Gartner: 9% Rise In Digital Marketing Spend Expected in 2013

Posted by Tracy Lewis on Mar 21, 2013 12:02:00 PM

MoneyEarlier this month, Gartner released its 2013 U.S. Digital Marketing Spend Survey results, based on responses from 253 marketers at U.S.-based companies.

On average, companies spent 10.4% of their annual 2012 revenue on marketing; 2.5% of this went specifically to digital marketing. In addition, digital marketing spend is expected to increase 9% this year.

With these increases in budgets comes a greater demand for more accountability, service integration and technical know-how among marketing teams. 

More Budget = More Responsibility

While larger budgets bring opportunity, they also bring responsibility. According to the report, “[increased funding] puts more pressure on marketers to deliver and prove a return on investments.” And, yet, only 9% of respondents cited analytics—one of the best ways to prove ROI—as critical to their success.

We agree with Gartner that a lack of focus on analytics is a severe oversight. It is those marketing teams that are able to turn data into intelligence, and intelligence into action that will be the most successful. These teams are better able to tie activities to bottom-line metrics that matter, which lets them report more accurately to executives, gain greater support ongoing and adjust campaigns based on performance.

The End of Marketing Silos

At 20% of companies, digital and traditional marketing techniques have merged so much that budgets are no longer allocated separately. Gartner expects that other companies will follow suit, as they realize that marketing programs can no longer run in silos.

For example, today, it’s common to see traditional TV ads with a social component, billboards driving viewers to a dedicated landing page on the company’s website, and online content spurring PR campaigns. With the lines blurring, it will become harder to earmark budgets specifically to digital or traditional strategies moving forward.

Technical Chops Required

In addition to the rise of digital marketing budgets (stemming from changes in consumer purchasing behaviors), 67% of marketers have budgets to acquire marketing software licenses and infrastructure.

This has created a need for chief marketing technologists, individuals with an understanding of both marketing and technology, in order to oversee and execute strategic programs. Today, 70% of companies have someone serving in a marketing/technology role.

That said: we envision the need for tech-savvy professionals to only grow, as new technologies crop up that continue to change the way consumers purchase products, and consequently how marketers do their jobs. For more on this topic, download PR 20/20’s free ebook, The Evolution of the Prototype Marketer, the Hybrids are Coming.

What’s Your Marketing Budget?

How does your marketing budget compare to Gartner’s averages? Do you plan to shift more funding to digital? Why or why not? Share your thoughts in the comments below. 

For additional insights from the report, visit the Gartner website.

About the Author: Tracy Lewis is an inbound marketing consultant with PR 20/20, a certified Gold HubSpot partner and inbound marketing agency that combines content, public relations, social media and search marketing into integrated campaigns. She is also the community manager for Marketing Agency Insider, the hub for agency news, information and resources.

Image Credit: 401(K) 2013

Read More

Topics: internet marketing, PR 20/20

How to Hire a Web Designer

Posted by Pete Caputa on Aug 16, 2008 10:15:00 AM

I've been pondering this a lately. A lot of web designers suck at web design. Many suck at marketing. The majority of web designers suck at business. And pretty much all web designers suck at sales, where sales is a virtuous skill defined as the process of figuring out what's important to their clients and then recommending a solution that helps them solve their problems and achieve their goals.

If you run a small business or manage marketing for a mid sized or large business, especially B2B businesses, and you're talking to a website designer... the most important thing to you is usually figuring out how to improve lead generation for your sales team through your website.

Paul Roetzer has published a few questions you should ask any website designer you're planning on hiring:

Q1: What's your Website Grade, Mr Designer?
Q2: How will our Website be optimized for search engines?
Q3: What Website analytics will we have access to?
Q4: Will we have the ability to change our own content?
Q5: How will our website generate leads?

Paul has some good tips in his article. You should read it if you're doing a site redesign. I'd also recommend educating yourself about the website redesign process and developing an internet marketing strategy first. Way too many people relaunch their website and then expect to figure out how to generate business from it. It really needs to be done the other way around, unless you prefer to waste time and money redoing things.

You learned how to drive before you bought your own car, right?

Read More

Topics: sales, web design, internet marketing, small business internet marketing

Do You Need an Internet Marketing Virtual Assistant?

Posted by Pete Caputa on Aug 15, 2008 10:33:00 AM

I asked Shari Sultana, an Internet Marketing Virtual Assistant, to write a quick article about why her clients choose to hire her, or someone like her. I have quite a few clients that could generate more leads if they had more time to committ to their content creation, link building, social media activity, etc. Some of them should consider hiring her.

If you're a small business owner you already know that time is a precious commodity. Most, if not all, small business owners wear many hats. They are the CEO, the sales department, the marketing department, the customer service department, the purchasing department and the accounting department. But doing all of these jobs leaves little to no time for building the business and increasing the profits.

Spending all your time working in your business leaves no time left to work on your business. Even if you do have a little extra time to work on your business most small business owners are either too tired or have personal commitments to attend to. Wouldn't it be great if you could just buy yourself more time? But wait, you can!

Ever heard the term "Virtual Assistant"? Virtual Assistants (or VAs) are an industry of small business owners whose business is to provide administrative and/or marketing support to other small business owners, all via the internet. Internet Marketing Virtual Assistants specialize in providing internet marketing support to small business owners who lack the time or skill to do their own internet marketing. Small business owners who hire the services of an internet marketing virtual assistant have the time to work on building their business and increasing their profits. Their VA does everything from helping with on page SEO, link building, press releases, article submissions, blogging, setting up and maintaining their social networking profiles, maintaining their websites, tracking their web analytics, and setting up their PPC campaigns.

VAs are independent contractors which means no employee taxes, benefits or overhead for the small business owners who hire them. VAs also work on an as needed basis which means no long term commitment is necessary. Virtual Assistants can be the answer to many time strapped business owners. In business, time is money. Leveraging the services of a virtual assistant could be the answer to your business success.

Read More

Topics: internet marketing, blog coach, internet marketing virtual assistant, internet marketing coach

Business Advice from Mark Paskell

Posted by Pete Caputa on Jul 22, 2008 11:14:00 PM

Business advice from design build remodeler coach, Mark Paskell:

  1. What is your unique selling proposition? The Contractor Coaching Partnership coaches and mentors residential contractors, using litmus tested, proven, best practices specific to the residential construction industry, and combines them with a powerful self improvement program.
  2. When & why did you start your current business? When? I started my business in February of 2008. Why? To have my own business and go after my dreams.
  3. What was the smartest business decision you've made in your current business? To build my business through referrals and personal introductions.
  4. What do you like most about internet marketing? I like the fact that you can reach many economically.
  5. If you had one piece of internet marketing advice for another business owner, what would it be? Do not waste your money on unproven website and IT services or people.
Read More

Topics: small business advice, business advice, internet marketing advice, internet marketing

Business Advice from Darcy Cook

Posted by Pete Caputa on Jul 9, 2008 8:17:00 PM

Business advice from CPR recertification expert, Darcy Cook:

  1. What was the smartest business decision you've made in your current business? We purchased a subscription to salesforce.com and transferred all of our client information into a client and sales management system.
  2. What person has had the most impact on the success of your business? My brother, Joe. He is the behind the scenes, "make it all happen", unsung hero of my company. I don't make a decision on growth unless I have his support. I create it and he makes it happen. He allows me to manage the business while he works hard to operate the business.
  3. If you had one piece of internet marketing advice for another business owner, what would it be? Do it right the first time. Moving toward the "latest and greatest" technology is inevitable. So, spend the time and research all of the options out there. Learn about how to maximize your website, SEO, Blog, Social Media, Video, webinars, etc..... Find someone who is already doing and using all of the tools, buy them a cup of coffee and listen.

If you're in central MA, I recommend you beg Darcy [or Joe] to buy her lunch (not just coffee) and ask her to tell you how they've become Central MA's latest internet marketing success story.

Read More

Topics: small business advice, business advice, internet marketing advice, internet marketing

Business Advice from Kara Brook

Posted by Pete Caputa on Jul 7, 2008 10:37:00 AM

Business advice from internet marketing expert, Kara Brook:

  1. When & why did you start your business? I started my business to get through college (I was self supportive from a very young age), on the day that I graduated I figured that not all 12 clients would fire me on the same day. I stuck with it for the last 20 or so years, reinventing it every five years or so out of necessity to keep up with the times.
  2. What was the smartest decision you made in your current business? Focusing and specializing purely on the web, rather than trying to do everything (print, broadcast, etc.)
  3. If you had one piece of internet marketing advice to give to another business owner, what would it be? Start your web projects with a keyword strategy. Don't go right to design without first considering how people will find you using your most important keywords.
Read More

Topics: small business advice, business advice, internet marketing advice, internet marketing

Business Advice from Dave Lima

Posted by Pete Caputa on Jul 3, 2008 9:18:00 AM

Business advice from MA bankruptcy attorney, Dave Lima:
  1. When & why did you start your current business? I worked as in-house counsel for a real estate developer in Concord, MA. He did projects in New Mexico, Florida, the United States Virgin Islands and Martha's Vineyard. In addition to doing his legal work I acted as his office manager. In 1992 he told me he planned to retire in 2 years and I should plan for that. I decided to open my own practice with a law school room mate. He did workers comp and personal injury. I did real estate, bankruptcy, and family law.
  2. What was the smartest business decision you've made in your current business? Using the Hubspot marketing software. It's already produced 3 new bankruptcy clients and 1 divorce client since May. Much more than the yellow pages EVER did.
  3. If you had one piece of internet marketing advice for another business owner, what would it be? Put the time in and follow a plan. Create the content. Then optimize for key words. Then build links. Most importantly blog, blog, blog!
Read More

Topics: small business advice, business advice, internet marketing advice, internet marketing

Business Advice from Dr. Edwark Kwak

Posted by Pete Caputa on Jul 3, 2008 9:17:00 AM

Business advice from Dr. Edward Kwak:

  1. What is your unique selling proposition? Our business is one of the few practices that specializes in Asian Cosmetic Facial Surgery.
  2. What was the smartest business decision you've made in your current business? First and foremost was incorporating an effective and targeted internet marketing strategy.
  3. What do you like most about internet marketing? What I find most rewarding is the immediate and direct changes you can make on your business plans. If done right, the impact can be significant and immediate.
Read More

Topics: small business advice, business advice, internet marketing advice, internet marketing

Business Advice from Sanjib Sarkar

Posted by Pete Caputa on Jul 2, 2008 6:25:00 AM

Business advice from Sanjib Sarkar 

  1. What is your company's unique selling proposition? We sell homeopathic medicine products online.  Our company also sells other natural products to consumers such as Poison Ivy Lotion, Poison Ivy Pills, Natural Pet Meds, Sun Block and other products.   
  2. When & why did you start your current business/take your current position? Our website started in March 2001.  I basically saw a need to provide homeopathic medicine on the Internet.  We were the first company to offer this type of service.  Now many other companies are started to offer similar services.  I have been president of Hmedicine.com since 2001.
  3. What was the smartest business decision you've made in your current business/current position?  Drop shipping products.  We carry quite a bit of products so our company is not a 100% drop ship company.  However, we specialize in selling hard to find homeopathic medicine.  These are great items to drop ship because consumers have a difficult time finding them.  Also, they make poor items to stock because a few select people are looking for these homeopathic medicines.  We were able to create a niche market because of this.
  4. What person has had the most impact on the success of your business/career? It has been a host of partners and people helping with the business.  I could not name just one.  It really takes a team effort to be successful.
  5. What do you like most about internet marketing?  The challenge of dealing with Google.  Your site can be ranked in the top 10 one day and you may be in the top 100 the next day.  This makes Internet marketing very challenging but at the same time very interesting.
  6. If you had one piece of internet marketing advice for another business owner, what would it be?  Patiently create great content.  The website rankings will take care of themselves if you create the great content.  You need to have some patience because it may take search engines and people longer than 6 months to start responding and sending you traffic and sales.
Read More

Topics: small business advice, internet marketing, content creation

Business Advice from Dave Kurlan

Posted by Pete Caputa on Jul 2, 2008 6:16:00 AM

I'm starting a business advice interview series, mostly small and mid sized business owners, who are willing to share some advice with my readers.

Business Advice from Dave Kurlan:

  1. When & why did you start your current business? Sales development was a calling - destiny - what I simply must do in this lifetime.
  2. What was the smartest business decision you've made in your current business?  A 1992 decision to have PENTA Communications handle marketing and public relations.  By 1994 I was playing to national audiences.
  3. What do you like most about internet marketing?  Internet marketing includes writing, blogging, emailing, connecting and reading... activities that I enjoy but don't have any time for during regular business hours when the greatest impact I can have on my business takes the forms of selling, managing, coaching or training. That forces me to perform internet marketing either at night or early in the morning, where it doesn't interfere with the more profitable activities.  I don't have time to conduct traditional marketing activities during the day and they can't be performed outside of regular business hours so the intersection of after hours availability and internet marketing make a nice couple.
Read More

Topics: small business advice, internet marketing, business lessons

Follow Co-Grow

Subscribe to Email Updates

Posts by Topic

see all