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Industry

Report: Digital Marketing Budgets To Increase In 2010

Econsultancy and ExactTarget released a new report today that says digital marketing will account for 24% of overall marketing spend this year, and 28% of firms are shifting at least some of their overall marketing budgets from traditional to digital channels. The research was based on a survey of more than 1,000 companies around the […]

Chris Sherman on February 3, 2010 at 1:34 pm
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Econsultancy and ExactTarget released a new report today that says digital marketing will account for 24% of overall marketing spend this year, and 28% of firms are shifting at least some of their overall marketing budgets from traditional to digital channels.

The research was based on a survey of more than 1,000 companies around the world, though the majority were based in the US (45%) or UK (33%). Some key findings include:

  • Just under half (46%) of companies say they are planning to increase their overall marketing budget, and a further 42% say they are planning to keep this budget the same as it was in 2009. Only 13% say they are planning to decrease overall marketing budget.
  • 64% plan to increase budgets for search engine optimization, and 51% plan to increase budgets for paid search marketing.
  • 70% are planning to increase their budgets for off-site social media such as Facebook and Twitter, despite admitting to being “poor” at measuring social media ROI.
  • Budget shifts will hurt traditional media spending. Just 17% say they are increasing their print media budgets, compared to 41% who are decreasing spending.

According to the survey, the biggest barrier to digital marketing investment is restricted budget for all types of marketing, cited as a factor by 40% of company respondents.

The full report, Marketing Budgets 2010: Effectiveness, Measurement and Allocation is available for $249, but you can download a free sample (pdf) featuring key highlights.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.



About The Author

Chris Sherman
Chris Sherman (@CJSherman) is a Founding editor of Search Engine Land. He also programs and chairs the Marketing Land Search Marketing Expo - SMX conferences.

Related Topics

Channel: IndustrySEM Industry: StatsStats: Spend Projections

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