The Marketing Budgets 2013 report by Econsultancy and Responsys paints a very buoyant picture for marketing investment over the coming year – for both offline and digital marketing. Based on a survey of 800 marketers, the results reflect a more stable economic environment, as marketers across all industries are looking to increase their budgets to create customer-centric, relationship-led campaigns.
For example, marketers will continue to invest in the digital channels and advanced marketing technology with 71% of companies increasing digital marketing spend in 2013 vs just 20% increasing offline spend. This is largely fueled by the desire to have individual conversations with consumers at scale, measure ROI across channels and derive value from the vast amount of data available to marketers. To that end, this year’s figures show that over two-thirds of companies are driving more than half of their revenues from digital marketing spend.
What’s more is that the percentage of companies planning to invest in cross-channel marketing has grown year-on-year, demonstrating the increasing importance of an integrated marketing strategy. The rise of mobile is another way that marketers are interacting with consumers on their own terms, and in 2013 we’ll see marketers increase their investment in mobile optimized email and mobile search marketing.
We've compiled more highlights from the report in the following infographic.
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To download a PDF, just click the infographic below.