Digital marketing budgets total 2.5 percent of revenue and will increase 9 percent this year. Marketing leaders have secured bigger budgets to define markets and attract, acquire and retain customers. Yet, increased funding is a double-edged sword. It brings new opportunities but puts more pressure on marketers to deliver and prove a return on the investments. ... Finding No. 1: 10.4 percent of 2012 revenue was spent on marketing, and budgets will increase 6 percent in 2013. On average, companies spent 10.4 percent of their annual 2012 revenue on overall marketing activities
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Cover Story : Media Usage Forecast 2013
From Target Marketing
Are doubts creeping into the marketing recovery—and the budgets of our readers? Marketers never did stop expressing doubts about the economy after our last recession. Yet, compared to the responses to our annual Media Usage surveys in 2012 and 2011, this year's survey of our subscribers' marketing media spending plans reveals more guarded budgets than the year before.