Econsultancy and Adobe have released their 2017 Digital Trends report, which is based on a global survey of over 14,000 marketers and one topic in the detailed report was “priorities and budget planning for 2017”.
When asked how their spending on various digital marketing channels and disciplines would change this year the largest spikes were in social media marketing (+56%) and content marketing (+55%).
Nearly half of all respondents stated that they planned to increase their spending on personalization (51%), video advertising (50%) and lead generation (50%). An interesting sidenote: video has averaged about a 20% increase in each year of the survey.
Globally, it’s not a surprise that there is also a spending increase for marketing analytics (49%), however, in the US specifically, CMOs estimate that they currently only use analytics data in about 1/3rd of their decision making.
There were more increases across the board than decreases, which makes sense given that digital marketing spending is expected to increase overall.