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For B2C Marketing Professionals

B2C Marketers Must Turn Fragmented Marketing Budgets Into Business Budgets

B2C 2014 Marketing Budget Trends

December 12, 2013

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Why Read This Report

Forrester's Q3 2013 North American B2C Marketing Budget Online Survey presents a mix of good news and bad news from marketers. The good: Unlike those surveyed two years ago at the tail end of the recession, business-to-consumer (B2C) marketers say their budgets will see moderate growth in 2014. The bad: They need to stretch those budgets across a highly fragmented set of channels and needs. This report will review the expectations of marketing leaders for 2014 based on their budget priorities. You will soon be seeing the consequences of these ever-more-thinly stretched budgets: Marketing leaders will fail to fund innovation and will underinvest in less-sexy back-end support such as IT and analytics.

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Table of Contents

  • Widely Fragmented Media Options Spur B2C Budget Fragmentation
  • Invest In Analytics To Tie Marketing Spend To Business Growth
  • RECOMMENDATIONS

  • Marketing Must Evolve Budgets To Fund The Future
  • Supplemental Material
  • Related Research Documents