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
W1siziisijiwmtcvmdqvmjqvmtevmzmvndavnty5l21hcmsxlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Head of Search (SEO, PPC and CRO) - M...

Middlesbrough, North Yorkshire

£55000 - £75000 per annum

Head of Search (SEO, PPC and CRO) - Middlesbrough, North Yorkshire - up to £75,000 + bonus and benefits A very well-e...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

IT Support Analyst

Virginia Water

£25,000

An established software house specialising in online platforms and back office systems, is enjoying continued growth ...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

GDPR Consultant

Cheltenham

£70,000

A successful IT Consulting business, with offices in Cheltenham, is looking to take on additional, experienced Govern...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

GDPR Consultant

Stirling

£70,000

A successful IT Consulting business, with offices in Stirling, is looking to take on additional, experienced Governan...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

GDPR Consultant

Newcastle upon Tyne

£70,000

A successful IT Consulting business, with offices in Newcastle, is looking to take on additional, experienced Governa...

READ MORE
W1siziisijiwmtcvmdqvmjqvmtevmzmvndavnty5l21hcmsxlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

MarComms Officer- N. London/ Herts - ...

Enfield, Middlesex

Up to £30000 per annum

Marketing Communications Executive - N. London-Hertfordshire border - up to £30,000 An internationally successful and...

READ MORE
W1siziisijiwmtgvmdevmjqvmdgvntkvmtavndyyl2ltywdlmtqtbwlulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mcnuzsjdxq
Insight

Can HR tech ease workplace conflict?

Workplace conflict is mostly unavoidable - particularly when businesses hire strong-minded talent with big ideas. Ego...

READ STORY

W1siziisijiwmtgvmdevmtyvmdgvntcvmzcvmtk5l1dlbgwxyi1taw4uanbnil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Insight

What to prioritise in your employee experience

The candidate experience has long been valued by employers looking to attract fresh talent. Now, however, companies a...

READ STORY

W1siziisijiwmtgvmdevmtavmtyvmdavntmvmtyzl0ltywdlntatbwluicgxks5wbmcixsxbinailcj0ahvtyiisijmznxgxnzajbmuixv0
Insight

What can HR expect in 2018?

HR departments are set to face many new challenges in 2018, from the technological to the traditional. Among the most...

READ STORY

W1siziisijiwmtcvmtevmjgvmtcvmdevndqvnzivaw1hz2uyni1taw4ucg5nil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Advice

From communication to drive: The importance of soft skills

Soft skills are often difficult to quantify, yet they can become an absolute necessity for your business to reach its...

READ STORY

W1siziisijiwmtcvmtevmdgvmtavntqvmzivotuvaw1hz2uxns1taw4uanbnil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
News

Only one in three workers say their employers offer training

Just one-third of workers report that their employer offers regular training opportunities, a new poll by the Trades ...

READ STORY

W1siziisijiwmtcvmtevmdgvmtavmzivntuvndgzl0ryaw5rlw1pbi5qcgcixsxbinailcj0ahvtyiisijmznxgxnzajbmuixv0
Advice

How can you encourage an inclusive work environment?

Inclusivity in the workplace is an ideal most astute businesses strive for. Making employees feel comfortable and val...

READ STORY