Weitere ähnliche Inhalte Ähnlich wie Gartner digital marketing spend 2013 report (20) Kürzlich hochgeladen (20) Gartner digital marketing spend 2013 report2. ABOUT THE REPORT
These info graphics highlight the findings included in the Gartner
U.S. Digital Marketing Spending report. The findings are based on a
survey of over 200 marketers from U.S.-based companies with more
than $500 million in annual revenue, across six industries (financial
services and insurance, high-tech, manufacturing, media, retail, and
healthcare). The survey was conducted in November and December
of 2012.
The report examines how marketers are allocating their budgets,
what activities are contributing to marketing success and other
factors.
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
3. 10.4% OF 2012 REVENUE
WAS SPENT ON
14
MARKETING
12.7
12
Marketing Spend as % of Firm Revenue
10.6 10.6 10.6 10.4
10 9.2 9.1
8
6
4
2
0
Industry
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
4. BUDGETS WILL
INCREASE 6% IN 2013
10
10
Net Expected 2013 Growth (%)
8
7
6 6
6
5
4 4
4
2
0
Industry
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
5. DIGITAL MARKETING
BUDGET AS A
PERCENTAGE OF
5
COMPANY REVENUE
Digital Marketing Budget as % of Company Revenue
4 3.9
3 2.8
2.5 2.4 2.5
2.2 2.3
2
1
0
Industry
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
6. HOW MARKETERS
ALLOCATE THEIR
DIGITAL MARKETING
13
12
BUDGETS 11.6
12.5
11 10.7 10.7
10 9.4 9.5 9.6
% of Digital Marketing Budget
9
8 7.2 7.4
7
5.9
6 5.3
5
4
3
2
1 0.2
0
Mktng
Mktng
Mobile
Mgt. Corp
Digital/Onli
Production
Others
Company
paid search)
Analytics
Creation &
(Mktng Leg)
Media
Mktng
Social
Mktng (Incl
Experience
Design &
Email
Commerce
Content
ne Advt.
Blog
Video
Search
Site
Mgt
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
7. MARKETERS PLOUGH
SAVINGS BACK INTO
50
DIGITAL MARKETING
41
40
% of Respondents
30 27 28
20
10
0
Obtained Incremental Funding for DM from other BU's TraditionalMoney Budget vs Tradtional Mktng. & Savings Funding More In
Reduced Saving Advrt. w/t DM
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
8. MARKETERS
OUTSOURCE THIS
PORTION OF DIGITAL
60
MARKETING ACTIVITIES
50
50
45
% of Digital Marketing Budget
40 37
35 36 36 36
34 34
30 27
20
10
0
Mktng
Mktng
Mgt. Corp
Mobile
Digital/Onli
Company
Analytics
paid search)
Creation &
(Mktng Leg)
Media
Mktng
Social
Mktng (Incl
Experience
Design &
Email
Commerce
Content
ne Advt.
Blog
Search
Site
Mgt
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
9. COMPANIES RETAIN A
CHIEF MARKETING
TECHNOLOGIST TO
GUIDE STRATEGIES
Report
Elsewher
e 2% Report
No to CIO
30% 18%
Report
to
Mktng
Yes 80%
70%
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
10. WHAT ACTIVITIES
CONTRIBUTE TO
60
MARKETING SUCCESS
1st 2nd 3rd
50
45
43 43
% Of Respondents
40
35 12 15
16
30 27
26 13
24 24 24
5 13 12
9
20 8 8
9
10 21
13
8 6 9
5
10 18 18
6
2 10 12
9 8 8 9
2 6
0 2
Company
paid search)
Mktng
Digital/Onli
Mgt. Corp
Analytics
Mobile
Email Mktng
(Mktng Leg)
Creation &
Media
Mktng
Social
Mktng (Incl
Experience
Design &
Commerce
Content
ne Advt.
Blog
Search
Site
Mgt
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
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