/// CMO Council Report: Marketing Budgets on the Upswing

December 13, 2012  |  Media Week

While television should once again account for the lion’s share of global marketing spend in 2013, a disproportionate number of executives report that search is a far more effective medium through which to generate consumer demand. According to a new study from the Chief Marketing Officer Council, 27 percent of those surveyed said that TV was the most impactful medium through which to advertise one’s brand, whereas 44 percent said that search was the superior vehicle. Among the findings in the 55-page “State of Marketing 2012” report , executives are particularly enthused by search and social media but said that they are not satisfied with their current digital-marketing performance. Nearly half of the CMOs surveyed said that making over their digital strategy would be one of the most important challenges facing them in the New Year. Despite this apparent mandate for change, 64 percent of marketers are still budgeting fewer than $500,000 for digital spend, and 46 percent report that this figure represents less than 10 percent of their overall marketing spend.

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CMO Council Report: Marketing Budgets on the Upswing

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