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Change in digital vs. traditional marketing budgets as per U.S. CMOs 2012-2018

Change in digital marketing spending and traditional advertising according to CMOs in the United States from 2012 to 2018

by A. Guttmann, last edited May 29, 2019
Change in digital vs. traditional marketing budgets as per U.S. CMOs 2012-2018 Between February and August 2018, U.S. marketers indicated a slight increase in spending on traditional media (excluding the internet) and a decline 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 nine percent of their company’s revenues towards marketing budgets. As of early 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 marketing1. According to marketing professionals their budgets were to grow by eight percent, while the actual data shows just a five-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.
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Change in digital marketing spending and traditional advertising according to CMOs in the United States from 2012 to 2018

Traditional advertising spending*Digital marketing spending
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Traditional advertising spending*Digital marketing spending
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by A. Guttmann, last edited May 29, 2019
Between February and August 2018, U.S. marketers indicated a slight increase in spending on traditional media (excluding the internet) and a decline 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 nine percent of their company’s revenues towards marketing budgets. As of early 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 marketing1. According to marketing professionals their budgets were to grow by eight percent, while the actual data shows just a five-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.
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