Marketers from companies with more than $500 million in annual revenue are devoting the largest portion of their digital marketing budgets to digital or online advertising (12.5%) and content creation and management (11.6%), per survey results from a Gartner report. Those results reflect the ongoing growth of online ad spend in the US, as well as the continued rise in importance of content marketing. The study also finds that 28% of respondents reduced their traditional advertising budget to fund digital marketing activities, a finding supported by various pieces of research showing such a shift in the media mix. Still, a plurality 41% of respondents say that they are funding their digital marketing activities through the savings they are getting from using digital as opposed to traditional marketing.
Meanwhile, other activities that are getting a healthy share of digital marketing budgets include search marketing (including paid search; 10.7%), email marketing (9.6%), analytics (9.5%), and social media marketing (9.4%). CMOs recently projected that social media accounts for 8.4% of their entire marketing budgets, emblematic of a generally bullish outlook they hold on social marketing. Read the rest at MarketingCharts.