Gartner Research

Survey Analysis: What Marketing Leaders Should Learn From Marketing Spend Patterns

Published: 30 June 2017

ID: G00328503

Analyst(s): Anna Maria Virzi , Ewan McIntyre


Marketing budgets have grown, but budget pressures are a constant. Marketing leaders must ground cost optimization efforts in a sound understanding of wider marketing spend patterns and trends.

Table Of Contents

Survey Objective

Data Insights

  • Forty-Three Percent of Marketers Expect Their Budgets to Fall or Flatline
    • Recommended Actions
  • Cost Cutting Hits Offline Advertising and Basic Digital Marketing Channels the Hardest
    • Recommended Actions
  • Martech Accounts for 27% of Marketing Budget, but Is Ripe for Cost Optimization
    • Recommended Actions
  • Define the Right Balance of In-House Capabilities and Agency Support
    • Recommended Actions
  • Methodology

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