The timeline shows the expected change in digital marketing spending as opposed to traditional advertising spending according to CMOs in the United States form 2012 to 2018. In August 2018, responding marketers stated that their digital marketing budgets would grow by 12.3 percent in the following 12 months, while offline advertising expenses would decrease by 1.2 percent in the same time period.
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Change in digital vs. traditional marketing budgets as per U.S. CMOs 2012-2018
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Change in digital marketing spending and traditional advertising according to CMOs in the United States from 2012 to 2018
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The timeline shows the expected change in digital marketing spending as opposed to traditional advertising spending according to CMOs in the United States form 2012 to 2018. In August 2018, responding marketers stated that their digital marketing budgets would grow by 12.3 percent in the following 12 months, while offline advertising expenses would decrease by 1.2 percent in the same time period.
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| Traditional advertising spending* | Digital marketing spending | |
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The timeline shows the expected change in digital marketing spending as opposed to traditional advertising spending according to CMOs in the United States form 2012 to 2018. In August 2018, responding marketers stated that their digital marketing budgets would grow by 12.3 percent in the following 12 months, while offline advertising expenses would decrease by 1.2 percent in the same time period.
Show more- Show sources information
- Show publisher information
- Release date
- August 2018
- Region
- United States
- Survey time period
- February 2012 to August 2018
- Number of respondents
- 2,895 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.
More information
- Region
- United States
- Survey time period
- February 2012 to August 2018
- Number of respondents
- 2,895 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.
Other interesting statistics
Perceived ROI level from digital marketing channels worldwide 2017
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+Usage of personalization in digital marketing channels worldwide 2018
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+Personalization in marketing - ways of using data 2016
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+Opinions on personalization in marketing in the U.S. 2017
+
+North American consumer preference of retail personalization form 2017, by gender
+
+Data used by marketers when targeting for personalization worldwide 2018
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Statistics on "Marketing personalization"
- Overview & usage
The most important statistics
- Digital channels in which personalized communication is used worldwide as of March 2018Usage of personalization in digital marketing channels worldwide 2018
- Leading types of personalization experiences used by marketers worldwide as of March 2017Most used types of personalization experiences by marketers worldwide 2017
- Most used formats of personalization according to marketing professionals worldwide as of March 2018Personalization format usage worldwide 2018
- Leading digital marketing personalization technologies used by large companies worldwide as of May 2016Digital marketing personalization technologies used by companies worldwide 2016
- Share of marketing budgets devoted to personalized digital marketing communications worldwide as of May 2016Share of marketing budget spent on digital personalization worldwide 2016
- Leading criteria used for targeting visitors or users to personalize experiences according to marketing professionals worldwide as of March 2018Data used by marketers when targeting for personalization worldwide 2018
- Share of marketers using age data for content personalization in the United States as of September 2017, by channel Share of marketers personalizing by age in the U.S. 2017, by channel
- Marketer perspective
The most important statistics
- Leading benefits from website and in-app personalization according to marketing professionals worldwide as of March 2017Leading website and in-app personalization benefits worldwide 2017
- Leading obstacles to using personalization according to marketers in North America as of October 2017Main obstacles to using personalization among North American marketers 2017
- Perceived level of ROI generated by selected digital marketing channels according to marketers worldwide as of June 2017Perceived ROI level from digital marketing channels worldwide 2017
- Company adoption level of selected marketing technologies according to ad and marketing executives in North America as of June 2017North American company adoption levels of selected marketing technologies in 2017
- Share of marketing professionals satisfied with levels of personalization in digital marketing channels worldwide as of March 2017Degrees of satisfaction with online channel personalization levels worldwide 2017
- Leading ways of using data to facilitate marketing personalization according to industry professionals worldwide as of November 2016Personalization in marketing - ways of using data 2016
- Consumer perspective
The most important statistics
- Consumer interpretations of marketing content personalization in the United States as of April 2017Understanding of personalization in marketing among U.S. consumers 2017
- Attitudes towards marketing content personalization the United States as of April 2017Opinions on personalization in marketing in the U.S. 2017
- Consumer attitude towards companies using their purchase history for shopping recommendations sent to mobile phones in the United States as of December 2017U.S. consumer view of purchase history based mobile shopping recommendations 2017
- Appreciation of personalized recommendations on selected online platforms according to consumers in the United States as of May 2017U.S. consumer appreciation of personalized recommendations on selected platforms 2017
- Preferred form of retail personalization among shoppers in North America as of November 2017, by genderNorth American consumer preference of retail personalization form 2017, by gender
- Preferred form of retail personalization among shoppers in North America as of November 2017, by age groupNorth American consumer preference of retail personalization form 2017, by age group
- Share of U.S. consumers who expect to be delivered personalized experiences within one hour of identifying themselves to a brand as of September 2017U.S. consumer expected personalized experiences in exchange for personal data 2017
- Share of consumers who think companies are successful at delivering online personalized experiences in the United States as of April 2017, by industryU.S. consumer view of successful online personalization use 2017, by industry
- Effectiveness
The most important statistics
- Most effective personalization tactics according to marketing executives in the United States as of April 2017Most effective personalization strategies in the U.S. 2017
- Most successful e-commerce marketing personalization techniques worldwide as of June 2017, based on average uplift in revenue-per-visitor (RPV)Top-performing e-commerce marketing personalization tactics worldwide 2017
- Share of consumers who expect personalized shopping experiences vs. their actual experiences as of September 2017, by channelU.S. personalized shopping experiences: expectations vs. reality 2017, by channel
- Ways in which companies are successful at personalization on websites and mobile apps according to consumers in the United States as of April 2017Companies doing well at personalization online in the U.S. 2017
- Ways in which companies are successful at personalization in physical locations according to consumers in the United States as of April 2017Companies doing well at personalization offline in the U.S. 2017
- Share of consumers who find online store product suggestions matching their buying interests in the United States as of May 2017U.S. consumers view of online store product suggestions 2017
- Frequency of purchasing items suggested by online stores in the United States as of May 2017, by incomeFrequency of purchasing items suggested by online stores in the U.S. 2017, by income
The most important statistics
- Key performance indicators (KPIs) of personalized vs. non-personalized e-mail content in the United States as of April 2017KPIs of personalized vs. non-personalized e-mails in the U.S. 2017
- Most effective e-mail tactics in driving conversions according to online retailers as of June 2016E-mail tactics seen as driving conversions according to online retailers 2016
- Planned changes in e-mail marketing strategies according to retailers in North America between 2016 and 2018North America: planned changes in e-mail marketing strategies 2016-2018
- Average conversion rate of triggered e-mails in the United States in 2016, by order value Triggered e-mails average conversion rates in the U.S. in 2016, by order value
- Revenue per triggered e-mail in the United States in 2016, by type (in U.S. dollars)Revenue per triggered e-mail in the U.S. in 2016, by type
- Personalized e-mail marketing target groups in North America as of September 2016North America: personalized e-mail marketing target groups 2016
- Share of marketers using age data for content personalization in the United States as of September 2017, by channel Share of marketers personalizing by age in the U.S. 2017, by channel
- Share of consumers who find selected e-mail marketing practices annoying in the United States as of July 2017U.S. consumers annoyance with selected e-mail marketing practices in 2017
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Further Content: Statistics, Studies, and Topic Pages
Statistics
- Expected change in marketing budgets according to CMOs in the U.S. 2009-2018
- Expected change in marketing spend worldwide 2017, by channel
- Budget anticipation of marketing managers in Sweden 2016, by companies’ revenue
- U.S. businesses - revenue share invested in marketing 2012-2018
- Budget anticipation of marketing managers in Sweden 2016
- U.S. businesses marketing budget share 2017, by category
- Expected distribution of marketing budget spend in the Netherlands 2016-2020, by type
- Shift from linear TV to online video advertising budget use worldwide 2017, by region
- Share of TV advertising budget used on targeted advertising 2017, by region
- Marketing budget change according to marketers in Canada 2017
- Share of digital advertising budgets traded programmatically worldwide 2017
- Marketers' budget growth predictions worldwide 2017
- Leading factors influencing marketing professionals' media budget allocation in 2017
- U.S. small businesses: presence of marketing budget 2016
- Share of marketing budgets allocated to lead generation in the U.S. 2014
Studies
- Mobile marketing in the U.S.
- Content marketing
- B2B marketing
- SME marketing in the U.S.
- E-mail marketing in the U.S.
- Marketing personalization
- B2B Content Marketing 2019
- Content Marketing in the UK 2018
- Marketer Email Tracking Study 2018
- US Public Libraries Marketing and Communications Landscape
- B2C Content Marketing 2019
- B2B Content Marketing 2018
- B2C Content Marketing 2018
- DMA Insight: Marketer Email Tracking Study 2017
- Manufacturing Content Marketing 2018
Statistics on the topic
Free statistics
- Perceived level of ROI generated by selected digital marketing channels according to marketers worldwide as of June 2017
- Consumer attitude towards companies using their purchase history for shopping recommendations sent to mobile phones in the United States as of December 2017
- Most effective e-mail tactics in driving conversions according to online retailers as of June 2016
- Change in marketing budgets according to marketing professionals in Canada in 2017
Premium Statistics
- Digital channels in which personalized communication is used worldwide as of March 2018
- Leading types of personalization experiences used by marketers worldwide as of March 2017
- Most used formats of personalization according to marketing professionals worldwide as of March 2018
- Leading digital marketing personalization technologies used by large companies worldwide as of May 2016
- Share of marketing budgets devoted to personalized digital marketing communications worldwide as of May 2016
- Leading criteria used for targeting visitors or users to personalize experiences according to marketing professionals worldwide as of March 2018
- Share of marketers using age data for content personalization in the United States as of September 2017, by channel
- Leading benefits from website and in-app personalization according to marketing professionals worldwide as of March 2017
- Leading obstacles to using personalization according to marketers in North America as of October 2017
- Company adoption level of selected marketing technologies according to ad and marketing executives in North America as of June 2017
- Share of marketing professionals satisfied with levels of personalization in digital marketing channels worldwide as of March 2017
- Leading ways of using data to facilitate marketing personalization according to industry professionals worldwide as of November 2016
- Consumer interpretations of marketing content personalization in the United States as of April 2017
- Attitudes towards marketing content personalization the United States as of April 2017
- Appreciation of personalized recommendations on selected online platforms according to consumers in the United States as of May 2017
- Preferred form of retail personalization among shoppers in North America as of November 2017, by gender
- Preferred form of retail personalization among shoppers in North America as of November 2017, by age group
- Share of U.S. consumers who expect to be delivered personalized experiences within one hour of identifying themselves to a brand as of September 2017
- Share of consumers who think companies are successful at delivering online personalized experiences in the United States as of April 2017, by industry
- Digital companies perceived as successful at personalizing online experiences according to consumers in the United States as of October 2016
- Most effective personalization tactics according to marketing executives in the United States as of April 2017
- Most successful e-commerce marketing personalization techniques worldwide as of June 2017, based on average uplift in revenue-per-visitor (RPV)
- Share of consumers who expect personalized shopping experiences vs. their actual experiences as of September 2017, by channel
- Ways in which companies are successful at personalization on websites and mobile apps according to consumers in the United States as of April 2017
- Ways in which companies are successful at personalization in physical locations according to consumers in the United States as of April 2017
- Share of consumers who find online store product suggestions matching their buying interests in the United States as of May 2017
- Frequency of purchasing items suggested by online stores in the United States as of May 2017, by income
- Key performance indicators (KPIs) of personalized vs. non-personalized e-mail content in the United States as of April 2017
- Planned changes in e-mail marketing strategies according to retailers in North America between 2016 and 2018
- Average conversion rate of triggered e-mails in the United States in 2016, by order value
- Revenue per triggered e-mail in the United States in 2016, by type (in U.S. dollars)
- Personalized e-mail marketing target groups in North America as of September 2016
- Share of consumers who find selected e-mail marketing practices annoying in the United States as of July 2017
- Leading e-mail personalization errors that consumers find frustrating in the United States as of July 2017
- Change in marketing spending according to CMOs in the United States from 2009 to 2018
- Change in marketing spending according to marketing professionals worldwide as of September 2017, by channel
- Will your total marketing budget increase or decrease in the coming year?
- Share of company's revenues spent on marketing according to marketing professionals in the United States as of August 2018
- Will your total marketing budget increase or decrease in the coming year?
- Share of budgets devoted to marketing according to companies in the United States as of February 2017, by industry
- Opinions on the share of the marketing budget spend on digital and traditional marketing measures in the Netherlands in 2016, with a forecast to 2020, by type of marketing
- Proportion of TV advertising budget expected to shift from linear television networks to online video according to marketers worldwide as of March 2017, by region
- Proportion of TV advertising budget spent on targeted advertising according to marketers worldwide as of March 2017, by region
- Proportion of digital advertising budgets traded programmatically according to marketing professionals worldwide as of March 2017
- Expected growth of global marketing budgets according to marketing professionals worldwide as of March 2017
- Leading factors influencing media budget allocation according to marketing professionals worldwide as of 2017
- Do you have a set marketing budget?
- Approximately what percentage of your marketing budget goes toward acquiring new prospects versus building relationships with existing ones?
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