Infographic: Digital Marketing Budget Trends
Below are statistics 6S Marketing uncovered during research to determine what percentage of marketing budgets organizations are currently allocating towards digital marketing, and what we can expect to see digital marketing budgets to look like in 2012. We’ve also created an infographic to illustrate these, and a digital marketing calculator to help businesses determine what they should be allocating to digital marketing in 2012.
What are Companies Currently Budgeting?
SEO and social media marketing currently make up 70% of online marketing budgets. Overall, 24% of budgets were spent on digital marketing in 2011. Although the percentage of budgets that include online marketing tactics increase every year, 28% of organizations are in the process of moving their marketing budgets to digital channels.
A Focus Towards Online
It makes sense that organizations are starting to reshift their marketing budgets to the online world based on what today’s consumers are spending their time doing online. 35% of today’s consumers spend 180 minutes or more (3 hours) online per day. The activities they do the most are check emails (94%), search (87%) and research products (78%). If businesses have not already capitalized on this, they should be moving their focus online to where consumers are spending their time and actively searching and researching products to acquire them while in the buying cycle.
Digital Marketing Budget Infographic
The infographic below illustrates these and other 2012 Digital Marketing Budget Trends. The embed code for this infographic is below. Feel free to use as you wish but please do not reformat or change the infographic.
Social Media
When social media first came onto the marketing landscape the natural question from ROI-eccentric marketers was “What’s the ROI?”. When polled, 57% of companies that used social media in 2011 named their company blog as the source for generating the most customers. 57% also named LinkedIn as generating the most business for their companies. 48% named Twitter, and 42% named Facebook.
Mobile Marketing
In 2012, 75% of marketers plan to include mobile in their budgets. Why? By 2013 it is predicted that over 60 Million North Americans will be smart phone users. This isn’t a surprise that so many will use smart phones but what organizations should be taking note of is the new technology smart phones will include, more specifically the iPhone 5.
The next generation of smart phones will include Near Field Communication (NFC) which allows for simplified transactions, data exchange and wireless connections between two devices in close proximity. It is a technology that is expected to become a widely used system for making payments directly from a smart phone, eliminating the need to pull out a credit or debit card each time a consumer wishes to make a transaction. Google Wallet was recently released which turns smart phones into a virtual credit card, but at this time, only works on the Sprint Nexus 4G. Long story short, marketers need to start thinking about how they will use mobile marketing tactics to benefit from this technology to ultimately generate more sales online.
Stay tuned to our blog tomorrow, when we will be launching an interactive infographic that companies can use to determine their 2012 digital marketing budgets.
Great job on the infographic! This infographic is a useful visual tool to convince people they need to be spending more money on content creation and digital marketing.
Kelly, this is awesome. I was wondering if there was any way that I could get a print ready version of this file. I wanted to get a print for the office. Please shoot me an email if you can help me out. Keep up the good work!
@Jonathan: Hi Jonathan,
Thanks for your comment! I'll see about getting a print-ready version created - right now we just have the online versions.
Cheers,
Kelly
Awesome report! It is crucial that if companies want to keep evolving and expanding, they need to spend more on digital marketing. If not, they will be left in the dust and fall victim to digital darwinism. Wicked visuals. I will be sure to share this with my classmates.
[...] The tool, a digital marketing budget calculator, was developed based upon current trends indicating that businesses are allocating 25% of their total marketing budget to digital marketing. We found this percentage while performing the research we used to develop the calculator and turned the trends and stats we found into a nifty infographic. [...]
[...] and sources are included in an infographic highlighting current and projected digital marketing budget trends in North America for [...]
Super cool infographic! nice work!!!
Thank you for sharing this information, it's extremely helpful,
[...] 2012, there will be significant trends concerning online marketing budgets. Since it is predicted that over 60 Million North Americans will [...]
[...] and sources are included in an infographic highlighting current and projected digital marketing budget trends in North America for [...]
Couldn't do better to show how I think this is great, great , great! https://plus.google.com/u/0/107929381842786299516/posts/CvNmYviDL4c
[...] infographie vraiment intéressante de 6s marketing sur la répartition des budgets dans le digital marketing aux Etats Unis. La place d’internet [...]
[...] a further look at 2012’s budget trends (in social media and beyond), enjoy this digital marketing infographic from 6S Marketing. Click the image to view it at full [...]
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Great graphic. But I wish you had a key for each source, So next to a given stat, an * coinciding with the relevant source at the bottom. I'd like to follow up on some stats listed, and will have to look at all your listed sources to find more info.
Just my .02!
Thanks for a great graphic.
@chip: Thanks for the feedback Chip. There are links to stats we used to create this, and our other infographics we have done, at the bottom of each infograph, but will keep your suggestion in mind for future projects.
Thanks!
Kelly
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[...] Digital Marketing Budget Trends for 2012. What are the lowest cost but most effective online lead generation tactics? Where are companies investing in their marketing for the coming year? 6smarketing assembled a great collection of digital marketing budget trends ranging from overall digital marketing spend to online advertising and mobile marketing. [...]
[...] Digital Marketing Budget Trends for 2012. What are the lowest cost but most effective online lead generation tactics? Where are companies investing in their marketing for the coming year? 6smarketing assembled a great collection of digital marketing budget trends ranging from overall digital marketing spend to online advertising and mobile marketing. [...]
[...] Digital Marketing Budget Trends for 2012. What are the lowest cost but most effective online lead generation tactics? Where are companies investing in their marketing for the coming year? 6smarketing assembled a great collection of digital marketing budget trends ranging from overall digital marketing spend to online advertising and mobile marketing. [...]
[...] Digital Marketing Budget Trends for 2012. What are the lowest cost but most effective online lead generation tactics? Where are companies investing in their marketing for the coming year? 6smarketing assembled a great collection of digital marketing budget trends ranging from overall digital marketing spend to online advertising and mobile marketing. [...]
[...] Digital Marketing Budget Trends for 2012. What are the lowest cost but most effective online lead generation tactics? Where are companies investing in their marketing for the coming year? 6smarketing assembled a great collection of digital marketing budget trends ranging from overall digital marketing spend to online advertising and mobile marketing. [...]
[...] Digital Marketing Budget Trends for 2012. What are the lowest cost but most effective online lead generation tactics? Where are companies investing in their marketing for the coming year? 6smarketing assembled a great collection of digital marketing budget trends ranging from overall digital marketing spend to online advertising and mobile marketing. [...]
[...] it, right? Wrong. But we’ve all heard of similar situations even at a time when companies are allocating 25% of their total marketing budget to digital marketing. As social media manager for a large restaurant group, I can tell you that a successful brand in [...]
Its amazing to see how the mobile market has exploded
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Does any one know how much companies spend on their websites and various related expenses?...
From what I have seen start-ups-small-mid-size companies treat the website development as a project, and consider mostly the technical maintenance part as operational expense linked to it. They don't plan for all the content & social media activities ...
[...] The tool, a digital marketing budget calculator, was developed based upon current trends indicating that businesses are allocating 40% of their total marketing budget to digital marketing. We found this percentage while performing the research we used to develop the calculator and turned the trends and stats we found into a nifty infographic. [...]
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