Data from Econsultancy’s latest Marketing Budgets Report show that marketing budgets are the most buoyant since the report first launched six years ago, with the majority of marketers surveyed planning to increase their 2014 budgets.
The main focus will be on digital marketing, but a number of companies believe that there is now little or no distinction between traditional and digital budgets. More companies are also looking to focus on earned media, although paid media continues to comprise the majority of marketing budgets.
Key data
| 60% of respondents say their companies are intending to increase overall marketing budgets for 2014 |
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71% of companies will increase their digital marketing spend |
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20% of companies will increase their traditional (offline) marketing spend |
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48% agree there is ‘little’ or ‘no distinction’ between traditional and digital budgets |
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59% of companies aim to focus more on the customer than on the campaign during 2014 |
Additional facts
- Investment is planned across a range of digital platforms, particularly content marketing (74% of companies), SEO (63% of companies) and mobile marketing for acquisition (63% of companies).
- A slight decrease in investment is planned for online display advertisement for engagement (15% of companies), online display advertisement for acquisition (14% of companies) and paid search (14% of companies).
- Erosion is expected for both traditional and digital paid-media channels.
- Marketing technologies targeted for investment include CRM, Analytics, Content Management Systems, Email Platforms and Conversion & Optimisation Tools.
The report is available from Econsultancy in association with Responsys and is based on a survey of more than 600 company and agency marketers conducted in December 2013 and January 2014.
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