Digital marketing budgets at the world's largest organisations are expected to increase by 8% next year, according to a new study from global research firm Gartner (reported by Essential Retail).
Companies spent 10.2% of their annual 2014 revenue on overall marketing activities, and 50% of businesses planning an increase in 2015.
According to Gartner, "The survey also found that the highest marketing technology investment in 2014 is for customer experience. Customer experience is also considered by many companies to be the top innovation project, just edging out product innovation.....For marketers in 2014, it's less about digital marketing than marketing in a digital world. Hence, marketers manage a much more balanced and integrated marketing mix than in previous years, which were characterised by online and offline silos."