Závěrů výzkumu zaměřeného na digitální marketing, který provedla společnost Gartner ve druhém pololetí loňského roku a ve kterém například zkoumala, jak šéfové marketingu nakládají se svým rozpočtem a jaké aktivity jsou považovány z hlediska úspěšného marketingu za nejefektivnější. Průzkum pracuje s odpověďmi celkem 285 respondentů, žijících v USA, ovšem reprezentujících nadnárodní organizace celkem z osmi různých průmyslových vertikál. Kromě přiložené tiskové zprávy je tentokrát volně k dispozici i podrobnější analýza, kterou najdete na této adrese: http://www.gartner.com/technology/research/digital-marketing/digital-marketing-spend-report.jsp. (TZ)
Gartner Survey Reveals Digital Marketing Budgets Will Increase By 10 Per Cent in 2014
Digital Marketing Budget Increase Reflects Focus on Customer Experience
STAMFORD, Conn., April 29, 2014 — Digital marketing budgets will rise by 10 per cent in 2014, following a double-digit percentage increase in 2013, according to a survey of marketing executives by Gartner, Inc. The survey found that, on average, companies spent 10.7 per cent of their annual 2013 revenue on overall marketing activities, with digital marketing spending averaging 3.1 per cent of revenue.
These findings are included in Gartner’s Digital Marketing Spending report that is based on a survey of 285 individuals located in the US, but answering mainly for their entire organisation (only 21 per cent reported US-only data). Respondents represent organisations with more than $500 million in annual revenue (average revenue $4.4 billion) across eight industries: financial services and insurance, high-tech, communications, manufacturing, media, retail, government and healthcare. The survey took place from July through September 2013. The report examines how marketers are allocating their budgets, what activities are contributing to marketing success and other factors.
„Marketing leaders are securing bigger budgets to define markets, develop offerings, and attract, acquire and retain customers,“ said Yvonne Genovese, managing vice president at Gartner. „Digital marketing is taking an increasing share of the marketing budget with annual digital marketing operating budgets totalling 3.1 per cent of a company’s revenue in 2013, as compared with 2.6 per cent in 2012, representing a 20 per cent increase.“
Eleven per cent of respondents said they spent more than half of their marketing budgets on digital activities in 2013 compared with only 3.0 per cent in 2012. Digital marketing represented an average of 28.5 per cent of the total marketing budget in 2013, as compared with 25.5 per cent in 2012.
A further survey finding was that 77 per cent of companies have a chief customer officer or the equivalent.
„Customer experiences with a brand or organisation span so many channels — both online and off — that customers have come to expect consistent experiences, no matter where an interaction initially takes place,“ said Laura McLellan, research vice president at Gartner. „Customer touchpoints include websites, mobile apps, social profiles, directory listings, on-site search, email interactions, communities, call centre and more; hence, the increasing popularity of the role of the chief customer officer to help guide the customer right through the buying cycle and beyond.“
Eighty-one per cent of organisations were also found to have a chief marketing technologist in 2013, up from 70 per cent in 2012.
„Tracking and responding to audience intent and delivering contextually relevant experiences to influence a complex purchase path is among the great challenges faced by digital marketers today,“ said Jake Sorofman, research director at Gartner. „This requires a marketing technology leader who understands the requirements and issues associated with joining together disparate data sources and technologies, and who has a vision for future marketing requirements.“
When it comes to budget allocation, marketing leaders support a diverse, and increasingly complex, marketing mix. The survey found that 12.2 per cent — the biggest share of their digital marketing budget — was allocated to digital advertising in 2013, just as in 2012. However, marketers continue to wrestle with digital advertising’s effectiveness. Industry associations, advertising agencies, media, technology, and metrics providers and brand advertisers are all working to address this concern by improving attribution models and cracking down on phony web traffic.
Design, development and maintenance of the corporate website account for the second-largest share of digital marketing budgets as the increase of inbound marketing channels such as social networks, customer forums and the blogosphere creates more traffic on the corporate web site. Digital commerce, social marketing and mobile marketing — three activities that increasingly overlap — are closely tied for the third-largest share of digital marketing budgets.
In 2014, marketers plan to make long overdue expenditures for mobile marketing tools and techniques.
„Until now, many marketers have taken a cautious approach to mobile because it involves so many variables such as different operating systems, devices and carriers,“ said Michael McGuire, research vice president at Gartner. „Now that more than 50 per cent of American adults are smartphone owners, marketers are compelled to develop mobile strategies that ensure their products and services can be found, and purchased, by consumers on the go.“
More detailed analysis and additional survey results are available in the free report „Digital Marketing Budgets Increase, Reflecting Focus on Customer Experience.“ The report is available on Gartner’s web site at http://www.gartner.com/dmspend.
This research is part of the Gartner for Marketing Leaders programme. This programme provides real-time, personalized digital marketing guidance, from vision through execution. Gartner for Marketing Leaders is focused on helping digital marketers succeed in eight key areas: emerging digital marketing trends and techniques, social marketing, mobile marketing, monetising digital marketing through commerce, multichannel marketing, data-driven marketing, digital marketing essentials and digital marketing programmes. Additional information is available at http://www.gartner.com/digitalmarketing. For additional details, email GML@gartner.com.
About Gartner
Gartner, Inc. (NYSE: IT) is the world’s leading information technology research and advisory company. Gartner delivers the technology-related insight necessary for its clients to make the right decisions, every day. From CIOs and senior IT leaders in corporations and government agencies, to business leaders in high-tech and telecom enterprises and professional services firms, to technology investors, Gartner is a valuable partner in more than 14,000 distinct organizations. Through the resources of Gartner Research, Gartner Executive Programs, Gartner Consulting and Gartner Events, Gartner works with every client to research, analyze and interpret the business of IT within the context of their individual role. Founded in 1979, Gartner is headquartered in Stamford, Connecticut, USA, and has 6,100 associates, including more than 1,460 research analysts and consultants, and clients in 85 countries. For more information, visit www.gartner.com.