Market Data

Marketing Budgets 2012

By Econsultancy,

There is a newer version of this report available: Marketing Budgets 2016


The Marketing Budgets 2012 Report, published by Econsultancy in association with Experian Marketing Services, looks in detail at how companies are allocating their online and offline marketing budgets in 2012. 

The report compares spending trends - and ability to measure ROI - across different 'traditional' and digital channels.  

More than 500 companies, mainly from the UK, participated in this research, which took the form of an online survey between December 2011 and January 2012.

The report includes the following sections:

  • Marketing budgets
  • Investment in technology and resources
  • Marketing effectiveness and ROI
  • Barriers to further investment

We have identified six key trends:

  1. Digital continues to be a key priority for marketers in 2012
  2. Companies are recruiting more staff, but shortage of talent is still preventing them from fully harnessing digital marketing
  3. More companies embrace digital marketing technology, with a focus on measuring and optimising business performance
  4. The big paradox: social media marketing is the fastest-growing channel in terms of investment, but remains the hardest to measure
  5. Television remains one of the most enduring media for brand advertising
  6. Mobile penetration and engagement have reached a tipping point, but ad spend still lag behind

Table of contents

  1. Executive Summary and Highlights
  2. Foreword by Experian Marketing Services
  3. About Econsultancy
  4. About Experian Marketing Services
  5. Methodology and Sample
    1. Methodology
    2. Respondent profiles
  6. Findings
    1. Marketing budgets
      1. Proportion of budget spent on digital
      2. Proportion of revenue derived from digital marketing spend
      3. Plans for overall marketing budget
      4. Increase in overall marketing budget
      5. Plans for digital marketing budget
      6. Increase in digital marketing budget
      7. Plans for traditional (offline) marketing budget
      8. Increase in traditional (offline) marketing budget
      9. Change in budgets for digital marketing channels
      10. Change in budgets for offline marketing channels
    2. Investment in technology and resources
      1. Investment in digital marketing team
      2. Plans for digital marketing technology spend
      3. Investment in digital marketing technologies
      4. Investment in mobile channels or technologies
    3. Marketing effectiveness and ROI
      1. Understanding of ROI from digital channels
      2. Understanding of ROI from traditional marketing channels
      3. Ability to measure ROI from digital channels
    4. Barriers to further investment
  7. Appendix 1: Respondent Profiles
    1. Geographic location
    2. Job roles
    3. Type of companies – supply-side respondents
    4. Industry sector
    5. B2B / B2C focus
    6. Annual company revenue
    7. Annual marketing budget
  8. Appendix 2: Marketing Budgets by Region

Download a copy of the report to learn more. 

free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: Marketing Budgets 2012 (800 KB PDF)
  • Pdf Disabled Marketing Budgets 2012 (1.85 MB PDF)

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