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


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

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.