The new Econsultancy/Responsys Marketing Budgets 2013 Report, reveals that in contrast, just 3% of firms plan to decrease the amount spent on digital technology over the same period.
However, the figure of 71% of companies that will boost spending on digital marketing was down marginally from 74% in 2012.
According to the research, which polled 800 companies, mainly from the UK, one of the most frequently quoted predictions from 2012 was Gartner’s belief that, by 2017, CMOs will spend more on technology than CIOs, and these findings appear to back that up.
“Looking at how the increase in spending will take shape, the most common area for investment will be business and web analytics (46%), CRM (45%) and content management systems (41%). The prominence of analytics and CRM systems suggests that collating and managing data is still one of the key challenges for businesses,” according to the report.
“Other popular areas for investment include social media management systems (38%), email platforms (38%) and paid search/bid management (35%).
“In the year-on-year comparison, there has been a significant decline in the proportion of organisations who plan to increase investment in online reputation monitoring, from 27% in 2012 to 20% this year.”
