Gartner Research

U.K. CMO Spend Survey 2017-2018: Budgets Recede as Uncertainty Looms

Published: 20 April 2018

ID: G00346152

Analyst(s): Ewan McIntyre

Summary

U.K. marketing expense budgets continued their bumpy ride into 2017 as budgets receded amid political and economic uncertainty. Marketing leaders must demonstrate ROI by tying marketing programs to overall business goals to ensure the future fiscal health of marketing.

Table Of Contents

Survey Objective

Data Insights

  • U.K. CMOs Taken on a Roller Coaster Ride as Budgets Drop After the Prior Year's Lift
  • Digital Commerce and Marketing Analytics Top U.K. Marketing Spend Priorities
  • U.K. CMOs Are Concentrating Budgets on Current Customers
  • U.K. CMOs Back Digital Advertising While Traditional Media Takes the Back Seat
  • U.K. CMOs Pump the Brakes on Martech Spend While Ramping Up Investments in Agencies and Other Services
  • Half of CMOs Lack Financial Planning Muscle
  • Methodology

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