Just over two-thirds (70%) of businesses are planning to increase investment in digital marketing technology in 2014, according to a new report from Econsultancy and Responsys.

In comparison just 2% of businesses will decrease their level of spending while 28% will maintain the same level of investment.

These figures, which come from the Marketing Budgets Report 2014, are largely consistent with the findings from last year’s survey with just a few percent difference for each answer. In fact, since the survey was first conducted in 2011 the proportion of respondents planning to increase investment in digital marketing technologies has remained consistent at around 70%.

This highlights the fact that marketers need to maintain a high level of investment in order to stay up-to-date with the latest developments in digital technologies.

What best describes your plans for digital marketing technology spending in 2014?

The Marketing Budgets 2014 Report, published by Econsultancy in association with Responsys, looks in detail at how companies are allocating their online and offline marketing budgets in 2014.

The report compares spending trends – and ability to measure ROI – across different 'traditional' and digital channels.

More than 600 companies, mainly from the UK, participated in this research, which took the form of an online survey between December 2013 and January 2014.

Investment in digital marketing technologies

The survey also asked respondents to identify exactly where they would be increasing their investment in 2014.

CRM takes the top spot when it comes to technology investment, with half (49%) of companies surveyed planning to spend more in this area (up by 4% in the last 12 months).

Other areas organisations are likely to be increasing investment in are business analytics and web analytics software (47%), email platforms (40%) and content management systems (40%).

In which types of digital marketing technology will you be increasing investment in 2014?

The year-on-year comparison shows there has been a significant decline in the proportion of organisations that plan to increase investment in social media management systems, from over a third (38%) in 2013 to a quarter (26%) this year.

Compared to last year, fewer companies are planning to increase their investment in paid search/bid management (-8%), video advertising (-6%) and cross-channel/multichannel campaign management (-4%).

David Moth

Published 18 February, 2014 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

1719 more posts from this author

You might be interested in

Comments (4)


David Jackson


Interesting data - thanks.

One question. Other than social listening/reputation monitoring, all the areas of spend listed relate to getting the message out. This seems to suggest that marketing is more of a monologue than a dialogue with prospects and customers. Is this a fair characterisation of what the research tells us?


over 4 years ago


Michael Draven

In 2013, the advent of social and mobile CRM has changed the way businesses operate. For 2014, the investment in CRM analytics and integrating business email will definitely bring all your customers and employees to a single platform. I have seen many CRM apps make waves during 2013 and one of those happens to be Banckle CRM which is a great app to work with and offer good analytics as well as instant integration with your mailboxes. Check out: http://banckle.com/apps/crm.html

over 4 years ago



hey great article ! i highly recommend http://www.snapforce.com it has great service and good price! vs http://www.salesforce.com both are good but snapforce takes the cake overall on price and service.

over 4 years ago


Alexandru Rada, founder at Vibetrace

Thanks for the article.

I don't know why you split between the CRM and email. Email is more like a must-have for a CRM, where you can easily segment users, communicate on a personal level and so-on.

About analytics, here's is another story. It's not investing in Analytics, it's more like investing to extract more relevant reports from analytics.

Anyway, I'd recommend ecommerce merchants to have a look on http://vibetrace.com for a complete personalized marketing automation tool.

about 4 years ago

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Digital Pulse newsletter. You will receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.