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There is a newer version of this report available: Marketing Budgets 2016

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The Marketing Budgets 2011 Report, published by Econsultancy in association with business analytics software and services company SAS UK, looks in detail at how companies are allocating their online and offline marketing budgets in 2011. 

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

More than 500 companies, mainly from the UK, participated in this research, which took the form of an online survey between December 2010 and January 2011.

The report includes the following sections:

  • Marketing budgets
  • Investment in technology and resources
  • Marketing effectiveness and ROI

Findings include:

  • Nearly three-quarters (72%) of responding companies say their digital marketing budgets are increasing this year, and this figure is up from 68% a year ago.
  • Companies increasing their digital marketing budgets are doing so by an average 35% year-on-year, up from 33% last year.
  • While digital continues to grow, the improved economic environment has improved the fortunes of some offline marketing channels.

Table of Contents

  1. Executive Summary and Highlights
  2. Introduction by SAS
  3. About Econsultancy
  4. About SAS
  5. Findings
    1. Marketing budgets
      1. Annual marketing budget
      2. Proportion of budget spent on digital
      3. Plans for overall marketing budget
      4. Increase in overall marketing budget
      5. Plans for digital marketing budget
      6. Increase in digital marketing budget
      7. Plans for traditional (offline) marketing budget
      8. Increase in traditional (offline) marketing budget
      9. Change in budgets for digital marketing channels
      10. Change in budgets for offline marketing channels
    2. Investment in technology and resources
      1. Investment in digital marketing team
      2. Plans for digital marketing technology spend
      3. Investment in digital marketing technologies
    3. Marketing effectiveness and ROI
      1. Understanding of ROI from digital channels
      2. Understanding of ROI from traditional marketing channels
      3. Ability to measure ROI from digital channels
      4. Metrics to measure marketing effectiveness
      5. Barriers to further investment
  6. Appendix: Methodology and Sample
    1. Respondents
    2. Geographic location
    3. Job roles
    4. Job function
    5. Type of companies – supply-side respondents
    6. Industry sector 
    7. B2B / B2C focus
    8. Annual companyrevenue

You can download a free sample of this report to learn more, and to see the full contents section.

Downloads

  • Pdf SAMPLE: Marketing Budgets 2011 (879 KB PDF)
  • Pdf Disabled Marketing Budgets 2011 (1.87 MB PDF)
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