Econsultancy and Responsys today announced the findings from the joint survey: Marketing Budgets 2013.

The Marketing Budgets 2013 Report, published by Econsultancy in partnership with Responsys, paints a very buoyant picture for marketing investment, both for overall and digital marketing spending.

Reflecting a more stable economic environment the survey found:

-) 54% of companies surveyed intend to increase their overall marketing investment in 2013 (up from 45% in 2012)

-) 71% report increases for their digital budgets this year.

-) This compares to 20% of responding organisations who said they plan to increase their traditional (offline) budgets.

The annual research, in its fourth year, looks at relative levels of planned spending this year across a range of marketing channels, comparing online and offline budgets while also looking at planned investment in different types of marketing technology.

The report is based on a survey of more than 800 marketers (mainly in the UK) carried out by Econsultancy in December 2012 and January 2013.

Econsultancy Research Director Linus Gregoriadis said: "Our bellwether research shows that investment in digital marketing and associated technology during 2013 will be buoyant, as companies seek to meet financial objectives for customer acquisition and retention. Companies will be looking to adopt a more joined-up approach to marketing, so that different channels are working in harmony rather than in silos."

Simon Robinson, Senior Marketing and Alliances Director EMEA, Responsys, commented: “The mass marketing era is dead, we’ve entered the relationship era. To succeed, companies will need to flip their approach to marketing on its head and design cross-channel strategies to deliver long-term relationships, not short-term transactions. The good news is that marketing budgets are shifting accordingly. Successful marketers in the relationship era will be those who dedicate more resources toward forging real, individual relationships with their prospects and customers.”

Other findings from the report include:

-) The average expected increase (for those increasing digital budgets) is 28%, slightly higher than the average expected increase of 26% for offline budgets.

-) Of those companies increasing their digital marketing budgets, 56% will increase them by more than 20%.

-) On average, companies are spending 35% of their total marketing budgets on digital, compared to 36% in 2012.

-) Over two-thirds (70%) of companies surveyed report increases for their content marketing budgets over the next 12 months, the highest for any digital channel or discipline.

-) Only half of companies (50%) surveyed claim to have a ‘good’ or ‘very good’ understanding of ROI from digital marketing channels, down from 55% last year and continuing a trend of decline since 2010 when the figure was 67%. For comparison, the proportion of organisation rating their understanding of ROI from traditional marketing as good or very good has hovered around the 50% mark over that timeframe.

-) Just under a quarter (24%) of companies indicate that retention and engagement will be a stronger focus for investment than acquisition in 2013, while 31% will focus more on acquisition.

-) Half (50%) of client-side respondents and around three-quarters (73%) of agencies indicating that organisations will recruit more people into their digital marketing teams in the coming months.

Get this report:

The full report is available on the Econsultancy website here:

The full report is available to Econsultancy subscribers (Silver level and above), or on a pay-per-view basis.

For more information about this report, contact:

Monica Savut, Senior Research Analyst, Econsultancy
monica.savut AT
+44 (0) 207 269 1450

About Econsultancy

Econsultancy is a digital marketing best practice community and publisher, which educates the world’s marketers on everything from web analytics and email marketing, to social media, PR and ecommerce.

Econsultancy provides independent research, consultancy services, and worldwide events and training for over 180,000 members and counting, and has offices in London, New York, Sydney, Singapore and Dubai. Econsultancy was acquired by Centaur Media plc in July 2012.



About Responsys

Responsys is a leading provider of email and cross-channel marketing solutions that enable companies to engage in relationship marketing across the interactive channels customers are embracing today—email, mobile, social, the web and display. With Responsys solutions, marketers can create, execute, and automate highly dynamic campaigns and lifecycle marketing programs that are designed to grow revenue, increase marketing efficiency, and strengthen customer loyalty.

Responsys’ New School Marketing vision, flexible on-demand application suite, and customer success-focused services aim to deliver high ROI, increased levels of automation and fast time-to-value. Founded in 1998, Responsys is headquartered in San Bruno, California and has offices throughout the world.

Responsys serves world-class brands such as: American Family Mutual Insurance Company, Avis Europe, Deutsche Lufthansa, Dollar Thrifty, LEGO, LinkedIn, Newegg, Orbitz, Qantas, Southwest Airlines, United Airlines and UnitedHealthcare. For more information about Responsys, visit

Published on: 9:00AM on 5th February 2013