Gartner Research

U.K. CMO Spend Survey 2015-2016: The Drive for Accountability Impacts Marketing Budgets

Published: 21 January 2016

ID: G00293915

Analyst(s): Anna Maria Virzi , Ewan McIntyre

Summary

Increased investments in digital commerce bring added visibility to marketer's P&L responsibility. Spending on customer analytics underscores the importance of data-driven marketing. Marketers can use this research to learn how marketing budgets are trending in the U.K.

Table Of Contents

Survey Objective

Data Insights

  • Fifty-One Percent of Marketers in the U.K. Expect Their Marketing Budget to Increase in 2016 vs. 65% in North America
    • Recommended Actions
  • Social Marketing and Digital Commerce Are Top-Ranked Investments for Marketing Technology
    • Recommended Actions
  • Executive Expectations of Marketing Emphasize Innovation, Digital Commerce and Digital Business Transformation
    • Recommended Actions
  • Marketers in the U.K. Are Shifting Budget for Some Digital Marketing Work From Agencies to In-House Resources
    • Recommended Actions
  • Sixty-Five Percent of U.K. Marketers Have an Innovation Budget Compared With 73% in North America
    • Recommended Actions
  • Methodology
  • Definitions

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