Closing the Gap Between Digital Marketing Spending and Performance
Marketers know that digital marketing represents the future of their business. That’s why, according to the February 2022 edition of The CMO Surveythey’re happy to allocate 57% of their budgets to digital marketing activities and are planning to increase spending by another 16% in 2023.
However, the survey also found that this contribution has weakened over the past year. More than 30% of marketers who participated said that they are experiencing average-to-no returns on their investments, which could create funding difficulties in the future if they are not able to overcome this gap.
So, why are returns softening, and what can marketers do about it? Our research and experience has identified six reasons behind the digital marketing performance gap.
Companies haven’t developed a fully integrated digital marketing organization.
More than 60% of marketing leaders reported in the August 2021 edition of The CMO Survey that their companies were either
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