CMO Spend Survey 2015-2016: Digital Marketing Comes of Age


Archived Published: 20 October 2015 ID: G00292653

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Summary

Digital marketing is now mainstream, and digital commerce is top of mind as the CMO's budget increases 10% this year and is expected to rise again in 2016. This research will help marketing leaders evaluate their plans as they prepare to deliver on heightened expectations.

Table of Contents

  • Survey Objective
  • Data Insights
    • Key Finding No. 1: Marketing Budgets Grew by Nearly 10% Over Last Year, to 11% of Company Revenue
    • Key Finding No. 2: Nearly Two-Thirds of Marketers Say Their Marketing Budgets Will Increase in 2016
    • Key Finding No. 3: Digital Marketing Is Now Marketing in a Digital World; Nearly All Marketers (98%) Say They're Merging
    • Key Finding No. 4: Digital Commerce Surges to 11% of the Digital Marketing Budget, as Accountability to Results Increases
    • Key Finding No. 5: Digital Commerce, Social, Marketing Analytics and Customer Experience Are Top-Ranked Areas of Investment for Marketing Technology in 2015
    • Key Finding No. 6: 73% of Marketers Own or Share P&L, Reflecting Increased Accountability for Driving Results
    • Key Finding No. 7: Executive Expectations of Marketing Are on the Rise, With Strategic Planning, Innovation, Digital Commerce and Lead Conversion Top of Mind
    • Key Finding No. 8: Customer Experience Is Still the New Competitive Battlefield, but Lacks a Clear Mandate
    • Key Finding No. 9: Marketers Spend One-Third of the Expense Budget on Technology; 28% of That Goes to Infrastructure
    • Key Finding No. 10: 71% of Marketers Have an Innovation Budget, Which Averages 10% of Marketing Spend. Digital Marketing Hubs, Emerging Marketing Analytics and Real-Time Social Listening Centers Top the List
    • Methodology
    • Definitions
  • Gartner Recommended Reading
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