Digital Marketing Needs More CIO Attention

By Michael Vizard  |  Posted 03-21-2013 Print

A new Digital Marketing Spending report from Gartner, which is based on a survey of more than 250 marketers from U.S. companies with more than $500 million in annual revenue, finds that spending on digital marketing currently averages 2.5 percent of company revenue, but those marketing budgets are expected to rise by 9 percent in 2013.

While the return on investment with digital marketing remains a little murky, organizations are continuing to invest heavily in an activity that they see as being critical to their organization’s long-term success.

In fact, many CMOs will be outspending the IT organization on IT by 2017. More challenging yet, Gartner says the majority of CMOs have hired their own CTOs.

Obviously, digital marketing activities should be getting more attention from the CIO who, in collaboration with the CMO, could very well redefine how sales and marketing operate in the digital age.


Percentage of Marketing Budget Allocated to Digital Marketing Digital marketing now accounts for 12.5% of the average marketing budget.

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