Not only is optimization not getting a bigger slice of the marketing budget pie this year, it may actually be getting a slightly smaller share, per results from the Adobe 2013 Digital Marketing Optimization Survey. This year, 53% of the digital marketers surveyed from around the world said they devote less than 5% of their total marketing budget to optimization activities (including agency fees, professional services, and technology), up from 48% last year. Only 6% of respondents are allocating more than one-quarter of their budgets to these activities, relatively unchanged from last year’s 7%.
The study indicates that those allocating more of their budgets to optimization tend to have more success with their conversion rates. For example, 21% of respondents spending more than one-quarter of their budgets on optimization are achieving conversion rates of 9% and above, compared to only 8% of those spending up to 25% of their budgets on these activities. A similar gap exists for those seeing conversion rates in the range of 5-8.9%. Read the rest at MarketingCharts.