Gartner Research

High-Tech Industry Insight: Survey Reveals Marketers' Focus on Digital Commerce

Published: 25 May 2016

ID: G00308811

Analyst(s): Anna Maria Virzi

Summary

Gartner's CMO Spend Survey for 2015-2016 highlights the fact that marketing budgets at high-tech providers average 11% of company revenue. This increased spending comes as a greater percentage of marketers own or share responsibility for P&L.

Table Of Contents

Survey Objective

Data Insights

  • Marketing Budgets at High-Tech Providers Grew by 10% Over the Prior Year to 11% of Revenue
  • Nearly Two-Thirds of Marketers in High Tech Say Their Marketing Budgets Will Increase This Year
  • Digital Marketing Is Now Marketing in a Digital World: Nearly All Marketers in High Tech (99%) Say They're Merging
  • Digital Commerce Surges to 11% of the Digital Marketing Budget, as Accountability to Results Increases
  • Seventy-Five Percent of Marketers at High-Tech Providers Own or Share Profit and Loss, Reflecting Increased Accountability for Driving Results
  • Methodology
  • Definitions

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