Gartner Research

CMO Spend Survey 2016: Should Mobile Marketing Have Its Own Budget?

Published: 09 February 2017

ID: G00325312

Analyst(s): Charles Golvin

Summary

CMOs are divided in how they budget for mobile marketing. One-third of marketing leaders surveyed report no explicit allocation to mobile, yet mobile comprises significant spend via advertising. Marketing leaders must align budgets with strategy to derive maximal return from mobile marketing.

Table Of Contents

Data Insights

  • One-Third of Respondents Say That They Do Not Allocate Any Budget to Mobile Marketing
  • Companies Without an Explicit Mobile Marketing Budget Devote a Significantly Greater Portion of Their Marketing Spend to Advertising, Both Digital and Offline
  • The Majority of Companies With No Specific 2016 Mobile Marketing Budget Say That Will Change in 2017, and 14% Expect That Increase Will Be Significant
  • Methodology

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