Gartner’s Digital Marketing Spending report, based on a survey of 315 people representing businesses generating more than $500 million in annual revenue in the UK, US, and Canada, shows that, on average, those companies spent just over 10% of their annual 2014 revenue on overall marketing activities.
Half of those businesses plan to increase that spending next year.
Digital spending increases have been evident for the past few years and Gartner’s figures come as no big surprise. However, what is interesting is the blurring of the line between traditional and digital marketing.
“For marketers in 2014, it’s less about digital marketing than marketing in a digital world,” observed Laura McLellan, VP of research at Gartner. “Hence, marketers manage a much more balanced and integrated marketing mix than in previous years, which were characterized by online and offline silos.”