Change in digital vs. traditional marketing budgets as per U.S. CMOs 2012-2020

Between February 2019 and February 2020, U.S. marketers indicated a slight increase in spending on traditional media (excluding the internet) as well as an increase in investments in digital ones. However, since early 2015 there has been a visible advantage in the focus on digital marketing and advertising over traditional channels. In general, marketers have been reducing their budgets for traditional advertising, while growth in expenses on digital marketing remained positive.

Marketing budgets in the United States

All in all, U.S. marketing executives devote on average between seven and 10 percent of their company’s revenues towards marketing budgets. As of August 2019, CMO’s generally stayed positive about their budgets for the next 12 months, yet in reality the industry faced a decline in resources dedicated to marketing. According to marketing professionals their budgets were to grow by roughly eight percent, while the actual data shows just a six-percent growth, pointing to a divide between marketer’s expectations and the reality of the industry. However, one thing is certain – U.S. CMOs are and will be investing more and more in mobile marketing, which is evident by constant growth in the share of their budgets allocated to this medium.

Change in digital marketing spending and traditional advertising according to CMOs in the United States from 2012 to 2020

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Sources

Release date

February 2020

Region

United States

Survey time period

February 2012 to February 2020

Number of respondents

265 respondents

Special properties

among marketers from for-profit companies

Method of interview

Email survey

Supplementary notes

Traditional advertising refers to media advertising not using the internet.

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Statistics on "Digital advertising in the U.S."

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