In-house marketers surveyed by Econsultancy, in association with Responsys, report spending on average 35% of their total marketing budgets on digital, per a new report [download page]. The survey – of respondents primarily from the UK (46%) and other European countries (19%) – finds that 56% are spending less than 30% of their budgets on digital channels, while 32% are devoting more than half of their budgets to these channels. Notably, though, despite multiple signs that the budget mix increasingly favors digital (see here and here), the overall average of 35% of budgets allocated to digital actually represents a slight drop from 36% last year.
Still, according to the study, 71% of companies plan to increase their digital marketing budgets by an average of 28%, compared to only 20% who expect to raise their traditional marketing budgets, by an average of 26%.
The “Marketing Budgets 2013” report also looks at proportion of revenues derived from digital marketing spending, with in-house marketers reporting an average of 34% (down from 36% last year).
Supply-siders, while roughly in the same ballpark, see things slightly differently. On average, agencies say that 32% of their clients’ overall marketing budgets are spent on digital, with those funds generating on average 37% of total revenues.
About the Data: The Econsultancy / Responsys Marketing Budgets 2013 report is based on a survey of more than 800 client-side marketers and agency respondents. Information about the online survey was emailed to Econsultancy’s user base of internet professionals and marketers, and promoted online via Twitter and other channels during December 2012 and January 2013.
A total of 834 respondents took part in the survey, including 457 client-side marketing professionals and 377 supply-side respondents (including agency marketers and those working for technology vendors or other service providers).