The proportion of agencies saying their clients are investing less than 10% of their budgets in digital marketing has decreased by 10% in the last 12 months, while the proportion of those saying clients invest between 10% and 50% has increased from 50% in 2012 to 64% this year.
What percentage of your overall marketing budget is spent on digital marketing? (Client-side respondents)
The report is based on a survey of around 400 company and agency marketers, carried out in June and July 2013 and promoted by Econsultancy and Campaign Asia-Pacific.
It looks at relative levels of planned spending this year across a range of marketing disciplines or channels, comparing online and offline budgets while also looking at investment in different types of marketing technology and level of digital knowledge.
Revenue derived from digital spend
The State of Digital Marketing in Asia 2013 Report also asked respondents what proportion of their revenue is derived from digital marketing spend.
Though it’s a difficult number to put an exact figure on, two-thirds (66%) of companies surveyed said that up to 50% of their total revenues come from digital marketing, while just under a fifth (16%) indicated that they derive more than 70% of their earnings from their investment in digital channels.
Based on this data, companies are deriving, on average, 31% of their revenues from their digital marketing spend.
Agency respondents gave a slightly more negative outlook, estimating that their clients achieve 25% of their revenue through digital channels.
Approximately what percentage of your overall revenue derives from your digital marketing spend? (Client-side respondents)