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There is a newer version of this report available: Marketing Budgets 2016


The Marketing Budgets 2013 Report, published by Econsultancy in association with Responsys, looks in detail at how companies are allocating their online and offline marketing budgets in 2013.

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

More than 800 companies, mainly from the UK, participated in this research, which took the form of an online survey between December 2012 and January 2013.

The report includes the following sections:

  • Marketing budgets
  • Investment in technology and resources
  • Marketing effectiveness and ROI
  • Barriers to further investment
  • Most important area of digital focus in 2013

We have identified six key trends:

  1. A positive outlook for marketing investment
  2. Digital marketing technology continues to attract significant investment as marketers aim for cross-channel integration and optimisation
  3. Content marketing is the most buoyant channel for investment
  4. Acquisition versus retention: the struggle for marketing dollars
  5. Digital is no longer seen as significantly more measurable than 'traditional marketing'
  6. Recruitment continues to be important as companies try to address the skills gap

Table of contents

  1. Executive Summary and Highlights
  2. Foreword by Responsys
    1. About Econsultancy
    2. About Responsys
  3. Methodology and Sample
    1. Methodology
    2. Respondent profiles
  4. 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. Acquisition / retention focus for investment
      11. 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
    5. Most important area of digital focus in 2013
  5. 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
  6. Appendix 2: Marketing Budgets by Company Revenue

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 2013 Report (673 KB PDF)
  • Pdf Disabled Marketing Budgets 2013 Report (1.55 MB PDF)
  • Excel Disabled Marketing Budgets 2013 Data (85.3 KB Microsoft Excel)

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