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These charts 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.
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U.S. DIGITAL MARKETING SPENDING
REPORT 2013
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
ABOUT THE REPORTThese 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.
10.4% OF 2012 REVENUE WAS SPENT ON MARKETING
0
2
4
6
8
10
12
14
9.2
10.6
12.7
10.6
9.1
10.6 10.4
Industry
Mar
ketin
g Sp
end
as %
of F
irm
Rev
enue
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
BUDGETS WILL INCREASE 6% IN 2013
0
2
4
6
8
10
5
7
10
4 4
6 6
Industry
Net
Exp
ecte
d 20
13 G
row
th (%
)
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
DIGITAL MARKETING BUDGET AS A PERCENTAGE OF COMPANY REVENUE
0
1
2
3
4
5
2.22.5
3.9
2.8
2.3 2.4 2.5
IndustryDig
ital
Mar
ketin
g Bu
dget
as
% o
f Com
pany
Rev
enue
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
HOW MARKETERS ALLOCATE THEIR DIGITAL MARKETING BUDGETS
Oth
ers
Com
pany
...
Vide
o Pr
odu.
..
Com
mer
ce E
...
Mob
ile M
...
Soci
al M
ed...
Ana
lytic
s
Emai
l Mkt
ng
Des
ign
& M
g...
Sear
ch M
ktn.
..
Cont
ent
Cre.
..
Dig
ital
/Onl
i...0
1
2
3
4
5
6
7
8
9
10
11
12
13
0.2
5.35.9
7.2 7.4
9.4 9.5 9.6
10.7 10.711.6
12.5
% o
f Dig
ital
Mar
ketin
g Bu
dget
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
MARKETERS PLOUGH SAVINGS BACK INTO DIGITAL MARKETING
Obtained In-cremental Fund-ing for DM from
other BU's
Reduced Tradi-tional Advrt.
Budget
Saving Money w/t DM vs Trad-tional Mktng. & Savings Funding
More Invest-ments
0
10
20
30
40
50
27 28
41
% o
f Res
pond
ents
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
MARKETERS OUTSOURCE THIS PORTION OF DIGITAL MARKETING ACTIVITIES
Com
pany
...
Com
mer
ce E
...
Soci
al M
ed...
Des
ign
& M
g...
Ana
lytic
s
Cont
ent
Cre.
..
Emai
l Mkt
ng
Mob
ile M
...
Dig
ital
/Onl
i...
Sear
ch M
ktn.
..
0
10
20
30
40
50
60
27
34 34 35 36 36 37
45
36
50
% o
f Dig
ital
Mar
ketin
g Bu
dget
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
COMPANIES RETAIN A CHIEF MARKETING TECHNOLOGIST TO GUIDE STRATEGIES
Yes 70%
No 30% Re-
port to
Mktng 80%
Report Else-
where 2%
Re-port
to CIO 18%
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
WHAT ACTIVITIES CONTRIBUTE TO MARKETING SUCCESS
Com
pany
Blo
g
Anal
ytics
Mob
ile M
ktng
Emai
l Mkt
ng
Sear
ch M
ktng
...
Com
mer
ce E
...
Cont
ent C
re...
Dig
ital/
Onl
in...
Soci
al M
edi..
.
Des
ign
& M
gt...
0
10
20
30
40
50
60
29 8 10 8
129
18
6
18
2
5 8 6 9
1013
13
21
12
2
98 8
95
13
1216
15
6
24 24 2426 27
35
43 4345
1st 2nd 3rd
% O
f Res
pond
ents
