Market Data

Marketing Budgets 2014

By Econsultancy,

There is a newer version of this report available: Marketing Budgets 2016


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.

The report includes the following sections:

  • Marketing focus
  • Marketing budgets
  • Investment in technology
  • Marketing effectiveness and ROI
  • Barriers to further investment
  • Most important area of digital focus in 2014

We have identified three key trends:

  1. Marketing budgets at most buoyant since launch of inaugural survey
  2. Paid media continue to get the lion’s share of budget but the research points to continued erosion from earned media
  3. Continued bias towards acquisition marketing over retention

Table of contents

  1. Executive Summary and Highlights
  2. Foreword by Responsys
    1. About Responsys
    2. About Econsultancy
  3. Methodology and Sample
  4. Findings
    1. Marketing focus
    2. Marketing budgets
      1. Proportion of budget spent on digital
      2. Proportion of revenue derived from digital marketing spend
      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. Acquisition / retention focus for investment
      11. Change in budgets for offline marketing channels
    3. Investment in technology
      1. Plans for digital marketing technology spend
      2. Investment in digital marketing technologies
      3. Desired investment in digital marketing technologies
      4. Investment in social media platforms
    4. 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
    5. Barriers to further investment
    6. Most important area of digital focus in 2014
  5. Appendix 1: Respondent Profiles
    1. Geographic location
    2. Job roles
    3. Industry sector
    4. B2B / B2C focus
    5. Annual company revenue
    6. Annual marketing budget
  6. Appendix 2: Marketing Budgets by Company Revenue

Download a copy of the report to learn more.

free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: Marketing Budgets 2014 (1.42 MB PDF)
  • Pdf Disabled Marketing Budgets 2014 (3.12 MB PDF)
  • Excel Disabled Marketing Budgets 2014 Data (88.4 KB Microsoft Excel)

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