Gartner Research

Digital Commerce Spending and Expectations Are on the Rise

Published: 14 October 2015

ID: G00277261

Analyst(s): Jennifer Polk

Summary

Gartner's 2015-2016 CMO Spend Survey shows that marketers are spending more on digital commerce. The survey also reveals marketing is expected to take more digital commerce responsibility. Marketing leaders connect programs and processes to the buying journey for digital commerce results.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Digital commerce spending has grown from 8% to 11% of the digital marketing budget — the biggest increase of any category — indicating further expansion of marketing's role in digital commerce
  • Forty percent of marketers rank digital commerce as one of the top areas where management's expectations of marketing have increased, highlighting the need to tie marketing to the customer buying journey
  • Sixty-four percent of marketers rank digital commerce as a top area for marketing technology investment, pointing to the importance of technology that links marketing and commerce systems and processes

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