Gartner study finds digital marketing spending averages 2.5% of revenue

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Stamford, Conn.—U.S. marketers spend an average of 2.5% of their total company revenue on digital marketing activities, according to a new report by Gartner Inc. The study, “U.S. Digital Marketing Spending, 2013,” was based on an online survey of more than 250 U.S. marketers, conducted in November and December. The survey encompassed six industries: financial services, healthcare, high-tech, manufacturing, media and retail. According to the study, marketers spent an average 10.4% of their 2012 revenue overall on marketing activities, including salaries, advertising, research and software. Twenty-eight percent of marketers said they have reduced their traditional advertising budgets to fund digital marketing activities. Corporate website and digital advertising tied for the top digital marketing activity for marketing's success, while social marketing was the next most-important activity cited by respondents.
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