Gartner Research

Survey Analysis: How CMOs Plan to Spend in 2018, by Industry

Published: 01 March 2018

ID: G00343655

Analyst(s): Anna Maria Virzi

Summary

According to Gartner's 2017-2018 CMO Spend Survey, 67% of marketing leaders expect to increase spending, while 11% expect cuts. CMOs can use the marketing budget outlook across eight industries to compare strategies and budgets.

Table Of Contents

Survey Objective

Data Insights

  • Sixty-Seven Percent of Respondents Expect Their 2018 Budgets Will Increase; 11% Expect a Cut
    • Recommendations
  • Two-Thirds of Respondents Plan to Increase Spending on Digital Advertising; Only 38% Plan to Spend More on Offline Ads
    • Recommendations
  • Twenty Percent of Respondents Plan to Cut Offline Advertising Spending; They Also Target Email and Event Marketing for Cuts
    • Recommendations
  • Close to 60% of Marketing Leaders Plan to Spend More on Services and Martech; Fewer Will Increase Spending on In-House Labor or Paid Media
    • Recommendations
  • Methodology
  • Definitions

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