Infographic: Digital Marketing Budget Trends for 2012
Update October 12th, 2011: Today we released the 2012 Digital Marketing Budget calculator, developed upon the fact that companies are currently allocating 25% of their total marketing budgets to digital marketing. You can see this stat, and others, in the infographic below or try our budget calculator out for yourself.
Over the last few years, businesses and marketers have been seeing a tremendous shift away from traditional marketing towards interactive methods like social media, e-mail marketing and search marketing. The shift necessitates serious reconfiguring of marketing budgets to include these digital marketing channels.
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 
.
<a title="Digital Marketing Budget Trends for 2012" href="http://www.6smarketing.com/infographic-digital-marketing-budget-trends-for-2012/"> <img src="http://www.6smarketing.com/infographic/digital-marketing-budget-trends-2012.jpg" alt="" /> </a>
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.
26 Comments
Comment by Kyle — October 11, 2011 @ 11:25 am
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.
Comment by Jonathan — October 11, 2011 @ 5:41 pm
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!
Comment by Justin — October 11, 2011 @ 8:40 pm
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.
Pingback by 2012 Digital Marketing Budget Calculator | 6S Marketing — October 12, 2011 @ 8:01 am
[...] 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. [...]
Pingback by Businesses to Spend 25% of their Marketing Budget on Digital in 2012 | 6S Marketing — October 12, 2011 @ 8:07 am
[...] and sources are included in an infographic highlighting current and projected digital marketing budget trends in North America for [...]
Comment by elle — October 12, 2011 @ 9:02 am
Super cool infographic! nice work!!!
Comment by Kelly Robertson — October 12, 2011 @ 10:24 am
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
Comment by Laura — October 13, 2011 @ 9:28 am
Thank you for sharing this information, it’s extremely helpful,
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Pingback by 6S Marketing: Businesses to Spend 25% of their Marketing Budget on Digital in 2012 « RMC new site — October 20, 2011 @ 2:31 am
[...] and sources are included in an infographic highlighting current and projected digital marketing budget trends in North America for [...]
Comment by guillaume — November 1, 2011 @ 8:10 am
Couldn’t do better to show how I think this is great, great , great! https://plus.google.com/u/0/107929381842786299516/posts/CvNmYviDL4c
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Pingback by Our Predictions for Digital Marketing in 2012 - Intendance — November 15, 2011 @ 5:50 am
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Comment by chip — November 28, 2011 @ 5:00 pm
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.
Comment by Kelly Robertson — November 29, 2011 @ 12:07 pm
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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Comment by Dirty Seagull — January 20, 2012 @ 5:04 am
Its amazing to see how the mobile market has exploded
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