From the MarTech Conference in Boston, Massachusetts, August 19-20, 2014. SESSION: Chief Marketing Technologists Symbolize Marketing's Changing Role. PRESENTATION: Chief Marketing Technologists Symbolize Marketing's Changing Role - Given by Laura McLellan, @lauramclellan - VP Marketing Strategies, Gartner Research. #MARTECH
30. 29
Percentage of
Respondents
Q: In order to fund digital marketing, which of the following statements are true?
40 41
28 27 28
Not
asked
44 43
35
31 32
22
74 73
54
60 59
51
0
10
20
30
40
50
60
70
80
We are funding digital
marketing from within
the existing marketing
budget and squeezing
spending on multiple
other marketing
activities
We are saving money
with digital marketing as
opposed to traditional
marketing and the
savings is funding
continued investments
We reduced our
traditional advertising
budget
We obtained
incremental funding for
digital marketing from
other functions or
business units
We justified a net
addition to the
marketing budget for
digital marketing
activities without cutting
elsewhere
We obtained funding for
digital mktg from
reductions in sales
budget because buyers
have changed their
purchase journey and
digital mktg activities
replace some activities
previously performed by
sales
2012 (n=253) 2013 (n=285) 2014 (n=199)*
- - Marketing reinvestment - -
- - Incremental - -
- - Sales - -
Gartner for Marketing Leaders
More consolidation of sales & marketing