Our research covers marketing leaders’ expectations for digital marketing in 2017, including budget, strategic priorities, challenges, talent and partnerships.
- Digital marketing budgets are up—but are they enough? Eighty percent of marketing leaders report year-over-year growth in the percentage of their marketing budget allocated to digital. Yet, over half name budget overruns as their most significant organizational challenge.
- Majority of the digital marketing budget is spent on technology. Leaders estimate that over half (53 percent) of their digital marketing budget goes to marketing technology.
- Digital advertising and social marketing are top strategic priorities. Moreover, 72 percent of marketing leaders say they spend the most time and resources on social media.
- Digital marketing strategy talent is in demand. Thirty-six percent of marketing leaders name strategic operations skills as the most critical to their marketing team’s ability to meet overall organizational demands.
- Lack of available and qualified talent is felt across the organization. Ninety-five percent of marketing organizations have been negatively impacted due to a lack of available qualified marketing professionals.
- One-third of digital marketing talent needs are met by external partners . Access to new or niche skill sets and bandwidth are the most common reasons for working with a third-party services provider.
Read our executive summary for complete survey results.