Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Enterprises' Top Digital Marketing Priorities for 2015

by Ayaz Nanji  |  
October 16, 2014

Some 69% of senior marketers at enterprise companies anticipate an increase in digital spend beyond inflation in 2015, and only 6% foresee a decrease, according to a recent report from Teradata and Econsultancy.

On the other hand, only 48% expect increases beyond inflation in traditional marketing budgets in 2015, and 29% who expect decreases, the study found.

Enterprise marketers expect digital budgets to increase roughly 10% annually for the next five years, with average digital spend reaching 40% of total budgets by 2019, according to the report.

Below, additional key findings from the report, which was based on a survey conducted in July 2014 of 402 senior marketers from global organizations. All respondents were with companies with more than $500 million in revenue (56% with revenues over $3 billion).

2014 vs. 2015 Budgets 

  • In 2014, display and search accounted for the largest share of enterprise marketers' budgets on average (17% and 16% respectively).
  • Content creation was the third biggest spend (15% of digital budgets on average), followed by websites (14%) and email (11%).

  • 34% of enterprise marketers expect significant increases in mobile spend in 2015.
  • 19% expect significant increases in content marketing spend next year.
  • Although 16% of respondents expect significant increases on SEO, 14% also expect significant decreases, making SEO the only digital channel with more than 10% of enterprise marketers expecting reductions.

Technology Investment

  • Respondents listed attribution systems, marketing clouds, and audience management systems as the top three near-term priorities for technology not currently in use at their organizations.
  • 18% of enterprise marketers are planning to evaluate email management systems in the next 12 months, a high number compared with other mature technologies and an indicator of the channel's continued importance.

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!