Although innovation and spending on new technology are critical pieces of the marketing growth puzzle, marketers face challenges proving the value of some newer techniques such as influencer marketing. For many CMOs in 2018 who need to deliver — and show — results, email and other digital stalwarts comprise a significant portion of their marketing budgets because they work.
According to the Gartner CMO Spend Survey 2018-19, three tried-and-true digital media categories — paid and organic search, website and email — represent 25% of the average marketing expense budget.