Gartner Research

U.K. CMO Spend Survey 2016-2017: Marketing Budgets Rise in Response to Increased Expectations

Published: 16 February 2017

ID: G00320073

Analyst(s): Ewan McIntyre

Summary

Marketing budgets are rising for the third straight year. U.K. marketing leaders are under growing pressure to meet increased accountability and expectations during economic uncertainty. Use this research to learn how organizations allocate their budgets to meet these challenges and deliver results.

Table Of Contents

Survey Objective

Data Insights

  • 52% of U.K. Marketers Expect Their Budget to Increase in 2017 vs. 59% of North American Marketers
    • Recommended Actions
  • U.K. CMOs Take on More Responsibility — Digital Commerce, Customer Experience and Sales Report to Marketing in More Than 45% of Organizations
    • Recommended Actions
  • Labor and Martech Account for More Than Half of U.K. Marketing Budgets
    • Recommended Actions
  • Almost Half of U.K. Martech Budgets Are Allocated to Infrastructure and Services, Not Software
    • Recommended Actions
  • Despite the Rise in Ad Blocking, Almost 59% of U.K. Marketers Plan to Increase Their 2017 Digital Advertising Investments
    • Recommended Actions
  • 10% of U.K. Marketers' Expense Budgets Are Allocated to Their Websites, But Most Marketing Leaders Expect to Make Cuts Here in 2017
    • Recommended Actions
  • Methodology
  • Definitions

Gartner Recommended Reading

©2020 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.