CMOs’ Projected Changes In Online Marketing & Traditional Ad Spending, August 2011-February 2014 [CHART]
The latest installment of The CMO Survey from Duke University’s Fuqua School of Business has been released, and while it strikes a familiar tone with regards to the direction of digital marketing spend (hint: it’s going up), there are some interesting patterns taking shape. Namely, forecast levels of digital marketing spending increases have dropped to their lowest level in at least a couple of years, while the pessimism surrounding traditional media advertising spend seems to have fallen off.
Here’s how those numbers shake out. In this latest February 2014 survey, CMOs on average predicted an 8.2% increase in digital marketing spend over the coming 12 months. That’s down from projected 10% increases during the two 2013 surveys, which were in turn down from predicted increases of 11.5% in August 2012 and 12.8% in February 2012. Sense a pattern? Read the rest at MarketingCharts.