Gartner Research

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

Published: 20 October 2015

ID: G00292653

Analyst(s): Yvonne Genovese, Jake Sorofman, Anna Maria Virzi


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

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