Gartner has published its 2013 Digital Marketing Spending Survey. Our findings for 2013 show that the top areas of digital marketing investments will be in e-commerce experiences, social marketing, content creation and mobile marketing. The No. 1 response was investment in the commerce experience.
In the survey, we specifically asked about digital commerce for which marketing was responsible, as opposed to all digital commerce in which respondents’ companies engage and marketing supports. This is a deliberate question, as we see that marketing leaders are increasingly taking responsibility for certain digital commerce channels. Another question in the survey confirmed this, when we asked, “Does your marketing organization have its own profit and loss (P&L) to capture revenue from sales that are made through digital channels for which marketing is responsible?” two-third of respondents said marketing currently has a P&L, and another 12% plan to have one within the next 12 months.
This suggests that marketers are becoming increasing responsible for their businesses’ commerce experience and are trying to keep up with changing buyer behaviors for researching and buying products and services online. E-commerce continues to grow double digits, year over year. As an example, the U.S. Department of Commerce estimated total e-commerce sales for 2012 of $225.5 billion, an increase of 16% from 2011.
Download all of our Digital Marketing Spending Survey findings here