Gartner Research

Gartner for Marketing Leaders Research Survey Results, 2015

Published: 12 January 2016

ID: G00294813

Analyst(s): Anna Maria Virzi , Simon Yates

Summary

Gartner's 2015 surveys reveal a shift in priorities for marketing leaders as technology and globalization create new competitors, customer expectations rise and businesses balance long-term goals with near-term results. Use this report to find relevant data from our surveys to inform your decisions.

Table Of Contents

Analysis

Research Highlights

  • Gartner's CEO and Senior Executive Survey, 2015
    • Customer Experience Management Is the CEO's No. 1 Choice for Investment
  • CMO Spend Survey, 2015-2016
    • Marketing Budgets Increased by Nearly 10% Over Last Year
    • Digital Commerce Spending Has Grown From 8% to 11% of the Digital Marketing Budget
    • Customer Experience Ranks Lower on the List of Increased Executive Expectations of Marketing
    • Manufacturers Allocate 14% of Digital Marketing Budget to Mobile Marketing
  • Gartner's Data-Driven Marketing Survey, 2015
    • Sixty-Nine Percent of Marketers Say Most Decisions Will Be Quantitatively Driven by 2017
    • A Full 36% of Marketers Have a Center of Excellence for Marketing Analytics, Another 33% Plan to Create One
    • B2B Marketers Allocate 38% of Budget to Marketing Analytics; In B2C, It's 26%
    • Leading Companies Realize the Benefits of Scale, With Larger and More Experienced Data Teams and More Help From Outside Experts
  • Gartner's Multichannel Marketing Survey, 2015
    • In Two Years, 64% Expect to Apply Event-Triggered Tactics to Multichannel Marketing
    • Social Media Is Considered an Effective Marketing Channel Across All Phases of the Customer Buying Journey
    • Multichannel Marketing Leaders Are More Likely to Serve Up the Right Experiences in Real Time
    • Only 34% of B2B Marketers Select Digital Channels for the Ability to Target Personas

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