Enterprises’ Top Digital Marketing Priorities for 2015


by Ayaz Nanji

Some 69% of senior marketers at enterprise companies anticipate an increase in digital spend beyond inflation in 2015, and only 6% foresee a decrease, according to a recent report from Teradata and Econsultancy.

On the other hand, only 48% expect increases beyond inflation in traditional marketing budgets in 2015, and 29% who expect decreases, the study found.

Enterprise marketers expect digital budgets to increase roughly 10% annually for the next five years, with average digital spend reaching 40% of total budgets by 2019, according to the report.

Below, additional key findings from the report, which was based on a survey conducted in July 2014 of 402 senior marketers from global organizations. All respondents were with companies with more than $500 million in revenue (56% with revenues over $3 billion).

2014 vs. 2015 Budgets

  • In 2014, display and search accounted for the largest share of enterprise marketers’ budgets on average (17% and 16% respectively).
  • Content creation was the third biggest spend (15% of digital budgets on average), followed by websites (14%) and email (11%).

  • 34% of enterprise marketers expect significant increases in mobile spend in 2015.
  • 19% expect significant increases in content marketing spend next year.
  • Although 16% of respondents expect significant increases on SEO, 14% also expect significant decreases, making SEO the only digital channel with more than 10% of enterprise marketers expecting reductions.

Technology Investment

  • Respondents listed attribution systems, marketing clouds, and audience management systems as the top three near-term priorities for technology not currently in use at their organizations.
  • 18% of enterprise marketers are planning to evaluate email management systems in the next 12 months, a high number compared with other mature technologies and an indicator of the channel’s continued importance.