Companies are planning to increase their marketing budgets in 2015 and, in doing so, allocate a bigger slice of the marketing pie to digital.
New research from Gartner reveals that 50 percent of companies surveyed intend to boost their marketing budgets next year. Digital marketing budgets are also set to increase an average of 17 percent among those who plan to ramp up spending in that category.
These findings come on the heels of 2014’s growth in digital marketing spending. Econsultancy reported in February that 60 percent of companies surveyed said they planned on increasing their overall marketing budgets in 2014. When looking specifically at digital marketing budgets, 71 percent said they planned to increase spending.
When it comes to allocation within digital marketing budgets, Gartner found that digital advertising takes priority as brands invest in ways to deliver more relevant ads to consumers. Interestingly, survey results suggest that in 2015, digital advertising spending will be on par with that of mobile marketing.
Such a shift in budgetary allocation suggests the line between traditional and digital marketing is blurring, said Laura McLellan, research vice president at Gartner, in a press release. “For marketers in 2014, it’s less about digital marketing than marketing in a digital world,” she said. “Hence, marketers manage a much more balanced and integrated marketing mix than in previous years, which were characterized by online and offline silos.”
Budgets aren’t the only transformations taking place in digital marketing. Nearly 60 percent of chief marketers dubbed a “digital marketing makeover” as a top priority in 2014, Skyword reported. Chief marketers see content marketing as an integral part of reaching consumers digitally. As the world of digital grows, digital marketing will likely continue to chip away at the budget share once held by traditional marketing.
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