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2015 Marketing Budgets To Rise By 4%; 50% Increase Digital Spend
April 8, 2015

Marketers plan to increase overall budgets by 4% this year, with nearly half prioritizing an increase in digital budgets, according to a new Forrester survey of 89 B2C marketing leaders. Conversely, just 12% of marketers plan to increase traditional marketing spend this year.

Additional budget findings from this new research include:

  • 25% of marketers plan to increase budgets at least 5%, compared with 12% in 2014.
  • Marketers plan to spend an equal share of their budget (14%) on traditional versus digital ads.
  • Mobile marketing is the top digital marketing priority (53%), followed by social (46%).

Despite heightened focused on digital spend, most marketers admit they don’t completely understand today’s marketing environment and what works, writes Forrester in the new research. Fewer than half of those surveyed believe they are extremely successful in developing and executing digital marketing programs and have clearly developed measurement processes. Why the disconnect? The aspiration for effective digital marketing capabilities has not been backed up with basic investments in the necessary technology and skills.

Learn more about the research here.

About Forrester Research

Forrester Research (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester’s unique insights are grounded in annual surveys of more than 500,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations.


Simone Levien
Public Relations Manager
Forrester Research, Inc.

Tel. 212-8570754



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