Chief marketing officers seem relatively upbeat about ad spending trends going forward, with most saying they expect budgets to hold steady or tweak upward this year, according to one new survey. At
the same time, however, many are frustrated by current organizational culture, senior management mind-sets, and insufficient budgets, suggests data from the CMO Council's annual Marketing Outlook
study.
About 825 senior marketing execs across the globe participated in the study and just under 38% say annual budgets are not likely to change this year. At the same time, 33% say
they expect to increase spending by up to 5%, while 10% see budgets rising 6% to 10%. Most -- about 53% -- say ad budgets last year were less than 4% of total revenue, with about one-third saying they
were 4% to 10% of revenue.
"It's not just what they're spending, it's where dollars are going and how effectively they are being used," notes Donovan Neale-May, executive director of
the CMO Council. "There's definitely more attention to the analytics side of the business and the use of more tangible and targeted forms of personal interaction, contextual communication and online
demand generation."
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