total Company Revenue
Marketing
Budgets
Other budgets
At 10.2% of
total company
revenue with
plans to
increase in
2015
4. 1The 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.
5. 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.
6. 3Customer 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.
7. 4Content 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%.
8. 5Line 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.
9. 6
From Cost to Profit
a
63% of marketers
list digital
advertising as a
source of P&L
revenue.
10. 7Connecting 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%.
11. 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.
12. 970% 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.
13. 1
0More 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.
