London, 26 February 2015

Spending on digital marketing will reach record levels in 2015, with 77% of companies planning to increase their budgets during the coming year.

This is a key finding from the sixth annual Marketing Budgets Report, which found that 8% more companies than last year are planning to ramp up their digital marketing investment.

The research, published by Econsultancy in partnership with Oracle Marketing Cloud, also revealed that 79% of companies are planning to increase their spending specifically on digital marketing technology, another record high since the research was launched in 2010.

The research found that paid-for media gets 39% of overall digital marketing budgets, compared to 35% for ‘owned media’ (i.e. companies’ own digital properties and content) and 26% for ‘earned media’ (social media).

However, more companies are increasing their earned and owned media budgets this year (71% and 67% respectively) than they are for paid media (61%).

Content marketing continues to be the most buoyant channel in terms of where organisations are most likely to say they will be increasing budgets. Just under three-quarters (73%) of responding companies said they would be increasing this budget in 2015, marginally down from 74% a year ago. Content marketing now commands 10% of digital marketing budgets, second only to paid search with 13%.

The report is based on a survey of almost 600 digital marketers and ecommerce professionals, mainly in the UK and across a range of business sectors, carried out by Econsultancy in December 2014 and January 2015.

Econsultancy Research Director Linus Gregoriadis said: “Companies are more committed than ever to their digital marketing activities, with a growing appetite for paid-for advertising, earned media and investment in their own web properties. Investment in digital marketing technology is also buoyant, with marketers seeking to ensure that they have the right tools for acquisition, retention and engagement programmes.”

Sylvia Jensen, senior director, EMEA Marketing, Oracle Marketing Cloud, commented: “This is an exciting time to work in marketing, where budgets and boardroom support are rising steadily, driven by the proven ROI digital marketing technologies can offer, as well as the new challenges of delivering a connected customer experience. The ability to attract and retain customers with a joined-up multi-channel approach is critical for marketers in today’s digital age.”

Other findings from the report include:

-) Marketers are getting better at securing buy-in and financial support from the C-suite. Just under three-quarters (72%) of companies surveyed say that it has become easier to secure boardroom buy-in for increased digital marketing budgets, up from 64% in 2014.

-) The propensity for companies to be more heavily focused towards marketing for new customers (rather than trying to keep existing ones) continues in 2015, with acquisition up from 34% in 2014 to 38% this year (as a stronger focus of investment).

-) Investment in Data Management Platforms is set to surge. The proportion of organisations that plan to increase investment in DMPs has doubled in the last 12 months

-) Nearly three quarters (74%) of the companies surveyed either agree or strongly agree that they are working towards delivering cohesive customer experiences, rather than standalone campaigns or interactions. Compared to last year, companies are 35% more likely to increase their budgets for cross-channel / multichannel campaign management technology.

Get this report

The full report is available on the Econsultancy website here: http://econsultancy.com/reports/marketing-budgets.

The report is available to Econsultancy subscribers.
For more information about this report, contact:

Linus Gregoriadis, Research Director, Econsultancy
linus AT econsultancy.com
+44 (0) 207 269 1450

Oracle Marketing Cloud Press Office

OMC@cmgrp.com

+44 (0) 844 875 1455

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About Oracle Marketing Cloud

Modern Marketers choose Oracle Marketing Cloud to build customer obsessed cultures, create and manage ideal customers, and power revenue performance. They transform marketing by truly knowing the customer, engaging with cross-channel marketing, and achieving data driven accountability. Integrated information from cross-channel, content, and social marketing with data management and activation along with hundreds of app and data partners enables them to target, engage, convert, analyse, and use award-winning marketing technology and expertise to deliver personalised customer experiences at every interaction.

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Published on: 10:00AM on 26th February 2015