Click Fraud Protection

Connecting...

Gartner: Digital marketing is now mainstream

News | Offline marketing | Gartner | Mainstream

W1siziisijiwmtcvmdqvmjyvmtmvntuvmzkvoduyl2rpz2l0ywwtbwfya2v0aw5nlmpwzyjdlfsiccisinrodw1iiiwimtawmhg0mdajil1d

A massive 98 per cent of marketers say online and offline marketing is merging, with digital marketing becoming mainstream and digital commerce a top priority for marketers, according to a survey by Gartner, Inc. 

Gartner’s 2015-2016 Chief Marketing Officer (CMO) Spend Survey, which polled a number of marketing executives and business leaders responsible for marketing, found that budgets increased by ten per cent in 2015, with 61 per cent of respondents saying they expect budgets to grow further in 2016. 

Respondents included marketers in over 300 companies in North America and the UK, representing organisations with more than £300 million in annual revenue.

This was measured across financial services such as high tech, manufacturing, consumer packaged goods (CPG), media, retail and transportation and hospitality sectors.

The survey took place between May and July 2015 and marks the fourth year that Gartner has surveyed marketers on spending priorities and marketing operations. 

Yvonne Genovese, group vice president at Gartner, said: “There is little doubt that digital marketing is now mainstream. 

“Marketers no longer make a clear distinction between offline and online marketing disciplines. 

“As customers opt for digitally led experiences, digital marketing stops being a discrete discipline and instead becomes the context for all marketing.” 

‘Digital marketing is now marketing in a digital world.’

A blurring of the physical and digital worlds in marketing represents a number of opportunities for those in the industry to apply customer insights to create and test new digitally led experiences and business models.

According to the survey, ten per cent of marketers say they have moved beyond digital marketing techniques and are expanding marketing's role to create new models.

Up from eight per cent in 2014, digital commerce captures 11 per cent of the digital marketing budget, as those in the industry become more accountable for driving results. 

Research vice president at Gartner, Jake Sorofman, said: "The rise in digital commerce is an opportunity for marketers.There was a time when marketing and selling were two distinct disciplines. 

“In many cases, digital merges these two into a single, continuous activity from initial awareness, through engagement, conversion, transaction and repeat purchase. 

“Marketers can now tie spend to revenue. In fact, it's becoming a mandate." 

Results and recognition

The need to point to tangible results from marketing investments and the recognition that companies need more than a commerce platform to sell, are the two main factors that are driving marketers’ interest in digital commerce, according to Gartner.

In today’s marketing industry, there is an integration between marketing and digital commerce, where the past has seen digital commerce operations which are wholly disconnected from the marketing engine.

Recently marketers have seen the introduction of content marketing, brand storytelling, advanced analytics and multichannel campaign management to optimise digital commerce across various channels. 

Growing B2B

The survey indicated a growing appetite by B2B companies who are under pressure to reach customers directly with digital commerce initiatives.

Companies are increasingly looking to engage with customers directly to better understand their needs, preferences and behaviours. 

This year, 61 percent of respondents said that marketing spending would average 11 percent of company revenue, up from 10 percent of company revenue last year. 

 


Posted by Jon Aspinell on 1st December 2015

SHARE

RECENT CONTENT
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Application Support Analyst

London, England

£55,000

The Ashdown Group have been engaged by a leading professional services organisation to assist them in their search fo...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Systems Administrator

London

£60,000

A global Hedge Fund based in the heart of London is looking for an articulate Desktop Architect/Support Analyst to jo...

READ MORE
W1siziisijiwmtcvmdqvmjqvmtevmjavmjcvmtyvahixlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

HR Assistant Contract

City of London

£14.50 p/h

A well respected and established professional membership organisation is seeking an experienced HR Assistant contract...

READ MORE
W1siziisijiwmtcvmdqvmjqvmtevmjavmjcvmtyvahixlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

HR Coordinator

Central, London

£21,000 pa pro rata

A well respected and established professional membership organisation is seeking an experienced HR Assistant with gre...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Technical Support Analyst - Heathrow,...

West London, London

£35,000 - £40,000 per annum

We are seeking to hire an experienced Technical Support Analyst to join a highly successful organisation which operat...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Pre-Sales Engineer

Homebased

£60,000

An international technology business, working with enterprise retail, supply chain, healthcare and manufacturing busi...

READ MORE
W1siziisijiwmtcvmdkvmtqvmdgvndkvmdmvntiwl0xpz2h0cy1taw4uanbnil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
News

Unemployment falls to 4.3 per cent

Unemployment in the UK fell to 4.3 per cent between February to April 2017 and May to July 2017, the lowest since 197...

READ STORY

W1siziisijiwmtcvmdkvmtivmdcvntgvmjuvntkyl01hcmtldgluzy1taw4uanbnil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Insight

Keeping candidates engaged during the recruitment process

The relationship between a hiring team and a candidate can be a highly fruitful one, if it has been cultivated proper...

READ STORY

W1siziisijiwmtcvmdgvmzevmdgvmtivmtgvnjmyl21pbmr0agvnyxatbwlulnbuzyjdlfsiccisinrodw1iiiwimzm1ede3mcnuzsjdxq
News

UK companies to publish pay ratios between CEOs and workers

Companies publicly listed in the UK are going to be expected to make public how much their chief executives are paid,...

READ STORY

W1siziisijiwmtcvmdgvmzevmdgvmdkvmjgvmzkxl2hpcmluzy1taw4gkdeplnbuzyjdlfsiccisinrodw1iiiwimzm1ede3mcnuzsjdxq
Advice

Are internal candidates a safer bet than external candidates?

When you need to recruit for a vacancy in your firm, you’re faced with two choices: hiring externally or promoting in...

READ STORY

W1siziisijiwmtcvmdgvmjkvmdkvmtivndevnzgzl1nob2vzlw1pbi5wbmcixsxbinailcj0ahvtyiisijmznxgxnzajbmuixv0
Insight

Does it pay to recruit with diversity in mind?

Is diversity a significant aspect of your recruitment strategy? If not, you may be hindering your company’s future pr...

READ STORY

W1siziisijiwmtcvmdgvmtyvmtmvndkvmtmvmje1l1dhdgvyzmfsbcaomikuanbnil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
News

Unemployment falls to 42-year low

Unemployment in the UK has fallen to a 42-year low, according to new figures from the Office for National Statistics ...

READ STORY